Take it Personal

Content, that is.

Personalizing content for web visitors so they see the right content at the right time is one of the best ways to increase satisfaction and engagement.

It’s also a great way to manage stakeholders.

This is especially true with businesses that have many different departments and product owners that may not all agree with each other.

“I want my content on the homepage!” one will tell you.

“Show my products to everybody!” another will say.

“Our services need to be upfront!” a third will insist.

And rightly so.

They are all fighting for their business, as they should be.

But here at Convertium , we are fighting for the user.

The end-user.

Which, if we do right, makes that end-user love the business.

So, if we just show them relevant content that they want, they’ll be happy.

The flip side is that we DON’T show them all the stuff they don’t care about.

It should now be clear that plastering every business unit’s and product owner’s content all over the homepage won’t work.

We’d all prefer a surgically precise targeted approach over a shotgun approach.

And if we have mapped the user journeys and we know what content different personae or archetypes are expecting in their awareness, interest, consideration, decision, and action stages of the funnel, we can craft content that resonates.

We’ve done this with clients like Lexus, Toyota, Marina Bay Sands, Singapore Institute of Management, Make Up For Ever, and others.

Partners we’ve worked with to make this happen include Insider. , Adobe , VWO , Tealium and others.

So, if you’re taking the spray-and-pray shotgun approach to keep all business units happy – but are still not getting results - maybe you should have a word with them about how you can best target content.

And let’s hope they take it personal.

https://convertium.com/