5 “It’s also a proven marketing technique,” according to an article by Marketing Insider Group. “90% of US adults say that Personalized content they find personalized marketing content appealing, and personalized CTAs are over 200% more effective than generic CTAs.” Personalized content places focus on smaller, sometimes niche, 90% of US adults say that they find personalized marketing content groups rather than categorized appealing, and personalized CTAs buyer personas or larger sections are over 200% more effective than of target audiences. generic CTAs. By making use of retargeted ads, for Although at first glance it may seem that example, or personalized greetings on personalized content would be more web pages, organizations are able to effective in a B2C context, this isn’t develop human-centric approaches to necessarily the case. Customers, be they content creation, allowing them to better consumers, SMEs, or corporates – more attend to the emotional needs of their specifically the buyers behind them – are customers. all people. Our experts –whom 25% directly referenced personalized content – understand this. Through this Marketers mainly see people understanding, they are able to take strides toward leveraging it in B2B as data and algorithms, not marketing strategies. as people. And that has not really made the world more “[There], we noticed an increased focus on showing more empathy rather than beautiful and better. being functional in the way you communicate,” says Verena. “You want to be more emotional and engaging. This Cor Hospes means you understand your target Founder & Strategist audience, you provide them with Merkjournalisten something that’s helpful – as in relevant – and that you also bear your company values in mind and stay true to them.” Page 9 State of Content Creation 2022