Val Stepanova
By:  Val Stepanova

Published: September 24, 2020


Last Updated: April 15, 2024

Why & How You Should Personalize Your Content
Why & How You Should Personalize Your Content

In this article

We’ve all heard the saying: “Content is king.” And while it might be an overused quote, it does acknowledge an undeniable truth.

Quality content can play a huge role in attracting the right people to your business, nurturing their interest and, ultimately, turning them into customers. This is likely one reason you work so hard to produce and publish content for your business. But an important question lingers.

Is your content as good as it possibly can be? The answer is “no” if you’re not making use of personalization. Thankfully, that’s an easy fix. You’re about to learn simple steps for personalizing your content in HubSpot. But first, let’s talk about why you’d want to personalize in the first place.

4 Good Reasons to Personalize Your Content

Personalization has many benefits. We’ll discuss 4 of the most important.

  1. 1. There’s Less Friction Along the Path to Conversions

The easier it is for people to convert, the higher the chances that they’ll do so. This is true for both small goals like subscribing to your email list and large ones like making a purchase.

What part can personalization play in reducing friction along the path to conversion? Imagine that you already have some important information about a prospect. Rather than requiring them to submit that info all over again to take a next step, you can auto-fill the info you have and require only the details that you still need.

It may seem like a small gesture, but it’s one that many will appreciate, especially if it saves them time.

  1. 2. Your Messaging Makes a Greater Impact

Generic messaging can get your points across. However, those points make more of an impact when they’re addressed to a single individual and highly relevant to their interests, behaviors, and preferences.

For example, if you receive a cookie-cutter mass email and a customized email written just for you, which one are you more likely to respond to? The latter, of course. The point? More relevance equals a greater chance of conversion.

  1. 3. You Can Nurture Leads More Effectively

Not everyone is at the same stage in your marketing and sales funnels at the same time. Therefore, to be most effective, your content should center on what leads need to hear at each stage in order to move on to the next.

  1. 4. You Keep Your Audience Interested Long-Term

A recurring theme in marketing is the need to get people to stick around longer. The more you get people to engage over the course of time, the stronger their connection to your business. And that can mean new and repeat sales, positive word-of-mouth, and a bunch of other benefits!

One of the ways to keep your audience interested and engaged over time is, of course, personalization. Use it to display different offers and content to your site visitors based on their interests, behaviors, and their stage in your sales cycle. This will prevent them from getting bored with your content and keep them moving steadily through your funnel.

How to Use Personalization Tokens in HubSpot

Now that you know what you have to gain, you also need to know how to personalize your content in HubSpot.

  1. Navigate to your email, landing pages, or website pages in HubSpot.
  2. Either click Edit by hovering over the content you want to personalize or click Create email/landing page/website page.
  3. In the editor, click a rich text module to insert a personalization token.
  4. Place your cursor where you want to insert a personalization token and click the Personalize dropdown menu in the rich text toolbar.
  5. Click the Token dropdown menu, then use the search bar to select a Token. You can choose from company properties, contact properties, subscription type, etc.
  6. If you select Contact owner or Company owner, click the User property dropdown menu to select a property from the owner’s user profile to use as your token.
  7. Set a default value for the token. The default value will be used when the contact does not have a value for that specific property. You can also set global default values for the tokens.
  8. Click Insert token.

The token will then be highlighted in the rich text module with the name of the selected property. Once you add all the tokens that you think are appropriate, you can preview and publish your content as usual. It’s that simple!

Enjoy the Benefits of Personalized Content

True, it may take a little extra time and thought to personalize your content effectively. But is it worth it? You bet! As we mentioned, you can nurture leads more effectively, have more productive sales calls, and encourage more conversions, all of which directly benefit your business. No doubt, you’d love to enjoy those advantages so start personalizing your content right away!