‘How to Sell Your Clients on Content Personalization’ – HubSpot
Asaf Rothem says, “You know that content marketing works. That’s why 86% of marketers have invested in the tactic.
But once your clients have seen the benefits, what’s the next step? What will continue to drive conversions and ROI up and to the right?
Personalization is one way, and brands are making the investment. Just consider ESPN’s recent redesign: The site adapts to the person’s location, device, and sports preferences. Companies want to provide helpful, useful information to readers, but they also want to tailor these fact finding missions for visitors so they feel that the experience is just for them.
The Science Behind Personalization and Choice
In essence, some choice leads to better customer satisfaction than no choice. But infinite choice does not lead to greater satisfaction than limited choice. Creating a large, diversified pool of content can be an effective strategy, as it helps to cater to a bigger audience“.
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