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Create Smarter Content

Posted by on 16 May 2018

Are you looking for a way to reach more, qualified potential customers without spending a lot more for marketing? Would you like to work smarter rather than harder and see the results on your bottom line? You need not look any further than smart content.

What is smart content?

Smart content, sometimes also referred to as dynamic content, is content that changes based on the viewer's browsing history, location and demographics. Smart content makes sure that your message is seen by those who are most likely to buy your product or service. In addition, it makes for a more enjoyable user experience, since your site visitors or email recipients are getting content that's targeted to their interests, age group and location.

How to use smart content to promote your business

The key to using smart content effectively is gathering the information necessary to segment your content and gear it towards the right audience. This can be gained from your website host, by polling your readers or by purchasing a data base from a third party. You can also use software that changes your email content based on the person's demographics. Ideally, you'll want to know things like what type of device the person uses for most of their digital communication, where they are located, whether they are male or female and their age. For B2B products and services, it is also helpful to know the person's position in the sales channel, what industry they work in and the size of their company.

Examples of smart content include Amazon's recommendation module, where products are recommended to a user based on past purchases and browsing history.

  • email - While the majority of people would rather be contacted via email with marketing information (according to a 2017 State of Inbound Marketing Report), the vast majority of emails go unopened. The key to bucking this trend and getting your marketing message heard is personalization. That's where smart content is invaluable.
  • website - Bounce rates continue to plague digital marketing companies. Keep your site visitors interested in your content longer by making it speak differently to them via smart content.
  • mobile app - Another good way to use smart content is to bypass the usual digital marketing channels altogether and encourage your customers (or potential customers) to download a mobile app that allows them to view content and products chosen specifically for them.

Increasing your digital marketing effectiveness doesn't always mean that you have to work harder. Often working smarter, like making effective use of smart content, can make a big difference in your bottom line.