Our computers are getting faster and stronger and according to Moore’s law their processing power will double every year from now on. This means that we are experiencing a consistent and ever increasing amount of information, data and images when we are online. We acknowledge some of it – but ignore most. Consequently customised content has become key in today’s marketing.
Customised Content is Targeted Your Audience
Every single day, an endless amount of content is being published and consumed by the masses – but a whole lot of it is being ignored and here’s why: Consumers are spoilt for choice and are therefore getting picky. They want relevant custom content.
The need to set your brand apart from the noise of social media has never been more urgent and the only way to stand out is to produce localised custom content that adds value for your customers by educating, helping and/or entertaining. We say Facebook is global, but social is local.
Now, more than ever, brands need to find new ways to engage with their target audience in order to generate leads that turn into sales. If your brand is just like the rest, consumers are not likely to take any notice at all. Localised and customised content is thus crucial in order to draw attention to your brand, and target your content to your audience’s interests and demographics will pay off in your return of investment (ROI).
People Like Customised Content
Already back in 2011, a study showcased that consumers appreciate companies’ efforts to provide customised content. Almost four years later, this tendency is still growing and the social platforms have been adapting to the evolvement, e.g. Facebook’s decline in branded organic reach.
Today, according to the infographic below from Mashable, 61% of consumers prefer buying products from a company with customised content and 80% of decision makers prefer content marketing to advertisement. In addition to that 50% of online consumer time is spent engaging with customised content. That is quite a lot of time, considering the amount of time people spend online.
Check out the full infographic below for more interesting facts about content marketing, customised content and ROI.