" If 2015 was the year of content marketing, 2016 will be the year of “less is more” content personalization. While ‘Content is King’ will continue to ring true in the new year, I predict we will see savvy digital marketers focus more on the value of data-driven content personalization to stay ahead of the game."
People won’t remember every word you say. They won’t remember every tweet you write or every Facebook post you publish. People won’t remember every visual image post to Instagram. But people will, however, remember how you made them feel.
Very soon I will board a plane bound for Orlando with my family — yes, we're headed to Disney World. On the surface there's nothing remarkable about this trip or my planning process: it's a family trip, I made the reservation online, received an email confirmation and now we wait for our departure date. Then, out of the blue, things got exciting. So exciting, in fact, that my experience brought about a glimpse of the future of one-to-one content marketing, and it was beautiful.
Before content personalization was possible, consumers were forced to engage with whatever content businesses provided for them, whether it was relevant or not. Today, this is no longer the case. The fact is, we crave personalized experiences when it comes to engaging with businesses because we want to feel like our interests and preferences are actually taken into account.
A frustrated consumer is never good for business. Three out of four consumers become frustrated when website content isn’t relevant to their interests. The fact is, if your content doesn’t resonate with your target audience, you might as well ask them to ignore you.