But the most valuable data is “personally curated data.” Personally curated data is the direct representation of a person’s wishes and desires. For example, a survey they filled out that asks about preferences.
On a related note, marketing is also evolving to be more personalized and more customizable. Without personalization, a marketing campaign’s content will be lost in the sea of endless content. Companies who deliver content that caters to a customer’s tastes will win their attention, a valuable resource in today’s digital world.
Seeing the tightrope marketers must walk to survive goes to show why personally curated data is valuable. Marketers need personally curated data to create personalized content for their audience. With awesome personalized content, brands can sweep their customers off their feet.
Maria Popova exlains the human roots of evergreen content:
“In this sense, then, it naturally inclines toward what you call “evergreen” — which I take to mean enduring ideas that hold up across the years, decades, and centuries, and continue to solace and give meaning undiminished by time. It can only be this way, because as we move through life, we all invariably brush up against the same handful of elemental experiences — experiences like love, loss, the hunger for purpose, the pursuit of happiness, the struggle to reconcile the contradictory factions of our own being.”
Content can be personal and universal because many experiences are shared by all people.
