Personalise or Perish - Consider these factors while creating Content
Wouldn't it be great to see your favorite content on your feed every time you wish to read?
Of course, yes!
As the content expectations continue to rise, you must consider making every interaction a personal experience.
Personalised content helps you in building an intimate relationship with the readers thus grabbing their continuous attention.
In this article we discuss the ‘How’ of making a personalised content as the ‘Why’ is already answered in the first part Personalise or Perish - Publishers need to use Personalised Content.
To begin with, your personalisation model will have to identify certain parameters around which you will build your strategy.
Know your readers to create different user personas
The purpose of user persona is to create a reliable and realistic representation of your key audience. It should be based on qualitative and quantitative user research and web analytics. This approach will help you in understanding the nature of your reader and target them based on your observations.
Considering various user demographics like age, gender, social handles, phone, network speed, etc. effective personas of users can be created like,
- What is the user group majorly representing
- What are the needs and expectations of the user group
- User group describing their background, goals and values
Similarly, creating multiple personas as per the user’s needs and interests can help you target your desired set of readers accordingly.
Understand the time and location from where readers are communicating
Determining the time and location of the readers gives you more specifics for creating various personas. Location and time of your reader is an important factor to know because,
- It helps in dealing with content language, tone and topic relevant to the people of the place
- It helps in estimating the sensibilities of your readers
- It helps in making offers and discounts to the readers based on the region’s season or occasion
Learn how the conversations happen at different places between different group of readers helps in creating a multi-channel content strategy. This method will help you to know how the content is performing at different communities and how you can hook your readers so that they return.
Know what is getting liked, shared and followed over social media
Publishers have long realised that social media is an incredibly important part of their success. It creates a connection between you and your audience.
So, how do you determine your efforts to be successful in creating your brand over social media? The answer would be social media intelligence, an initiative to determine which business goal the data collected and analysed will benefit.
- Increasing revenue
- Receiving feedback on the content
- Improving public opinion on the content
Once the business goals are identified, define Key Performance Indicators (KPIs) to evaluate the social media analytics data.
This analytics extract insight about,
- How your readers perceive your content
- Which content is liked, disliked, shared or followed
Basically, the social media analytics makes the publishers quantify their success without much focus groups and polling.
Understand that Ads also needs to be personalised
Ad personalisation will help you target the potential readers based on the user persona mapped through the content and users response to a range of ads.
A study shows, 71% of readers prefer ads tailored to interests. Also, 44% of readers are even willing to give up further information including name, address, email ID to receive more personalised ad.
Ad personalisation helps to collect the following data,
- Capturing reader’s click behavior on ads
- Integrating reader’s response on ads and reader’s persona based on content
- Reader segmentation based on content and ad response
Few of the famous ways of personalising an ad are personalising by device, Geo-targeting elements to ads and re-marketing for ads.
Once the personalisation solution is implemented, your analytics continue to be a critical element next.
That being said, for a publisher to understand the reader’s interest and engaging them with tailored ad forms becomes effective and help them reach their potential readers.
Notification personalisation is the new trend now
Notifications can be manual, automated or a combination of both based on user behavior across all platforms like web, app, video.
Effective parameters for notification personalisation can be,
- Breaking news
- Generic notification based on highest PVs (Present Value)
- Notification based on CTR (Click Through Rate) per story
- User persona - Experience, Native Language and Timezone
A study shows that notifications contribute to 22% of the sessions in a month on an app.
For an app to have a successful notification strategy, the mobile moments of the readers need to be identified like the mobile engagement pattern, platforms used, analysis of the performance, etc..
Thus, to educate diversified readers about a content and attract their attention, personalisation of notification becomes mandatory.
To personalise your content as per the above guidelines and have a better growth, consider using our CMS Quintype.
We help you in the entire journey of content personalisation. We provide you a better analytics. We help you make better decisions.
Get a free demo now! Contact us at firstname.lastname@example.org
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