There’s a lot of talk out there about personalizing content and having “one-to-one” conversations with buyers. And while personalization can yield some great benefits, it’s difficult to scale, with marketers citing the ability “to personalize every single customer interaction with relevant data and offers” as their biggest challenge according to Forrester. There's an easier way.
From Content Shock to CRaP--and an all around lack of quality content--the biggest threat to Content Marketing seems to be Content Marketing itself. By identifying some serious issues with the prevailing wisdom about messaging, we can see what we might be overlooking and how we might do better.
Useful advice on how to get your employees to generate great content and how to avoid common issues along the way.
Personalization is, at its heart, simply tailoring a combination of specific messaging and content from a predefined menu.