In recent years, Inbound Marketing , especially in content strategies, has included new elements and
concepts, and one of them is Smart Content.
Thanks to this, strategies can be much more personalized and intelligently adapted to the needs and
interests of the public.
Sounds like an interesting and useful concept, right? If you want to learn more about it, keep reading!
What is Smart Content?
Essentially, Smart Content seeks to netherlands telegram data adapt the content to the
phase of the purchasing funnel in which the user or potential client is .
To accomplish this task, it analyzes the browsing history on the site and, based on this, adapts the
information and topics to be covered in the different materials of a Content Marketing strategy .
It is a system for managing and intelligently using the corporate website or blog, which is directly
linked to Marketing and the content plan .
How does Smart Content work?
The effective functioning of Smart Content top 15 new salesflare features in 2019 is directly related to
a quality Marketing automation tool, which preferably has functionalities such as these:
- information about visits;
- Personalization of texts, forms and calls to action (CTA) ;
- experience personalization without coding or manual integrations;
- Creating specific content for visitors coming from a specific website.
This shows that Smart Content works by analyzing the user’s intention and their
navigation on the internal page or blog , as well as sites where your content has been published
or used as reference links.
All these features make this practice provide strategic management of the user from their first visit.
Thanks to this concept, generally, the first time a person enters a website or blog, they encounter generic and general content.
Then, as they show interest in certain topics or products, they come across much more specific
materials, which encourage them to take positive actions for the purchasing process .
What are the advantages of Smart Content for a strategy?
Although you already know what Smart cmb directory Content is and, therefore, you are aware of its
potential, it is worth explaining to you, specifically, its main advantages.
Are you ready to find out what they are? Pay attention!
Acceleration of purchasing processes
One of the great advantages of Smart Content is that it integrates naturally into the lead nurturing
and lead scoring processes .
In the case of lead nurturing, it is based on a constant flow of nutrition through personalized emails,
which can be much more precise and dynamic thanks to the implementation of this concept.
Meanwhile, lead scoring scores and classifies leads according to their interests, something that is also
directly related to Smart Content.
As a result of this integration, the user goes through the purchasing process in an accelerated manner
, since they always have relevant content at hand, strategically managed to take them to the decision stage.
Increased engagement
When it comes to Marketing, its scope goes beyond generating sales leads. Among other things, it
deals with fostering a real connection with the public or audience, i.e. engagement .
By applying Smart Content, users will be “hooked” with your content, as it will truly respond to their
needs. This will motivate them to make comments, share posts and, in general, constantly interact with your brand .
Optimizing the user experience
The above points, especially the one about increasing engagement, demonstrate that applying the
principles of smart content translates into optimizing the user experience, which is key to attracting customers and, furthermore, retaining them.
A good experience when interacting with your content will eliminate friction and let customers know that your brand is truly committed to meeting their needs and helping them on a daily basis.
How to apply Smart Content in your strategy?
To explain how to apply Smart Content, you need to be clear about what you need to do to do it:
Centralized database
This is the basis on which you will support the personalization of content and all information, as a marketing automation tool .
Integrated email system
This system must be integrated with the database, to strategically select the email contacts to whom each content will be directed.
Content Manager
It is a platform or program that will allow you to create and distribute content, also known as CMS . The most used in the world is WordPress.
Custom Content Generator
It is nothing more than the tool that will give you the possibility to show and hide content, images and text and, in general, adapt the materials to each user.
With all these elements, you simply need to analyze the users’ intentions to deliver content tailored to their characteristics through different channels.
Smart content should also span all media and integrate them with each other.
That said, below we will mention the best practices of Smart Content in each of the channels of a strategy and elements that make up the materials.