For all these reasons, when creating smart content, you should keep these six tips in mind :
Determine the goal of personalization . When we talk about contextual marketing, you should always ask yourself this question: is it really going to help your website visitors? Basically, there are two reasons to use smart content: to boost engagement and to communicate specific details on an individual basis. As a general rule, if it's not useful, it's pointless. That's it.
Make a map of the entire process . First, decide which specific segment you want to target and visualize the conversion path for both the default
Start small . It's important to cyprus email list start small and not be tempted to use contextual marketing for everything. This will give you a better understanding of how it works and what can be improved.
Optimize for search engines and new visitors first . Set defaults for all personalization efforts and remember that core content is what search engines and first-time visitors see. Keep in mind that search engines evaluate default content and are unable to read variations.
Don't create confusion or alarm . Even if the visitor remembers that he filled out a form on one of his previous visits, inappropriate use of that information can cause alarm. If I return to a website three weeks after downloading some kind of offer and the first thing I see (without registering) is a huge message that says "Welcome, Carlos. What's the weather like in A Coruña?", then I might back out, not only because it's an unnecessary message, but also because it's too intrusive. Perhaps it's something that can be applied
in an email, but it's not a use we're used to on a website. Smart content has to be focused on helping users and in many cases it should be imperceptible to visitors.
Make it easy for users to access all content . Even if you don't promote an offer to a specific segment, you should still make it easy for visitors to navigate your site and access the content that interests them.
We hope we have helped you understand what smart content is and what role it plays within a contextual marketing strategy , one of the techniques often used in inbound marketing .
