Smart content: how to use them to personalize your content
Posted: Mon Dec 09, 2024 8:05 am
With “ smart content ”, which in Italian we could translate as “intelligent” or “adaptive” contents, we mean those textual elements of a web page (or an e-mail) that, based on some configured rules, change to better adapt to the user who is using it.
In essence, you create personalized experiences that make people think, “This is exactly what I was looking for!”
This is a very advanced mechanism that, ironically, is based on a very “classic” marketing rule. However, if applied correctly, it can bring excellent results in terms of lead nurturing and increased conversion rate.
Smart content: why do they work?
We all know the ever-present mantra of marketing, not necessarily digital: show the right content to the right audience and the chances of that audience turning into customers will dramatically increase.
But not only that, with content marketing you can achieve many other goals, as demonstrated by the data from the most recent research by the Content Marketing Institute on Content Marketing in the B2B sector: brand awareness, establishing credibility and trust, educating, etc.
Credit: B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022
This approach - almost an axiom, by now - has found a natural field of application in digital marketing, especially thanks to the technological tools that current CRM platforms make available.
With solutions capable of managing content dynamically, such as HubSpot, it is therefore possible to optimize the user experience in an initial - but crucial - phase of their path to conversion: smart content acts mostly in the consideration level of a hypothetical conversion funnel , but it is also useful later, in the retention phase . Why? Simple, those phases are the two moments in which the content "pushes" the person to perform the desired action: a purchase, a registration, sending a form, a new purchase or other.
A classic example of smart content can be found on the most innovative e-commerce sites: the boxes on product pages that suggest related products or other products purchased together with the one displayed are a particular application of dynamic content.
Again, newsletters that address the user by using his name in the introduction, or that show him a selection of products based on his preferences, are other examples of smart content.
Even some effects of retargeting advertising campaigns , which during cambodia telegram mobile Phone Number list online browsing show the user the product that he or she has put in the cart but has not purchased, are smart content techniques: in this case, the advertising banner “alters” the page that hosts it, modifying its content to encourage conversion.
Simple, yet effective.
How to use smart content in your content
To exploit the potential of smart content in your digital marketing activities, you obviously need to have the necessary technology available. Although, ideally, it is possible to develop mechanisms of this type in-house, the most convenient, fastest and often also economical choice is to rely on already “tested” platforms, such as HubSpot or Salesforce CRM.
But how to implement dynamic content? As with (almost) all marketing activities, we start with a strategy that is closely linked to the data we can obtain on our online visitors or those we already have on our customers, from the leads received or the conversions that have taken place.
In the first case, there is information that is “passed” with the simple visit, even if the user is unknown to the site. This is information related to the user agent, or the application - in this case a browser - with which access occurs, and other session data, including:
Place;
In essence, you create personalized experiences that make people think, “This is exactly what I was looking for!”
This is a very advanced mechanism that, ironically, is based on a very “classic” marketing rule. However, if applied correctly, it can bring excellent results in terms of lead nurturing and increased conversion rate.
Smart content: why do they work?
We all know the ever-present mantra of marketing, not necessarily digital: show the right content to the right audience and the chances of that audience turning into customers will dramatically increase.
But not only that, with content marketing you can achieve many other goals, as demonstrated by the data from the most recent research by the Content Marketing Institute on Content Marketing in the B2B sector: brand awareness, establishing credibility and trust, educating, etc.
Credit: B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022
This approach - almost an axiom, by now - has found a natural field of application in digital marketing, especially thanks to the technological tools that current CRM platforms make available.
With solutions capable of managing content dynamically, such as HubSpot, it is therefore possible to optimize the user experience in an initial - but crucial - phase of their path to conversion: smart content acts mostly in the consideration level of a hypothetical conversion funnel , but it is also useful later, in the retention phase . Why? Simple, those phases are the two moments in which the content "pushes" the person to perform the desired action: a purchase, a registration, sending a form, a new purchase or other.
A classic example of smart content can be found on the most innovative e-commerce sites: the boxes on product pages that suggest related products or other products purchased together with the one displayed are a particular application of dynamic content.
Again, newsletters that address the user by using his name in the introduction, or that show him a selection of products based on his preferences, are other examples of smart content.
Even some effects of retargeting advertising campaigns , which during cambodia telegram mobile Phone Number list online browsing show the user the product that he or she has put in the cart but has not purchased, are smart content techniques: in this case, the advertising banner “alters” the page that hosts it, modifying its content to encourage conversion.
Simple, yet effective.
How to use smart content in your content
To exploit the potential of smart content in your digital marketing activities, you obviously need to have the necessary technology available. Although, ideally, it is possible to develop mechanisms of this type in-house, the most convenient, fastest and often also economical choice is to rely on already “tested” platforms, such as HubSpot or Salesforce CRM.
But how to implement dynamic content? As with (almost) all marketing activities, we start with a strategy that is closely linked to the data we can obtain on our online visitors or those we already have on our customers, from the leads received or the conversions that have taken place.
In the first case, there is information that is “passed” with the simple visit, even if the user is unknown to the site. This is information related to the user agent, or the application - in this case a browser - with which access occurs, and other session data, including:
Place;