Study: Personalization makes content more impactful

Marketers are relying on content marketing efforts more than ever, and many are finding increased success through content personalization, with 80 percent of respondents to a new survey finding personalized content to be more effective.

The "Content Marketing's Evolution: The Age of Hyper-Personalization and Automation" report from Demand Metric and Seismic polled B2B marketers on their content efforts, and found that personalization is driving success.

"This new report shows that the race towards content personalization is on," Jerry Rackley, chief analyst at Demand Metric, said in a company statement. "Eighty percent of respondents find personalized content more effective, and when one also considers that more than half of those polled are considering implementing or are using content personalization tools, those who are not may find themselves at a competitive disadvantage in the very near future."

The study found that personalizing content is now the norm for B2B marketers, with 61 percent of participants personalizing their content in some way. The average length of time personalization has been in use by study participants is just over two and a half years.

Study participants who personalized between 21 and 40 percent of their content reported the highest rate of that content meeting its objectives.

Demand Metric and Seismic also found that personalization contributes significantly to overall content marketing effectiveness, with 56 percent of those using personalization rating their process as effective or very effective, while only 29 percent of those who do not personalize content give their content marketing process this same effectiveness rating.

"The conclusion of the report is unmistakable: content personalization throughout the customer journey—from first-touch to close—is imperative," Seismic CEO Doug Winter said in a company statement. "Much like how marketing automation disrupted the marketing landscape about a decade ago, marketers today that can execute a holistic and efficient content personalization process before their competitors do will be in a much better position to win more deals and close more sales."

For more:
- download the complete report
- read the full company statement
- check out this video graphic on the report

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