How to Personalize Content So Your Customers Can Filter the Noise

Taking a few days off isn’t as easy as it used to be, because when you get back, you have to deal with your inbox. Joe learned that the hard way. After his last vacation, he spent a day slogging through his inbox. This time, after a few days off, he returned to a more manageable 438 unread emails. However, if he hadn’t deleted a bunch of emails while waiting to board his plane home, there would have been hundreds more.

But then Joe wondered what he missed in all those unread emails he deleted. All those newsletters he usually reads to keep up on industry news, practices, and trends were gone. That’s too bad there was no way he could spare the time to go through them – or was there? 

Why your subscribers need you to think differently about content

If only there was an easy way for Joe to find and pull out the best stuff in the never-ending stream of information that crosses his screens. If only Joe belonged to a company that did that for him. All organizations include people like Joe who regularly face information overload.

Like most individuals nowadays, they need to be lifelong learners to have any chance of thriving and surviving in their profession or industry. They have to understand what’s going on in their niche and what’s coming down the pike. Also, they need to know what others are doing, as well as what new ideas and practices are emerging.

The problem is, most people have limited time and energy to find that information. They can’t afford to spend hours browsing the web or reading every newsletter they receive. So what can time-strapped people do to stay on top of the game? 

This is where you can step in to help

You want to become indispensable to your email subscribers, and on a daily basis. Your goal is to provide so much value, it’s a no-brainer for potential subscribers to join. If you think you already do that because your newsletters go out regularly with the latest news and information, think again.

In reality, that’s not enough. Everyone does that now. Vendors, consultants, industry media, bloggers, and other organizations send information to your readers every day. But, what can you do to make your content so special?

Another newsletter in your customer’s or subscriber’s inbox is not the answer. You have to do something other brands or groups haven’t figured out yet.

Here’s how: help Joe and the rest of your viewers find only the best things to read. Filter and select the most valuable and relevant information and share it with your subscribers. Forget about sending a one-size-fits-all selection of content to everyone on your list. Instead, send each individual a personalized selection of content you curate based on their individual likes and dislikes.

And here’s the kicker: you can source this content not only from yourself but also from a wide range of sources.

Cast a broad net to find the best curated content

Your email subscribers would probably be willing to unsubscribe to dozens of other newsletters if they could rely on your organization to bring them news and information from all sources, instead of just one source. But it’s not like you have a monopoly on their reading habits. Maybe you did once, but you don’t now. Your subscribers are reading, watching, and listening to information from all kinds of sources.

You’re just one of many.

But you can rise above all those other providers by becoming truly indispensable. You do that by helping your readers cut through the noise and find what they really need to know. You can serve as their primary filter and provider of information.

Your subscribers need the best content, not just your content. 

Tailor content to individual needs with the help of AI

Some groups and organizations have already discovered the power of curation and send out daily or weekly newsletters featuring the best industry reads for their subscribers. Joe receives a newsletter like that from his company, but usually, only one or two articles speak to his interests as the senior marketer in his firm. That’s why he subscribes to dozens of other industry and marketing newsletters.

Email newsletters are too easy to delete when viewers have to scan through a ton of irrelevant information. Joe wants content based on his interests and needs as a CMO, not the interests and needs of his CEO or the interests and needs of his marketing intern. Joe needs to learn how large marketing departments like his are leveraging their agencies and technology stacks, not how a one-person marketing shop is using MailChimp.

But his staff can’t afford to spend time selecting and sending personalized newsletters to every  subscriber, so Joe has to clutter his inbox with all those other newsletters if he wants to keep up his game.

Or does he?

Personalized content is no longer a privilege for businesses and organizations with deep pockets. However, AI-powered technology makes it possible for any group, large or small, to deliver tailored, personalized content to all their subscribers.

AI’s job is to analyze a person’s behavior to learn about their interests, preferences, relationships and more. Then it automatically tailors the content to that reader’s needs. Over time, AI shares new content ideas it bases on market trends that are likely to be a good fit for that reader.

Finally, Joe gets exactly what he wants. Not only that, Joe can unsubscribe to dozens of newsletters, finally clearing up his inbox. He no longer worries about missing something he should read – so there’s no more FOMO. Joe has no more inbox anxiety and no more overwhelming information overload.

Now Joe, who’s always in the know, raves about his favorite daily read to his colleagues. You see where this is going, right? AI is subscriber-recruitment magic.

Up to now, it hasn’t been easy to find a way to be a daily, indispensable part of every individual’s life. Now you can provide that kind of value, thanks to AI-powered technology. Sign up to see how AI works in real life for content curation.

Find Leads. Keep Leads. Convert Leads.

Cultivating relevancy through content.

Read more from the Pushing Send Blog!

[Podcast] Pushing Send Episode 35 – Kim Jimenez
[Podcast] Pushing Send Episode 35 – Kim Jimenez

Kim Jimenez How a digital marketing strategist and educator who works with online creators to build their businesses. This is Kim Jimenez''s story about Pushing Send.Kim Jimenez is a marketing strategist, entrepreneur and educator that helps creators and small...