Content marketing is a must-have for brands. In fact, it’s widely considered to be one of the best ways to market your product or service in this day and age. A majority of enterprise marketers say they’ve effectively used content marketing to create brand awareness (86%) and generate demand and leads (71%).
But with every brand looking to push out their own content, how can your business rise above the digital noise? It’s simple: personalization. By catering your message to specific audience segments or even down to the individual, you can reach consumers on a more personal level.
Personalized marketing is all about creating dynamic content that resonates with each unique person. You want to give your customers solutions relevant to their problems. Unlock insight into their specific scenarios. Make them feel like they’re part of a community. Why? Well, keep on reading to find out the benefits of a strong content personalization strategy below.
Want to watch instead of read? Check out the overview view below, made in minutes from this blog page with Lucas AI Video Creator.
What Is Personalization?
Personalization is the process of making content or products more relevant to the individual. One of the most common use cases is sending out an email that greets the consumer by name. But with today’s technology, personalization is so much more.
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You’ve probably seen it in action while shopping on sites like Amazon. The ecommerce giant rarely shows you a generic homepage. Instead, you get product recommendations based on your purchase history, search history and recently viewed items.
TikTok is another masterclass in content personalization. The platform has won over the attention of both younger and older generations with a carefully curated “For You” page. Each user’s feed is powered by an algorithm that shows users relevant content based on behavioral data — in this case, how they interact with different videos.
But personalization isn’t just about recommending products or videos to certain people. Personalized experiences are rooted in a deep understanding of what your audience needs, when they need it and in the format they prefer. A few examples:
- Timing: If a customer visits a store after 5pm local time, they can receive an email thanking them for visiting that day with some incentive to come back tomorrow.
- Visuals: You can swap imagery and design elements based on who you’re talking to — like showing outdoor scenes to customers in rural areas or cityscapes for urbanites — in order to provide a more relevant and engaging experience.
And it’s no secret that personalization works. McKinsey and Company, for instance, found that companies with an excellent personalization strategy earn 40% more revenue than those that don’t. But let’s dig into this a little more. Read on to see what other benefits personalization can bring to your content marketing.
Benefits of Content Personalization
When done right, personalization can take your content marketing efforts to the next level. By leveraging insights on demographics, customer behavior and preferences, you can deliver personalized messaging that actually makes an impact. Here’s how.
Build Trust With Customers
Personalization is one of the best ways to help you connect with customers. By showing that you understand their needs, preferences and interests, it sends a message that you care about what they want.
And when customers know you prioritize their needs, they’re more likely to trust you. That trust is the foundation for long-term customer loyalty, especially for newer brands trying to earn credibility.
You want people to feel like they can rely on you to offer them something worth buying (or reading). The more relevant and helpful your content is — based on data points like past purchases or browsing behavior — the more likely it is to hit home. And when people feel understood, they stick around.
Just take a look at the insurance industry. An insurance customer who doesn’t trust their provider is 18x as likely to change carriers within the following 3 years as one who does. To build trust, be as transparent as possible with personalization. Clearly explain every customer’s insurance policy, just as USAA did below.
Hiding key information in blocky texts of jargon can lose your customers’ trust. But a video like this does just the opposite, clearly explaining key parts of every viewer’s specific policy like their deductible, coverage limit and more. It takes the claims process from confusing to easy to follow, and consumers know they can trust you to be transparent.
Plus, personalization helps keep messages short and succinct — key for today’s customers who have shorter attention spans and want faster answers.
Boost Your Content’s Reach
Personalized content is incredibly shareable. Just take a look at Spotify’s “Wrapped” campaign, which takes social media by storm every year. Consumers love content about their favorite topic — themselves.
A great example is a personalized recap campaign, as shown above. These types of campaigns are a great way to surprise and delight customers, especially in gaming. It shows players new insight into their gameplay, like how many levels they unlocked or how they stacked up against the competition.
You can take shareability a step further by allowing users to customize the content themselves. For instance, the video below was a simple thank-you video that users could personalize and send to others during the pandemic, but the same functionality can be applied to all types of campaigns. (Hint: Click the lightning bolt icon in the player to customize the video!)
