The world of marketing is constantly changing. Many marketers get left behind because of the wild variability and difficulty sorting trends from gimmicks.
One of the latest trends, that is definitely not a gimmick and is only growing: smart content! Leveraging this trend has seen marketers increase their CTR (Click-through rate) by over 35%! Though it might be hard keeping up with every change and improving your website might seem difficult, it doesn’t have to be.
Even if you know nothing about smart content or updating your website to provide personalized results, we can help. Keep reading to learn more about smart content and how we can craft your professional website!
What Is Smart Content?
At its most basic level, smart content serves up different content based on a variable. Based on this variable (or variables!), visitors to your site will see other forms of content. But what does this look like in practice?
Have you browsed Youtube recently or done some shopping on Amazon? Both of these companies use accounts and tracking data to deliver personalized content. Maybe it’s the latest video from a creator you’re subscribed to or a book recommendation based on past purchases.
Regardless of its source, smart content creates a personalized environment. When your customers are regularly greeted with personal and targeted content, they’re more likely to engage with it. When more customers engage with your website, they’re more likely to become loyal and convert into regular users or buyers.
Smart content references your CRM or marketing automation platforms and other software to find out information about the individual that is using it.
This may include:
- Their name
- Where they live
- Email address
- Interactions with your social media accounts
- Items they’ve bought from you before
- Previous offers they’ve used
- Other websites they’ve visited
- Previous activity on your site
- Any other useful information.
Smart Content On Your Website
One of the most powerful ways of leveraging smart content on your website is catering to your visitor’s needs. Custom content within web pages and ads that vary based on collectable data and visitor interaction improve the experience and help you stand out! Let’s review some of the ways in which data helps you leverage adaptive content.
Using location data enables you to present relevant content to your viewers based on where they are. This may be as simple as showing the website in their native language or presenting them with different purchases or web pages options.
An example of this in action is weather monitoring pages. They use location data to show viewers alerts or limit the content to only relevant areas near them. Location data becomes a powerful tool to leverage smart content.
Checking the visitor’s device type is another way to use dynamic content. If your viewer is using a desktop or laptop computer, you can have the website show them the standard version. If they’re using a mobile device, you can deliver a mobile-friendly website version.
You might engage in affiliate marketing and referrals if you’re offering a product or other service. If this is the case, you’ll want your website to present custom landing pages depending on where the viewer got a referral from.
You can present them with custom content that synergizes with their referral source, perhaps giving them a different price or a wider range of options. If you’re dealing with affiliate bonuses, this also helps track who gets the bonus!
Have you ever visited a website where you’ve already filled out a lead form but were greeted with the same funnel on a return visit? Repetition like this is worthless as a marketer and annoying as a consumer. By leveraging smart content, you can help repeat visitors skip steps and get to where they want to be.
So Why Use Smart Content?
It’s one thing to see how you can use smart content. It’s another to know how it benefits you and why you should use it!
It may not seem like much, but better personalization improves the experience for your visitor. The more the content they’re viewing fits their unique persona, the more likely they will engage with it.
Personalization improves visitor experience and conversion to sales at a much higher rate than static content. Personalization improves your ROI and helps bring visitors back again and again.
Static ads are suitable as a general approach: you get your product or website out there and hopefully pick up some new sales. But if you want your money to go further, you need targeted ads. Better targeting results in a higher click-through rate, which results in more visitors.
Targeted ads also cultivate a personalized experience. If you can tie your ads into a viewer’s unique situation, they’ll be more likely to engage.
Have you ever viewed a website on your phone that wasn’t optimized for it? Or have you ever had to deal with automatic translation from google? It’s not a great experience.
Leveraging location, language, and device type allows you to automatically serve your website to viewers in a format that fits their needs. Whether it be mobile optimization or a change of language, automatic optimization prevents you from losing visitors due to a poor experience.
From optimization to targeted ads to personalized experiences, it all comes together to improve your ROI. Getting more bang for your buck and catering to your viewer’s needs brings you more revenue while reducing costs. Who doesn’t love that?
No matter what niche you’re in or your current marketing strategy, leveraging smart content on your website is important. The benefits are huge, from bolstering your presence and improving conversion. Plus, you want to keep your website visitors coming back again and again!
Whether you already have a professional website or are looking to upgrade and improve your existing site, we’re here to help. Here at The Best Media, our teams are dedicated to serving your needs.
Our website design team can handle everything, from full site creation to e-commerce and more. If you’re looking to up your game, look no further! If you have any questions or want to know more, don’t hesitate to contact us today!