Content may be king, but personalization is the crown jewel. Not all content is created equal. When it comes to your buyer journey, content that personalizes value is all that matters!
Too often, we see content created for its own sake, not to build or deepen engagement. It just creates noise.
Veracross (www.veracross.com), a premier provider of SaaS-based School Information Systems (SIS), has elevated content personalization to an art form, speaking to each of its buyers individually across every step of the buyer journey.
Veracross has four content practices that set it apart, all anchored in a “one-click” browsing experience from its website.
Content Personalization by Role
It starts with role personalization. From the home page, under the “Who we serve” menu, there are 8 roles with which the user can identify, whether it is Technology, Academics, or Health Office.
The “School Leadership” role page, for example, goes beyond merely describing Veracross’ products by outlining value propositions, specific buyer outcomes, as well as practical actions for the Head of School. This narrative is supported by three role-aligned testimonials and case studies. Each case study is linked to a connected content stream of relevant blogs, ebooks, and webinars.
Content Personalization by Goal
Personalization continues with goal personalization, or what the buyer is trying to accomplish. Under the “Meet our Solutions” tab, the user can find content pages related to the 10 types of goals served by Veracross, such as Development, Academics & Student Life, and Tuition Management among others.
On the “Academics” and “Student Life” pages, users will find testimonials and case studies that speak to positive changes in student behavior and incidence monitoring. The testimonials are featured both on the website and on the G2 product review site to build external credibility and foster trust. Each case study again connects to blogs, ebooks, and webinars for any buyer interested in the goal area.
Content Personalization by School Segment
There is also personalization by school segment. Under the “School Types” tab, there are four pages dedicated to the different segments that Veracross serves, such as K12 private schools or international schools, with targeted case studies and aligned content.
Personalized Resources
A typical website Resource section presents a linear list of content, which is sorted by the most recent, and content types. Veracross takes it to another level of personalization. Users can sort content by type but can also filter specifically for resources relevant to their specific goals.
Veracross understands that in a world full of content noise, the key to capturing and retaining mindshare lies in delivering highly personalized content. Every piece of content they deliver serves a purpose.
