Why Personalisation Is Key in Your Brand’s Content Marketing

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 — over 90% of marketers agree content marketing has been an effective strategy for their business.

But with every brand looking to push out their own content, how can your business rise above the digital noise? It’s simple: personalisation. By catering your message to specific audiences, you can reach consumers on a more personal level.

Give your customers solutions relevant to their problems. Unlock insight into their specific scenarios. Make them feel like they’re part of a community. We dig deeper into why you need to use personalisation in your content marketing efforts below.

What Is Personalisation?

Personalisation 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, personalisation is so much more. Think of TikTok, for instance. The brand has won over the attention of both younger and older generations with a carefully curated “For You” page, recommending every user snackable videos personalised to their interests.

When we talk about personalisation, we’re not just talking about text. Other ways you can personalise your content include:

  • 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: Personalisation and visuals go hand-in-hand. Combining the two creates an engaging experience for every individual.

And it’s no secret that personalisation works. McKinsey and Company, for instance, found that companies with an excellent personalisation 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 personalisation can bring to your content marketing.

Build Trust With Customers

Personalisation 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 prioritise their needs, they’re more likely to trust you. This can be especially important if your brand hasn’t been around for long. You want people to feel like they can trust that you’ll offer them something worth buying (or reading).

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 transparent as possible with personalisation. 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, personalisation 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

Personalised 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 favourite topic — themselves.

A great example is a personalised 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.

Whatever industry you’re in, giving your customers a piece of content that highlights their biggest wins and achievements is something they’re likely to want to show off on social media. Now, your customers are sharing your content for you to their friends, family and followers — and this kind of word-of-mouth marketing is key for attracting new business.

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 content reduces the chances users will skim your email and move on to the next.


Learn the right and wrong ways to personalise your content

Because your customers are getting a message specifically for them, they’re more likely to read through your email and engage with it — clicking through to a website or landing page or even replying with their input.

Even personalising the subject line can increase your chances of success. A study by Yes Lifecycle Marketing shows personalising your email subject lines can increase open rates by 50%.

Upgrade Your Content Marketing With Personalisation

Personalisation 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 advanced video interactivity, customers input their own data and personalise 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.

Interested? Let’s connect.

Schedule a Call

Explore More Content

Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors

Subscribe to Our Newsletter

Explore More Content

Related Articles

5 Quick Tips for Getting Started With Personalised Video

5 Quick Tips for Getting Started With Personalised Video

When it comes to creating real connections with your audience, Personalised Video is a powerful tool. But like any tool, you need to use it the right way for it to be effective. If you’re just dipping your toes into the world of Personalised Video, we have a few tips to share from lessons learned over the past decade-plus of working with clients in a range of industries, ranging from higher education to hospitality. Some of the biggest perceived hurdles to getting started with Personalised Video involve time, money, and where to get all that data. We’re here to help. Read on for five (easy) Personalised Video tips you need to know now. 1. Right-Size Your Personalisation Personalisation isn’t one size fits all. What works well in one industry may not work in another. Case in point: Your bank certainly knows your account number, but that doesn’t mean you want

Read More
How To Choose the Right Personalised Video Software

How To Choose the Right Personalised Video Software

As tailored experiences become the norm rather than the exception, Personalised Video has been increasingly used by brands across industries to improve the effectiveness of their marketing strategies. Take a look at the nonprofit industry where Personalised Videos delivered via email led to higher engagement among donors led to a staggering 17x ROI for the Canadian Red Cross. Meanwhile, gaming brands like Ubisoft and Activision have seen great success with personalised recap videos that strengthen player loyalty and retention. As a versatile tool, Personalised Video can be used to level up communication throughout the sales process and customer journey. Here are just a few use cases and ideas to consider: Improve outreach efforts with highly tailored video messages Acquire new customers with engaging video offers Grow brand awareness when customers share their personalised content Optimise the onboarding experience with Personalised and Interactive Video tutorials In an era where one-size-fits-all no

Read More

Enhancing Your Digital Customer Experience: A Guide for Success

With today’s consumers constantly bombarded with choices and information, the key to success lies in delivering an exceptional customer experience (CX). It’s not just about selling products or services anymore. It’s about creating unforgettable journeys that lead to long-term customer relationships. Every brand wants to keep its customers engaged, satisfied and loyal. And the best way to do that is to provide them with an amazing CX. That’s why we’re exploring some of the top strategies and insights for customer experience enhancement. But first, let’s delve into why a well-crafted digital CX is so essential to modern business success. What Is Digital CX and Why Is It Important? As digital landscapes shape our daily lives, nailing the digital customer experience has become a must for businesses. But what exactly is it? Digital CX is the culmination of all the interactions and engagements customers have with your brand through digital channels.

Read More

Download the Report

See more of the data and findings in the full report.

Thanks for downloading!

Your copy of our 2023 State of Video Technology consumer study has opened in a new tab.

Request a Call

Leave your details below, and our team will contact you ASAP to show you what Personalised Video can do for you.