Content is the backbone of any marketing campaign. It fuels the success of modern marketing. The more personalised, and optimised, you can make content the better your marketing efforts are going to be. Every email campaign, every paid search campaign, blog, and of course each website page require content.
Millions of dollars are spent each year on producing great content, but how much of this content is successful? According to research by Gartner, less than 50% of B2B businesses think their content is successful and less than 20% of B2C businesses think their content is engaging.
This is where Smart Content comes in. Being able to tailor content based on the interests of a website visitor, or the place in the sales funnel they are, is very powerful.
When you have a great Customer Relationship Management (CRM) system that allows you to segment your database clearly, you can make your website content be tailored to whoever visits your website. If someone signs up on your website, and you can see they are interested in your videography services you can tailor your information to highlight that.
However, this is not the only way you can customise content. If you have content that isn’t performing on a desktop, you can even make content tailored for mobile phones. This means that your content will display differently on a desktop and a mobile phone.
We use the HubSpot system to help businesses improve their lead generation, sales and business growth, they also offer Smart Content.
By using smart content you are able to get more visitors to turn into leads. If the content the visitor is reading is more relevant to them than your generic website copy can be, they are more likely to convert.
Of course, just having the concept of smart content isn’t enough. How are you going to implement smart content into your campaigns? We’ve put a small checklist together to help you get started.
If you want to find out more about smart content or see how we can help you set up smart content on your website, on landing pages or for email campaigns, message us today.