Personalization in content marketing benefits from the cocktail party effect - when you’re at a noisy party, the voices around you blend together until someone starts talking about you or something relevant to you, and then you’re able to hone in on that one conversation. The more relevant a piece of content is to someone, the more effortless it is to attract their attention. Our choose-your-own-adventure is an example of this in action. By answering a few questions at the start and making personal decisions throughout, the reader is essentially following a trail of breadcrumbs laid by themselves. As the story is hyper-relevant to them, they’re cognitively encouraged to engage deeper and for longer. For reference, this document has a 2% bounce rate. You can try it for yourself here.
For more tips and examples of the creative ways brands are using the psychology of personalized content, join Nick Mason, CEO and Founder at Turtl, and Shirin Oreizy, Founder and President of Next Step, in this webinar.