Smart Content make it work for you!

“Smart” content in essence is dynamic content and if that term sounds  familiar to you, it’s probably because you’re aware that there are “static” websites and “dynamic” websites.

Static websites are hard-coded, displaying the same information to all viewers at all times. Dynamic websites extract their content from a database and construct webpages on the go, meaning that the data displayed can change to suit the viewer.

Most websites these days are dynamic because they are both more powerful and more flexible. As the data is stored in a database and completely separate from the visual design, it’s very easy to update the look of the site. The content isn’t all mixed in with the display. Smart content works on much the same principle. Smart content can change and adapt dynamically, depending on who is reading it and the content can be targeted to the reader creating a more personalised experience and potentially boost conversions.

Smart content references your customer relationship management or marketing automation platforms to find out information about the individual that is using it. This can include details such as their name, age, where they live, email address and interactions with your social media accounts, details of other websites that they have visited, previous activity on your site and other useful information.

This information can then be used to customise the content in a variety of ways. This can include customised e-mails but you can also divide your users into different targeted groups and optimise your content for each group. Furthermore, there’s no limit to the customisations you can make with smart content. You could change your calls to action to appeal to different user groups or change the visual appearance of your content with different images and colours.

In addition all marketers know that personalised content performs better than generic content with personalised email messages being 26% more likely to be opened than emails with non-personalised subjects and 78% of consumers reporting that they are unlikely to engage with brand promotions if they’re not tailored to their previous interactions.

Smart content gives you the power to create content that is highly personalised and relevant to the person reading it, resulting in a better experience for the user, and a higher chance of conversion for you.

Data collected from your customer relationship management (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.

With traditional marketing, it would simply not be practical to create more than a few different versions of content. The process of creating the various versions, as well as measuring results, would simply be too time-consuming and complex. However 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.

With AI- powered automation smart content really starts to demonstrate its ability to optimise for conversions in real-time. Sophisticated machine learning algorithms mean that your content can optimise 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 optimise your marketing messages – the software takes care of everything automatically.

Furthermore, smart content offers an impressively higher return on investment than static content for all of the reasons mentioned and crucially, the data that allows you to calculate ROI accurately is easy to collect and measure. And marketing software with smart content functionality makes it easy to see how people are interacting with your content, including how long they’re reading it for, where they click, and if that click leads to a sale or other conversion.

To sum up smart content may sound like quite a complicated thing to set up, however, one of the best places to start is by making sure you know your audience really well and collect as much data as possible. The more accurately you can segment your audience, the more effective your smart content will be.

If you would like help with your content get in touch.