What is Smart Content?

What is Smart Content? You may have heard this term before, but what does it mean? In short, smart content is website content that changes based on the interests or past behaviour of the viewer. Also called Dynamic Content, it’s a more relevant and personalized experience for your website visitors -- one that static content can't provide.

Marketers may modify their website pages according to the sort of person visiting them by using intel from their marketing software or CRM system. You could, for example, separate your site's pages into different categories such as leads vs. customers so that everyone who visits gets the most personalized and relevant experience possible. Since one of the keys to great content marketing is creating one-to-one personalised experiences for your customers, then this is a no-brainer but If you are not already seeing the value of this then let's talk about the benefits.

What are the Benefits of Smart Content?

The benefits of smart content are:

• More relevant and personalised experience for website visitors, imagine never having to see the same thing twice.
• Increased engagement and conversions by showing relevant content.
• Increased website stickiness as visitors are more likely to explore and find new things that are of interest to them.
• Reduced costs, as you don't need to create multiple versions/pages of content.

What are some examples of Smart Content?

• Email content that is different for first-time subscribers than it is for someone who has been on your list for a while
• A CTA (call to action) that changes based on whether the visitor has already downloaded a specific piece of content from your website
• Website content that is different for returning visitors than it is for new visitors

If you are looking for a system that allows you to create better, more personalised relationships using smart content, we recommend HubSpot.

HubSpot allows for Smart content in the following ways:

• Smart email content: using information like where someone is in their buyer's journey, you can send them emails with different types of content that will be most relevant to them.
• Smart CTA's: you can use information like what pages someone has visited on your website to show them different CTA's that will be most relevant to them.
• Smart Website Content: you can use information like what pages someone has visited on your website or where they are in their buyer's journey to show them different types of content that will be most relevant to them.

Smart Content has many benefits but for it to be successful you will need to be already mapping your content to each stage of your buyers' journey. The success of Smart Content is entirely dependent on how well your content marketing and customer segmentation strategies have been established.

To learn more about how Implementing smart content can help you better understand your audience and offer a more relevant and personalized experience that will increase engagement and conversions, give us a call! If you're not already using smart content, now is the time to start!

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