In 2018, its certain that content is going to be the main focus for anyone creating a marketing campaign. But the important questions remain in place: What should be your content marketing strategy? How do you get subscribers to respond to the content that you create? How do you create content that caters to the needs of your target audience?
The answer lies in smart content.
In HubSpot’s words, smart content refers to “content that is intelligently personalised to your customer’s needs.”
Using smart content, you can deliver content based on where customers are in the buying cycle, or different content to regular visitors. Smart content also lets you deliver personalised experiences to customers based on their country, device type, referral source, preferred language and a lot more!
Let’s take a look at an example…
You want to deliver different web experiences to first-time site visitors and regular customers. For first-time customers, you want them to subscribe to your newsletter, so a pop-up appears a minute after they’ve browsed through the page. As for the regular customers, you want to encourage them to subscribe, so you send them an email that directs them to a landing page—where they can download a free Ebook, in exchange for a subscription.
This is how smart content works in a nutshell.
Its about creating dynamic content and delivering the content based on the customer’s interest or stage in the buying cycle.
Below is an example of smart content in action—from Hubspot. On the left side, you’ll find the image of what first time visitors see when they visit a landing page. In contrast, the right side illustrates the same message, but instead of “Say Hello to the New Hubspot,” it says, “Hi Jane, Welcome back!”
In a 12 month study that involved analysing 93,000 CTAs (calls-to-action), Hubspot found that personalised content, performed 42% better. The study also found that 61% of customers preferred companies that were inclined to create customised and individualised content, and 88% of content marketing professionals planned to include personalised elements in their campaigns.
Such results are enough to get brands onboard with smart content. You’ve probably seen several examples of it for the past year.
More and more email marketing campaigns sent personalised trigger-based emails. In fact, eConsultancy found that 74% of marketers believed that targeted personalisation of emails increased customer engagement.
Several marketing experts have also talked about the famous account-based marketing strategy, where marketing teams nurture leads by sending personalised emails to B2B professionals—with links to content that seem relevant to their business. Others have created content marketing strategies that are focused on delivering content based on the segment that the consumer belongs in.
In 2018, smart content is bound to be one of the most widespread and most powerful marketing strategies. The more personalised a brand’s approach—the more likely it is that its execution will lead to more conversions.