What is Smart Content?
Smart Content
Smart Content is content that is personalized to the characteristics of the visitor consuming it. This can be done in a multitude of ways, but the core principal behind Smart Content is that personalized relevant content better engages visitors and leads them through your sales funnel much more quickly and efficiently than static, one-size-fits-all content.
The Advantages Of Using Smart Content
Enhanced Personalization
All marketers know that personalized content performs better than generic content. Personalized email messages are 26% more likely to be opened than emails with non-personalized subjects.
Smart content gives you the power to create content that is highly personalized and relevant to the person reading it. Resulting in a better experience for the user, and a higher chance of conversion for you.
Better Targeting
The data collected by your CRM and marketing software, combined with the automation and intelligence of smart content software, enables you to create content that is highly targeted toward very specific groups of users. Also, smart content enables you to create an infinite number of different variations on one piece of content, targeted for as many different groups as you need.
Automatic Optimization
Smart content really starts to demonstrate its power when it utilizes AI-powered automation to optimize for conversions in real-time.
Sophisticated machine learning algorithms mean that your content can optimize itself automatically with each user visit, learning from the actions of each previous visitor.
This means there’s no need for time-consuming and resource-intensive A/B testing to optimize your marketing messages. The software takes care of everything automatically.
Improved and Measurable ROI
Smart content offers an impressively higher ROI than static content for all of the above reasons and crucially, the data that allows you to calculate ROI accurately is easy to collect and measure.
Marketing software with smart content functionality makes it easy to see how people are interacting with your content.
How do you make smart content?
Targeting demand/discovery
Identify high-value topics through content briefs that target different digital content strategies. Such as stopping competitive threats or capitalizing on local demand. Content briefs assess the ROI of new content items and prioritize their development by unveiling insights. Such as consumer intent, topic opportunity sizing, characteristics of top competing content, and recommendations for improving digital content performance.
Always optimized and always-on
To ensure that your content adapts to changes in customer and market demand over time, you need dynamic content recommendations for every piece of content created as well as any existing web page. The recommendations are relevant to the page content, keeping website visitors engaged and converting.
Integrated and efficient content workflow for content and conversion
Marketers need a complete end-to-end workflow that takes marketers from ideation through marketing content publishing as well as amplification and performance reporting. In this workflow, Smart Content ranks faster, acquires new customers, and stays optimized for search and mobile.
Smart Content can be used by marketers to create articles, campaign landing pages, blog posts, knowledge center documents, marketing product pages and more. It provides customized templates and organized, easy-to-use CTA assets.
Profitable
Increase content ROI: Make intelligent content investments by identifying high-value topics that customers search for, are favorable to you from a competitive perspective, and have the most commercial value. Prioritize content that will increase organic visibility and engage customers.
Increase organic share of voice: Outsmart the competition by uncovering important topics. Where they outperform you in search and by understanding the tactics they employ. So that you can develop more targeted content with integrated intelligence and automation.