Where to Start with Content Targeting

How much do you know about the people who are visiting your website?

The more you know, the greater chance you’ll have of reaching them and helping them find what they are looking for.

User data allows us to fill in the blanks about our visitors such as age, gender, vocational background and other demographics. This means the more information you’ve gathered about someone, the more you can cater to their preferences.

Data capturing starts with a good user experience.

How easy is it for your visitor to navigate to the right page? Is the form simple to fill out or long and laborious? If any of these actions are hard to complete, you’ll likely have people dropping off before they reach the intended call to action.

To take it one step further, create an incentive for your visitors. What sort of information would compel your visitors to share information with you? Consider offering something that is useful, such as a research paper or free webinar that can help with their purchasing decision.

Remember, with every search query, users are looking for two things: the best match for their curiosity or interest, and the fastest way to do so. The more relevant your content is, the more willing people will be to give up their personal information. (Not to mention, your website will naturally rise in the Google rankings.)

This is where content targeting comes into play.

With the proper knowledge of your users, you can provide the right content your audience is looking for that will be helpful and unintrusive. Developing specific personas might be beneficial to help segment the majority of your visitors into groups with like tendencies.

So if you’re a denim factory and a teenage girl happens to type “how to distress jeans,” you can display an instructional DIY article with easy steps and feature an offer for a pair of lady’s denim.

This example signifies a change in how companies can digitally engage their visitors, and in turn, do smarter business. If done right, data mining could bode well for all parties involved.

Would you like to learn more about content targeting? In our latest whitepaper, we address how companies can personalize their user experience and begin to use content targeting in their marketing strategies.

Give it a read and let us know if you have questions on how to deliver a more personalized web experience.