What is Smart Content?
Smart content or intelligent content is totally personalised content, taking into account the needs
and interests of users. This content is also known as dynamic content, since it changes according to
the interests of the users.
Imagine that, as a strategy to increase your database, you offer through your website a free eBook in
exchange for the user leaving their data. Here you already have valuable information, through the
theme of the eBook and the specific interests of the user. So, why not customise the content that
you will show the next time you visit your website?
The user doesn’t always need to leave you their preferences or needs clearly. You can offer them
personalised content based on many aspects (depending on the search terms they enter on your
website, your location, etc.).
Customising the content allows us, therefore, to offer users the most appropriate content depending
on the time they are in the purchase cycle.
Still, many marketing specialists have difficulty in getting their content consumed by their target
This problem not only causes great frustration in the brands, but also demands a great amount of
work hours that seem wasted and, besides, suppose a great expense. It's time for marketers to take
a smarter approach to content marketing.
The content must be:
Detectable: easy to find
Optimised: from the first moment, when you start to create
Profitable: and therefore measurable