5 website challenges content targeting can help you solve

March 5, 2015 Asaf Rothem

Content targeting touches on several online marketing levels: UX, online behavior, content, and audience segmentation, to name a few. As such, it can be useful in taking on key challenges along the buyer journey. The recent changes in the buyer’s journey are dramatic – buyers are more informed, better connected, and more active than ever. Most of the purchase decision is done before a customer ever contacts the business. They search for the right solution on their own – and more than 95% of website visitors stay anonymous, faceless and scary looking, as seen below:

Content targeting helps converting anonymous visitors into MQLs

[Image designed by Freepik]

So what can you do to convert more of them anonymous visitors into marketing qualified leads? 

Here are 5 challenges on your website that content targeting can help you solve:

[1] Getting to prospects early in their buyer journey

Since prospects do their own research, marketers can’t control when and why they will visit your website. To a certain extent, you can increase your chance of success through SEO, SEM efforts and paid media. But even if you’re successful in drawing them in – now what? By understanding what content draws visitors in – and what content keeps them engaged – you have a much better chance of becoming a viable option on their vendors shortlist.

[2] Providing value – and doing so very quickly

In addition to all the troubles for marketers listed above, prospects in 2015 are very quick to judge. Very quick. Most would not stay on a website for more than 15 seconds. When you consider the average load time of 3 seconds, you are left with under 12 seconds to provide the right content as soon as you can. This is where content targeting comes into play – instead of hoping the visitor will find the right content in those ephemeral 12 seconds, that right content finds the visitor.

[3] Engaging visitors with user profiling

Online visitors are not created equally. And neither are webpages: different web pages have different length and complexity. Some publishers use it and emphasize the amount of time an article requires. For example, the good people of Medium believe that “My new role as YouTube’s Head of Captioning Accessibility”, would consume 8 minutes of your life. Taking it one step further, a visitor who spends roughly 31 minutes reading a complex data crunching blog post, is more likely to read another excruciatingly long big data sheet than someone who spends 3.3 seconds on every page (including loading time). Content targeting matches the right content to each individual visitor. This is a great service for visitors – and for your conversion rates.

[4] Increasing conversions by automatically shortening funnels

As you probably noticed, websites nowadays place a lot of emphasis on short funnels, with very clear, dominant and visual calls to action. However, in some verticals, where the buyer journey tends to be longer, strong visuals may not suffice, and some professional materials are required to lure visitors in. Hoping the visitor will magically find the right content carries a huge presupposition: that he or she have enough time, energy or willpower to start digging in your archive. There is a gap between what visitors are presented to what they seek – the relevancy gap. Content targeting in the form of dynamic and real-time calls to action bridges that gap by keeping the right content just one click away. Putting it in user behavior terms, this is shortening the funnel from each page to conversion.

[5] Increasing content ROI 

Focusing on visitors and their digital body language is just one side of the equation – the demand side. The other side is supply – that pile of content you already labored so hard to produce and by now it is simply there. Quality content is always contextual. In most cases it loses its appeal – as well as its relevancy – over time. However, more professional materials – such as ebooks, white papers and webinars – do have longer shelf life than blog posts and event related articles. Their expiration date is not for many months. In other words, by keeping these materials in your relevant content pool, you are increasing the size of your content arsenal, and therefore have better personalization options. Since the most effective marketers now spend about 37% of their marketing budgets on content marketing, resurfacing popular materials directly increases marketing ROI while also providing real value to the visitor. Combining content popularity with visitor segmentation is a good way to boost the accuracy of content targeting.

You can read more on how dynamic content recommendations convert visitors to leads it in this white paper:

Engaging anonymous online visitors

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