The Right Content Marketing Approach for Your Online Business

As an online business, you use content to help attract premium visitors to your website. Then search engines, not just Google, deliver search traffic based on the content that best matches the customer’s request for information. This is the goal of content marketing.
Creating useful and interesting content for your website pays off. Keep in mind that content marketing leaders get eight times more traffic than those who don’t use content well, according to technology leader, Neil Patel. What kind of content works best? Well, the short answer is that you need a mix of content types, styles, and lengths.
But an interesting fact is that while consumers’ attention spans fade, it is still longer content that attracts more site visitors. The highest-ranking content on Google ranges from 1,140 to 1,285 words, depending on search metrics. And visitors actually read the content, spending close to 40 seconds on long articles (which is a really long time in the online world!). Additionally, readers end up staying longer on the website that hosts the content.
If that’s not enough to prove the value of good content, consider this: high-quality content generates three times more leads than traditional outbound marketing methods; And content marketing costs are 67 percent lower, according to a measure of demand. Of course, long articles are not the only requirement for creating an effective content marketing strategy.
Personalized content is an increasingly important component of online success. And when it is offered through your website, personalization is specifically referred to as web personalization.
Here is a definition of these three concepts, because you’ll want to combine them all:

3. Content Marketing: The process of developing and distributing content of all kinds that attracts, acquires and engages a target audience for the purpose of achieving general marketing and business objectives, and contributes in particular to increasing brand awareness, lead generation, and revenue growth.

2. Content Personalization: A marketing strategy (as part of content marketing) that uses content written for a particular audience or character, aligning the purpose of a piece of content with that person’s needs. Content customization can also be applied to smaller pieces of text within a larger piece of content. For example, in an email written for a general audience of business people, there may be a single paragraph or even a single sentence in the email that is changed dynamically (depending on the recipient). The majority of emails are the same for all recipients, but the dynamic content portion changes with the email to address different buyers by job title or industry, for example. The key to personalization is that you know enough about your audience to divide them into different groups so that you can customize the way you talk to them.

3. Web personalization: Web personalization is the same as content personalization but occurs specifically over the Internet, and can vary by channel or device. In this case, the personalized content from your website is delivered to your desktop or to a mobile device, and it can also happen within a web or mobile app. It takes the written content of a particular segment or buyer persona and matches it with those parts that come to your website. For example, an online pet store might have a website visitor who enters the site previously identified with a product interest in dogs. Only content (coupons, special offers, articles) about dogs is shown to the site visitor. If there is enough data to know what type of dog breed or size of dog a website visitor has, these shows and articles may be further customized to the specific breed. The level of web customization you offer depends on how well you know the customer and how well you customize your content.