One of the more advanced pieces of advice we tend to give to people looking to improve their content marketing is to make better use of personalisation. It’s easy to see why. If you can target people will content that is far more likely to appeal to them based on what they’re interested it, then they’re far more likely to engage with that content, spend longer on the site and once you’ve hooked them in you can set about trying to convert.
It’s a simple narrative based on simple logic. But does it hold up to rigorous analysis? When we’re A/B testing various different types of messaging on Smart Insights, it’s not always the one that you’d logically think should work best that ends up performing optimally.
