In today's digital era, consumers expect personalized experiences that resonate with their unique preferences and needs. That's where HubSpot's powerful Smart Content feature comes in! This unique feature empowers marketers to create highly personalized campaigns that engage and convert.
Want to learn more? You’re in the right place! In this blog, we'll explore how to leverage HubSpot Smart Content to revolutionize your marketing efforts, unlocking the potential for deeper connections, improved conversions, and, ultimately, business growth.
Are you more of a visual or audio learner? We've got you covered! Check out our podcast, Marketing in Minutes, where we dive into the world of HubSpot Smart Content below!
What is HubSpot Smart Content?
HubSpot smart content, also called dynamic or adaptive content, refers to aspects of a website, online ad, or email that change based on the viewer's specific interests or behaviors. It creates a one-of-a-kind experience that’s entirely custom for the reader at that particular moment.
Factors that smart content takes into account when acclimating to readers include:
- Location
- Language
- Device type
- Referral source
- Demographics
How Does HubSpot Smart Content Work?
Understanding and implementing smart content in HubSpot may seem complex when you first hear about it, but it’s actually pretty straightforward.
By leveraging the stored cookies in a visitor's browser, HubSpot identifies individuals accessing your website. Without a previous HubSpot cookie, the visitor is categorized as an unknown contact.
HubSpot takes a look at the visitor's browser settings, including preferred language, device type, and IP address, to determine their location. Based on any smart rules defined, HubSpot displays the corresponding smart content; otherwise, it displays the default content you have designated.
If the visitor's browser has a cookie from your website, HubSpot uses it to identify and extract information from their contact record. HubSpot then matches the visitor against specific smart rules associated with content and displays the appropriate asset based on their device preferences and IP address.
What Modules Support HubSpot Smart Content?
Today, HubSpot smart content is supported by various modules within the Marketing Hub Professional and Enterprise tiers. Customers can create smart CTAs, forms, and rich text modules for implementation on landing pages, website pages, or email communications.
What Are the Benefits of Hubspot Smart Content?
Successful marketers are defined by their ability to make an impression and build relationships with potential customers. This requires thoughtful content and long-lasting experiences that delight website visitors throughout all stages of the buyer’s journey – this is where smart content comes in.
As we’re sure you can imagine, smart content has many benefits. Here are some of the most significant advantages:
- Personalization: Smart Content allows you to deliver personalized experiences to your audience. By tailoring the content based on visitor attributes such as location, device type, or lifecycle stage, you can provide targeted messaging that resonates with individual visitors, increasing engagement and conversion rates.
- Improved Relevance: Visitors can see content relevant to them. You can present the right information at the right time by dynamically changing CTAs, forms, or content blocks based on their preferences or previous interactions.
- Enhanced User Journey: Smart Content enables you to create a more cohesive user journey. By adapting the content throughout the customer's interaction with your website or emails, you can guide them through the sales funnel, providing relevant information and nudges at each stage, ultimately driving them closer to conversion.
- Time and Resource Savings: Instead of creating multiple versions of the content for different segments manually, Smart Content automates the process. You can create one piece of content and use smart rules to personalize it for different audiences.
- Testing and Optimization: Smart Content allows you to conduct A/B testing and gather data on how different content variations perform with specific segments. This data-driven approach enables you to refine your content strategy, optimize conversion rates, and continuously improve your marketing efforts.
- Scalability: Whether you have a small business or a large enterprise, Smart Content scales to your needs. It can handle personalized content for different segments and adapt to the growing number of visitors.
When Is It Best To Use and Not Use HubSpot Smart Content?
HubSpot Smart Content is a powerful tool for personalizing your marketing efforts, but it may not be suitable for every situation. Ultimately, using smart content should be based on your specific marketing goals, audience characteristics, and available resources.
Here are some instances when you should use HubSpot Smart Content:
- Segment-Specific Messaging: When you have distinct customer segments with different needs and preferences, smart content can help you deliver targeted messaging that resonates with each segment. Use Smart Content to adapt your CTAs, forms, and content blocks based on segment-specific criteria such as industry, location, or buyer persona.
- Lifecycle Stage-Based Personalization: Smart Content is effective for tailoring your messaging based on the different stages of the customer lifecycle, such as prospects, leads, or existing customers. By customizing your content to align with their stage, you can deliver relevant information and nurture them effectively through the sales funnel.
- Localization: If you have a global audience, Smart Content can be used to provide localized experiences. By adjusting content based on a visitor's preferred language, country, or region, you can ensure they receive relevant information about their location, language, and cultural context.
- Dynamic Form Fields: Smart Content can be used to create dynamic forms that adapt based on the visitor's known information. Prefilling fields or customizing the form questions can create a more personalized and streamlined form experience, improving conversion rates.
Here are some instances when you should NOT use HubSpot Smart Content:
- Limited Audience or Homogeneous Content: If your audience is small or doesn't have significant variations in their preferences, using Smart Content may not be necessary. If your content is mainly homogeneous and doesn't require customization based on visitor attributes, Smart Content may not provide significant benefits.
- Limited Resources: Implementing and managing Smart Content requires time, effort, and resources. If you have limited resources available or need more technical expertise to set up and maintain Smart Content effectively, it may be more practical to focus on other marketing strategies that yield higher returns.
- Minimal Data: Smart Content relies on visitor data to personalize the experience. Smart Content may be less effective if you have limited or insufficient data about your visitors. Having a robust data collection and segmentation strategy is crucial.
Are You Ready To Unlock the Potential of Hubspot?
At Evenbound, we’re passionate about helping businesses harness the full potential of HubSpot and drive their digital marketing efforts to new heights. If you're eager to unlock the power of HubSpot Smart Content and elevate your personalized marketing strategies, we're here to guide you every step of the way.
Our experienced professionals are well-versed in utilizing HubSpot's features, including Smart Content, to create tailored experiences that engage your audience and deliver measurable results. Contact us today to learn more about how we can assist you and transform your marketing approach and achieve exceptional success.
