If you’re a marketing or sales pro who wants to leverage smarter content for your Buyers, here are two mission-critical differentiators to understand:
1. “Valueless interaction” vs “beneficial interaction”
2. “Superficial personalization” vs “relevant customization”
The study linked below from Demand Gen Report has some great information on this. But it’s also an example of how smart content COULD be better. For example, look at this stat from the report:
“65% of buyers only interact with content that’s easily accessible and speaks to their needs.”
But notice the type of interaction REQUIRED FROM THE BUYER simply to ACCESS the information in this report. It’s a traditional “flip-book” style of interaction, common with many smart content platforms today.
Now there’s nothing inherently wrong with this type of interaction. It does provide better engagement/attribution analytics to the PUBLISHER than would a PDF (e.g.- view time, number of clicks, etc).
But is this content “easily accessible” FOR BUYERS? What value do THEY get from all this repetitive interaction when what they really want is relevant information as quickly as possible?
If the above stat is to be believed, this “flip-book” approach is in fact a HURDLE for Buyers. Would you do all 25 clicks – or just download the PDF to save time?
Good interactions should be OFFERED in your content – not forced. And they should be BENEFICIAL TO THE BUYER, bringing immediate value with that interaction (e.g – visual feedback, real-time content customization to make it more relevant, etc). Why present valueless interactions just because of platform limitations and/or your own analytics?
Next, the report talks about relevance in regards to personalization. Take this great quote:
“Marketers are starting to highlight key pain points that are relevant to prospects, so we’re seeing this shift toward relevance as personalization. From that perspective, there are more sophisticated or mature marketers with established audiences who are personalizing toward segments of accounts or personas, which is where a lot of people have caught traction and seen success.”
But again how is this executed? I’m a known contact but the report doesn’t personalize for me, even at a token level. And why couldn’t the content in this report dynamically customize for businesses vs agencies, each having different use-cases, needs, and pain-points? How about custom CTAs?
Serving up dynamically customizing content experiences that are truly relevant to the needs of EVERY Buyer, in their specific role, and in each specific stage in the buying journey – is what SHOULD be happening with content today.
Finally the report talks about data to drive all this. But here’s the hard truth: All the data in the world won’t fix needlessly limited content.
That’s why we built SplashMaker. Give us a shout if you want to know what’s possible.
https://demandgenreport.turtl.co/story/whats-working-personalization
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