Personalized content is king. However, its supremacy is increasingly faltering. Because: Hyper-personalized content is vigorously shaking its throne. Due to the digital transformation, the abdication of King Content 1.0 is only a matter of time.
But what makes hyper-personalized content so powerful? To put it bluntly, your target audience benefits from uncompromisingly unique information on your website. It changes with every visitor - thanks to clever AI. This dynamic makes the difference between top and flop in the information age. Because: B2B marketing of the next generation is smart through and through
So hyper-personalization allows you to..,
to customize your content for each individual visitor,
provide the most relevant information to him or her..
and, thanks to the resulting customer loyalty, outperform your competitors in the future
Looking at these advantages in B2B online marketing, it obviously comes as no surprise: If you forgo the unbeatable individual content of the next generation, you're giving yourself a leg up. The competition is happy - because your customers now have a clear view of their optimally digitized offer. And you? Don't pay homage to the wrong king. Hyper-personalized is king!
Why Is Personalization Becoming More and More Important in Content Marketing?
Addressing your customer personally and directly - would you forgo this in a face-to-face sales conversation? Rather unlikely. After all, the prospect wants to know why and how your offer will best help them solve their problem. Whether your company won an award last year, on the other hand, is less relevant to them. The same applies to your company history.
Sure: This information has its right to exist on every website. However, they should only take up the time of your target audience if they actually benefit from them. This can be, for example, the final assistance for contacting. Thus, the price won in a suitable place as an additional trust could form the final decisive point in the sales process
Extremely personalized content, however, has a deeper impact. It picks up your target audience exactly where they are in their unique customer journey.
The Requirements for Your Hyper-Personalization
Hyper-personalizing your content marketing can significantly speed up decision-making processes. Especially in B2B, these are known to cost a lot of time and therefore money. Fortunately, relevant content in its hyper-personalized form is no magic. It can be easily integrated into your website, newsletter or external landing page using field merges
Clean Data is the Be-All and End-All for Hyper-Personalization
It's best to think of these as placeholders. They are reminiscent of printing in form letters. Once the merges are integrated, they replace the placeholders or individual words you enter with custom information. So what's essential when integrating field merges is an uncompromisingly well-maintained database. It must be complete and accurate
In doing so, the trio for the use of hyper-personalization includes stet
and an app for personalization
Personalization is also possible with the help of dynamic content. This dynamic content can replace entire text blocks instead of individual content fragments in real time. The same applies to images, links or CTAs. However, due to the higher functionality, relevant content in its dynamic form is more complex
If you can insert field merges as placeholders, for example, the rules for the dynamic content must first be set up. This can be done with the help of the so-called default rule. It also applies if no if-then scenario occurs within the framework of the rules you set up in advance. After all, your website should never be empty. Admittedly: Even if the effort is high at first, it will pay off in the long run in measurably high customer enthusiasm
AI as the Engine for Hyper-Personalized B2B Content
Optimally prepared data is the lifeblood of hyper-personalized content. Without it, it won't work. However, in view of the sheer endless streams of data, it is also clear that their quality must be right. It is therefore necessary to sort the data accordingly. The use of smart technology goes without saying. It will help you to separate the really relevant data from negligible information
At this point, don't just pay attention to relevance. Where they come from and what goal you have set for their use is also essential for hyper-personalization. The same applies to the advantages you want to offer your users. And: Which data are you allowed to use from a legal perspective? Here, too, AI helps you separate the wheat from the chaff
Hyper-Personalization? Stands Out...
If relevant content, then hyper-personalized - smart B2B companies need to adapt to this duo. After all, it offers numerous benefits for promoting their range of offerings. It significantly simplifies the lead nurturing process
... And Has a Supporting Effect on the Customer Journey
Extremely precise content not only shows its strengths in lead generation. It already supports the first steps of the customer journey noticeably. Think back to the three to seven compelling pieces of content that B2B customers need on average to contact the sales department.
However, making them available on the website is a major hurdle for most providers. This also explains why so many of them have problems with qualified B2B lead generation on the World Wide Web
Do you feel the same way? In this case, hyper-personalization could be the solution for a sustainably optimized ROI
This is Why Relevant Content Is Personalized without Compromise
Hyper-personalization is very different from regular personalization in content marketing. It no longer works only with name databases or search history.
Instead, it enables you as a B2B business owner to use all data for a successful customer journey from the very first click. With the help of AI, you can, for example, evaluate the forwarding media and also the shopping cart of your online shop. Purchases or search terms can also be evaluated as part of hyper-personalized marketing strategies
Are They Reading My Mind Right Now?
That's what users are already thinking as they enjoy such hyper-personalized content. This is not a surprise. After all, the user experience on corresponding websites is very different from classically personalized offers. Here, the personal salutation with Mr. or Mrs. is often the highest of feelings
However, if you want your content marketing to be
and at the same time unmistakably qualitative,
there's no way around hyper-personalization. Anything else is just nice to have. Extremely personalized: This is how successful B2B content of the future must and will be!
Conclusion: Time for the Abdication of Content King 1.0
Hyper-personalization takes over! With AI, you can personally address your customers on a completely different level and thus increasingly put them at the center of your marketing & sales activities. So don't bother with personalized addresses any longer, but clear the way for hyper-personalized marketing, where you put your customer on the throne.