Written by: Vickie Sullivan  |  May 04, 2023

The Best Way to Personalize Your Content

With larger companies investing heavily in sales and marketing personalization, you may feel intimidated and worried about the relevancy of your content.

Don’t go there. You’ve got this.

Here’s my go-to tactic that can help you compete with the big dawgs: on-the-ground stories.

You are probably excellent at using stories to define challenges and scope solutions. Now go further personify the environment. Use one single dynamic or situation that feels so familiar that buyers think, “Ya know—they get us.” Here are some examples: a single customer for sales organizations, a single situation for diversity or culture challenges, or one bad boss for leadership solutions.

The key: One. Single. Thing.

You can use these narrow narratives in your content marketing, as well as your marketing tools (website, email, social media groups, etc.). By describing the buyer’s world in up-close and personal terms, you set up a context where your recommendations have more credibility.

Listen: How Buyers’ Expectations on Personalization Have Changed 

Yes, it’s important to define your buyer’s problem and recommend solutions. But showing that you know where the bodies are buried, so to speak, influences the buyer’s perception about your perspective.

Now Read This:

• Guiding Buyers: 2 Ways to Personalize Your Approach
• Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road