We’ve been talking about how behaviorally-targeted content can increase revenue for you and the value of your readers' experience. In our last post, we talked about how it benefits publishers, now let’s focus on your readers.
How Behaviorally-Targeted Content Benefits Your Readers
They Gain a Highly Personalized Experience. Even as we increasingly conduct our business online, we are still social creatures who crave personal interaction. People still place a lot of value on that type of service. They want to feel taken care of and understood. They aren’t inclined to waste much time on a website that they don’t feel some sort of connection with—particularly when it comes to shopping for content; meaning, it has to give them what they need, without feeling like they are just a faceless passerby. When a reader finds content that is relevant to what they need at the time they are looking for it and is able to access that content without jumping through the same hoops over and over, they feel like they are getting their money’s worth. They feel like it is made for them. And that equates peace of mind, along with a feeling of productivity and accomplishment.
They Find Relevant Content and Save Time. When you consider that you have between 3 and 4 seconds to capture someone’s attention on your website, you realize that people feel short on time. It’s a fast-paced world and your customers want what they want when they want it. When a customer finds content that is totally relevant to them and delivered in the context of how they work and when they work, they are finding tools to help them do their work and live their lives better. When it’s delivered to them, along with other content that they find useful, all of a sudden, they have a whole toolbox to work with and they didn’t have to spend a bunch of time looking for it. That’s a service people value: work made easier.
They Save Money. It’s been proven that saving your customers money doesn’t mean you have to lose money. In fact, when you deliver behaviorally-targeted content, not only are your customers benefiting by getting exactly what they want, but they are also more likely to benefit from special offers that are truly relevant to them. They get more bang for the buck and you will likely see a lot more of them.
Their Pain Points Get Addressed. We all face challenges in our businesses and many of those challenges are not apparent at a higher level. It takes understanding the context in which someone operates to actually see where some of the biggest pain points are. When you work to create behaviorally-targeted content, you are working at more of a contextual level with your audience. The more targeted you become, the more clearly you can see your audience. Their pain points emerge and you respond with content that addresses those pain points, making you a more valuable resource to them.
Hopefully, with a look at these benefits, you’ve gotten a peek at how behaviorally-targeted content is a win-win for publishers and readers alike.