Author: Ann Gynn

Ann Gynn edits the CMI blog. She also serves as the Tech Tools editor for Chief Content Officer magazine. Ann regularly combines words and strategy for B2B, B2C, and nonprofits, continuing to live up to her high school nickname, Editor Ann. Former college adjunct faculty, Ann also helps train professionals in content so they can do it themselves. Follow Ann on Twitter @anngynn or connect on LinkedIn.

By ann-gynn published August 1, 2014

Content Marketing Personalization: When and How to Use It

fingers grabbing dandelion fluff-sepia imagePersonalization is the process of targeting content to individuals based on one or more of the following: who they are; where they are; when, why, and how they access content; and what device they use to access it, according to Scott P. Abel of The Content Wrangler. 

Nearly all B2B organizations (95 percent) make some attempt to segment their content based on their audience, according to CMI’s 2014 B2B Content Marketing research report. The top five ways cited include industry trends, profiles of individual decision-makers, company characteristics, stage in buying cycle, and personalized content preferences. 

Yet, personalization is difficult to do in content marketing, says Rebecca Lieb of Altimeter Group. “Content marketing tends to be both longer-form and much less automated than other types of personalized digital marketing, such as email and banner ads.”Continue Reading