How to Perfect Content Creation and Drive Performance

Angeline Rast
1 April 2019

Are you having problems with generating the right leads or converting your existing leads into sales? There is no arguing that most businesses are struggling on this end and one of the solutions to this problem is defining your content creation strategy. 

Creating personalized, relevant, and timely content that is tailored to the different stages of your buyer’s journey will ensure high conversion rates and increase online sales in the long term. According to a study by PWC’s Digital Service Group, 94% of senior level managers confirm that personalizing content creation remains a critical tool in reaching customers. And thanks to technology and automation, the function of personalization has been made easier with the investments in big data, marketing cloud solutions, and predictive analysis.

Read on to discover these four proven ways on how to perfect content creation.

  • Know your customers: collect, analyse, and deduce

The first step towards personalizing content for your clients is referring to your existing data about your particular audience. Google, in particular, is super keen on hyper-personalization. They keep a very close eye on any data sources that reflect on customer activity and details that could hint on the tastes, preferences, and characters of the buyer persona. These include CRM systems, customer reviews, customer loyalty programs, activity on the company’s email list, activity reflected on your email list, completed survey and POS, among others.

The data can be analysed and updated with new information so as to remain current with the buyer’s persona. Based on past buyer’s behaviours, an organization can give product recommendations.

In content creation, organizations need to be on the lookout for the readily available options on social media platforms and forums. Consider Google Analytics or any other analytics software for analysis. Further, data presentation tools could come in handy when promoting data synthesis.

Organizations should go out to buyers – talk the buyer’s language and engage with them on a personal level. Find out what they are interested in and what turns them off. At the end of the day, a marketer should be able to notice patterns in customer behaviours that match with analysis from existing data. From this, a marketer is able to come up with topics that are personalized to their consumers’ needs. Of course, there are many determinants for personalization but knowing relevant topics and content is a key factor for personalization.

According to a survey by Evergage titled 2017 Trends in Personalization respondents including marketing managers, directors of marketing, CEOs, VPs of marketing, CMOs, and digital marketers unanimously agree that personalization helps advance customer relationships (96%) and that their prospects and customers expect a personalized experience (88%). However, only a minority (45%) agree that marketers are getting personalization right.

Here are some of the factors to go with through both internal and external data points.

  • Repeat customer questions asked online or sent to customer service.
  • Customer pain points expressed through complaints in internal systems online and offline.
  • What factors receive the highest reviews for both your product and other similar products online; ensure you benchmark and even exceed your current rating or your competitor’s rating.
  • Leading keywords used by buyers on search engines; these are important in helping with content creation and driving traffic to your website.
  • What content and non-content sections or pages of your website drive the most traffic and conversions, and have the most ‘likes’ and ‘shares’.
  • What is consistently said on social media online and offline about your brand; it could be positive, negative or neutral.

Using all the above findings and topics, you should be able to come up with relevant and personalized content.

  • Give it a human touch

The current business world thrives on automation. And while automation promotes efficiency and effectiveness, a human touch helps give the personal connection to the relevant content, bearing in mind that human beings are social beings by nature. Don’t just leave everything to automation because in order to make informed decisions about what to focus in terms of content types, content categories, keyword choices, industry terminology, calls-to-action, tone, content structure, etc. you will need the expertise of your employees to analyze the existing data, apply company goals and assess the audience you are trying to reach.

  • Deliver the right content, at the right time, in the right place

Marketers go down to where the buyers are, and the place for the modern buyer is on social media platforms. Relevant content will maximize online readership by buyers – don’t wait for them to ask for it! Social advertising based on location, age, profession, job title, and past shopping behaviour is affordable and effective in delivering this content. You may have to sponsor your content to the specifically targeted audience – whether they are accountants, CFOs, mothers, or home owners. This will help boost personalization.

The point here is to try as much as possible to create unique experiences depending on your customer’s needs and attributes.

  • Automate personalization

By using machine-learning/algorithmic personalization systems, you will be able to automatically personalize your buyer’s experiences based on their history of purchasing and also guide their e-commerce purchases with features like ‘related to products you’ve viewed’ or ’recommended for you’ on your website.

You can also invest in third-party tools when looking to automate personalization. Consider the factors and tools below when adopting automation:

  • Device targeting, geo-targeting, and contextual behaviour targeting with tools like Facebook ads or Google Adwords.
  • Content recommendations with tools like Outbrain.
  • Tagging specific buyer personas with tools like Campaign Monitor or MailChimp.
  • Robust CRM systems like HubSpot.


A marketer needs to take time to curate, develop and publish the right content tailored for the right stage to enable for conversion of prospects in the sales funnel to become leads and eventually become loyal customers.

The Publish or Perish analysis of 380 CMOs by Forbes highlighted that marketers that deliver personalized web experiences are getting double digit returns in marketing performance and response. In content creation, personalization is the way to go.

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