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maggie hung | unsplash
More content is not always a good thing. I once worked for a company that had over 30,000 pieces of content, most of which was introduced to the target audience in one fell swoop with no strategic plan. Only 2% of that content was ever viewed.
What that told me was people were creating content without intent. Who is the audience? What were they looking for? How should it be disseminated? How did it fit into the overall go-to-market and content strategy? How to keep it going? Thereâs a much smarter way. Letâs explore, shall we? We ll look at the following four areas:
Point in the purchase journey.
The data available to you can be overwhelming, so choose only the attributes that help you achieve meaningful personalization. Nevertheless, youâre building a snowflake: When you combine different attributes you suddenly have an individual person to engage. For example, you can serve content specifically for an IT senior director from Company X who searched on âhybrid cloud solutionsâ to find you and is repeatedly visiting your website to compare your solution with other vendors.
But donât worry. You wonât have to manually create 100 permutations of a webpage to speak to these individual audiences. A well-designed taxonomy, structured content, and personalization rules will perform the heavy lift.