Imagine you go to Google to search for stores with facebook database technology products and start looking at the most convenient alternatives for buying a notebook. That simple action will later cause related ads to appear in your Facebook News Feed or on the first website you visit after finishing your search.
Smart content follows the same path. In simple terms, it corresponds to content that is perfectly adapted to its audience, meeting the needs and interests of each user and/or client according to their browsing history on the site.
To adapt the information, the data provided by people through their registrations, downloads, pages visited, access devices, etc. is used. An example is what happens with the music platform Deezer , which, based on the analysis of your interests, proposes alternatives for you to add to your playlist.
However, in addition to content adaptation, there are other elements that must be taken into account to achieve an effective process.
1. Do not repeat actions already completed : if, upon entering the site, the visitor encounters a pop-up window inviting him to sign up for your newsletter and you manage to get him to accept, this tool should not be shown again on subsequent pages of your website. The same should occur with registration; if the user has already done so, it is ideal that he is not asked to do so again.
2. Guide within the purchase funnel : this allows us to visualize the different stages that a potential customer goes through until they make their first purchase. This way we can identify which products and/or services are most in demand, how many customers abandon the purchase process and at what stage they do so, how many users complete the purchase, etc. Taking this data into account and what needs to be corrected, we can guide the user to conversion.
In the following video from the Spanish marketing agency, InboundCycle , you can review some of the benefits that smart content brings to your company.
In this link and on this site you can learn more about the concepts of Lead Scoring and Lead Nurturing mentioned in the video. Also, remember that to achieve the objectives proposed in a content marketing campaign based on smart content , it is important to deliver quality information that focuses on the needs of customers . This will g