Discover the concept of Smart Content and its impact on Content Marketing strategies – WAU
Smart Content is a type of digital content produced especially to satisfy a user’s search on the Internet, providing information that meets their needs through data analysis.
In recent years, Inbound Marketing, especially in Content Marketing strategies, has included new elements and concepts, one of which is Smart Content.
Thanks to this, strategies can be much more personalized and adapt intelligently to the needs and interests of the public.
In this article, we’ll cover the following topics:
It sounds like an interesting and useful concept, right? If you want to know more about it, keep reading!
What is Smart Content?
Essentially, Smart Content is a marketing method that adapts content to the stage of the sales funnel through which the lead is being conducted.
To accomplish this task, analyzes browsing history on the site and, based on it, adapts the information and topics to be treated in the different materials of a Content Marketing strategy.
It is a management system and intelligent use of the corporate website or blog, directly linked to Marketing and the content plan.
How does Smart Content work?
The effective functioning of Smart Content is directly related to a quality Marketing automation tool that preferably has resources like these:
- information on visits;
- personalization of texts, forms and calls to action (CTAs);
- customization without codes or manual integrations;
- creating specific content for visits from a specific website.
This demonstrates that Smart Content works by analyzing user intent and navigating the internal page or blog, as well as on the sites where your content was published or used as referral links.
All these features make this practice provide strategic management of users since their first visit.
Thanks to this concept, generally, the first time that a person enters a website or blog finds generic content.
Then, as he shows interest in certain themes or products, he begins to find much more specific materials, which encourages him to take positive actions for the purchase process.
What are the advantages of Smart Content for a strategy?
Although you already know what Smart Content is and therefore know its potential, it is worth explaining, in a specific way, its main advantages.
Are you ready to know what they are? Keep reading!
Acceleration of purchasing processes
One of the great advantages of Smart Content is that it is naturally integrated into the nutrition and lead scoring processes.
In the case of lead nutrition, 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.
In turn, lead scoring scores and classifies leads according to their interests, something that also has a direct relationship with Smart Content.
As a result of this integration, the user goes through the purchase process in an accelerated manner, as I have always feared relevant content at hand, strategically managed to take him to the decision stage.
When it comes to marketing, your reach goes beyond generating sales opportunities. Among other things, it is about promoting a real connection with the public, that is, engagement.
When applying Smart Content, users are “addicted” to their content, as they really respond to their needs. This will motivate them to comment, share publications and, in general, constantly interact with your brand.
Optimizing the user experience
The previous points, especially the increase in engagement, demonstrate that the application of the principles of intelligent content translates into the optimization of the user experience, essential to attract customers and also to earn their loyalty.
A good experience while interacting with your content will eliminate friction and let customers know that your brand is really committed to meeting their needs and helping them on a daily basis.
How to apply Smart Content to your strategy?
To explain how to apply Smart Content, you need to be very clear about what you need to put it into practice.
1. Centralized database
This is the foundation on which you will support the personalization of content and all information, as a marketing automation tool.
2. Integrated Email System
This system must be integrated with the database to strategically select the email contacts to which each content will be directed.
3. Content Manager
It is a platform or software 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 just the tool that will give the possibility to show and hide content, images and text and, in general, adapt the materials to each user.
With all these elements, just analyze the users’ intention to deliver content adapted to its characteristics through different channels.
In addition, smart content must cover all media and integrate them with each other.
That said, now we will mention the best practices of Smart Content in each of the channels of a strategy and the elements that make up the materials.
On which channels can Smart content be distributed?
- create workflows for sending internal emails with contact details;
- put the name of the leads in the email greeting;
- use close and direct language, even with those who have not yet shared contact information.
- making action calls according to the stage of the sales funnel;
- invite to read different content of interest before making direct contact proposals;
- invite to interact, as this creates proximity.
- request only basic contact information;
- invite to fill them in exchange for rich materials like e-books and webinars.
Very well! You already have enough information to apply Smart Content and get all its benefits.
Remember that with this methodology, you can improve the user experience, generate engagement and, of course, increase sales opportunities.
Obviously, in order to obtain all these benefits, it is important to combine the different technological resources, such as content management and marketing automation platforms, with the monitoring and support of specialists in production and content analysis, SEO and other related areas.
Did you find this material interesting? To expand your knowledge of content strategies, we invite you to download our complete, free Content Marketing guide!