How to enhance corporate communication with personalised content
By Berulv Tøndel and Charlotte Naversten
Can corporate communication teams take advantage of automation to deliver personalised content to audiences? The answer is yes and it does not have to mean expensive investments. Tailoring content so it is presented at the right time to the right audiences can often be done quickly with existing company tools and can greatly enhance your website.
When stakeholders visit your corporate website, they are vetting you for decisions on employment, investing, partnering, purchasing etc. The more you can do to inform and inspire these audiences, the more you will enable your business to succeed. Applying tried and tested B2C and B2B marketing automation techniques to your corporate content is an effective way to engage stakeholders. This involves presenting the right information at the right time to the right audience. We call this communication automation.
How does automated content help corporate communications?
Audiences expect the content of a website to be relevant to ensure they can fulfil their objectives as quickly and efficiently as possible. Personalising content and delivering timely, tailored messages based on a visitor's digital behaviour is one way to help them meet their objectives. This can be done using the same principles your marketing colleagues apply with marketing automation for customers.
Examples for corporate audiences include analysts being served links to the latest reports on the homepage where other audiences see links to the About or Career sections. Or a newsletter subscriber who has taken a keen interest in the website's sustainability section being presented sustainability-focused news at the top of the next newsletter while other subscribers see something else. Another example is a potential jobseeker being re-engaged after leaving the website with recruitment content on other digital platforms.
A visitor's behaviour can automatically trigger this tailored content, enabling companies to offer targeted information to different audiences. This benefits visitors by improving the user experience and benefits companies by making websites more relevant, which can help build reputation.