Letting viewers customize makes the video feel more meaningful and makes them want to actually share it. Plus, it can be used for subtle data collection, giving you insight into what resonates most with your target audience.
Whatever industry you’re in, this type of tailored content fuels organic customer engagement. People are far more likely to interact with and share content they feel reflects their identity or efforts. And as your customers share your content on social media with friends, family and followers, you’re benefiting from word-of-mouth marketing and attracting new business.
At the end of the day, when your customers become your biggest advocates, your marketing campaign starts working for you, helping your brand reach new audiences with content that’s both authentic and personalized.
Increase Email Engagement
Increasing email engagement is a common pain point for marketers. Whether you’re looking to give a personal welcome to your company or send an exclusive offer, tailoring your email marketing content can make a big difference. With personalized email campaigns, you’re not just blasting a generic message but speaking directly to individual customers.
Because your customers are getting a message specifically for them, they’re more likely to open it, read it and follow through on your calls to action, whether that’s clicking through to a website or landing page or even replying with their input.
A great example of this comes from Huuuge Games. As part of their Spin-Back campaign, they crafted Personalized Videos for each user and promoted them through a multi-channel approach. This included a personalized notification, in-game banner and an email with a clickable personalized GIF thumbnail.
The campaign saw impressive results, including a 7x increase in video engagement via email, nearly 4x higher conversion rates and a notable boost in daily active users following the launch. With views spanning 6 continents, the campaign showed just how far personalized content can go.
Bonus: Want more inspiration? Check out our favorite Personalized Video examples from top brands.
Enhance the Customer Experience
When you tailor your content to the individual, you’re not just improving engagement — you’re transforming the entire customer experience. Personalized content helps brands show up at the right time, with the right message, in a way that feels helpful rather than pushy. And that creates a smoother, more satisfying customer journey from start to finish.
Take Charter, for example. To reduce frustration around self-installation, they created a Personalized Interactive Video tailored to each customer’s exact service and equipment.
The interactivity made it particularly powerful. Customers could click to jump ahead, explore extra resources or replay sections, from right within the video. This kind of data-driven content made it easier for users to find the help they needed without having to pick up the phone or comb through dense FAQs.
The results? A 2x increase in email click-through rate, 131% boost in engagement and 9% higher activation rate. This uplift was even higher for mobile app users, with a 15% higher success rate than those who didn’t see the Next Gen Video.
By delivering relevant, real-time support in a format that’s easy to engage with, Charter not only reduced friction but also boosted customer satisfaction. It’s a perfect example of how personalized content can optimize key touchpoints, drive better outcomes and, ultimately, improve retention in the long run.
How AI Makes Content Personalization Easier
So how do you actually pull off personalization, especially at scale? With the help of artificial intelligence and machine learning, businesses can now automate the process. Personalization tools make it possible to analyze customer data, behavior and more and serve the right content at just the right time, without hours of manual work.
And of course, AI is also changing how we approach content creation. For instance, with Lucas, our AI video creator, anyone in your organization — from HR and customer support to your sales and marketing team — can easily create branded videos. He handles everything from scriptwriting to voiceover, animation and interactive calls to action.
And because Lucas is trained on your company’s content using secure retrieval-augmented generation (RAG), every video is accurate, relevant and fully aligned with your brand — no outside data scraping required.
Upgrade Your Content Marketing With Personalization
Personalization is key for a successful content marketing strategy, and you can’t tap into this strategy without customer data.
But even if your CRM database is looking sparse, there’s still a way to harness customer data and take your content to the next level.
With Interactive Video, customers input their own data and personalize your content to their liking. The upshot? Customers get a video that includes exactly what they want, while your brand can leverage that data to build upon future campaigns.
Our Next Generation Video Platform is purpose-built for the future of video: content that’s personalized, interactive and even AI-powered. Patented and enterprise-grade, it brings together data and automation, making it easy to scale up your content personalization efforts. Interested? Let’s connect.
