Smart content mastery: unlocking personalized experiences
Storyblok is the first headless CMS that works for developers & marketers alike.
In the modern world, everything has become smart: homes, watches, TV. Smart content is another addition to the list. But how does it differ from a regular one, and what does make content smart?
In this article, we'll explore the concept of smart content, its significance for modern marketers, and practical strategies for creating and managing personalized, dynamic experiences for your users.
What is smart content?
Smart content in the context of a content management system (CMS) typically refers to content that is dynamic, personalized, and responsive. It goes beyond static text and images, adapting to the user's behavior, preferences, and context.
Smart content is not just about serving information; it's about creating an interactive, responsive journey for your audience. This could mean anything from displaying different content based on a user's location, device type, or preferred language, to adjusting the messaging for first-time visitors versus returning customers.
Why smart content is a must for modern marketers
In today's digital landscape, customers have grown to expect personalization and dynamic content. Smart content is the vehicle to meet these expectations and more. Imagine a user visiting your website and being greeted with content that speaks directly to their needs, preferences, and past interactions. This level of personalization not only enhances user engagement but also significantly improves conversion rates.
Examples of smart content in action:
- eCommerce platforms dynamically showcasing products based on previous purchases.
- Service-based businesses tailoring their offerings depending on the user's location and browsing history.
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Amazon offers personalization - including localizing items for different regions.
As a modern marketer, embracing smart content is not just an option; it's a must to stay competitive in a crowded digital space.
How to create and manage smart content in 4 steps
Step 1: Understand personalization
Segmentation is the cornerstone of effective personalization. By categorizing your audience into distinct segments, for example, based on demographics, behavior, or preferences, you gain a nuanced understanding of their diverse needs and preferences. Demographic information such as age, location, and gender can provide valuable insights, but behavioral segmentation, analyzing how users interact with your content, often unveils more actionable data. Preferences, on the other hand, offer a glimpse into individual tastes and inclinations.
This detailed breakdown allows you to tailor content for specific segments, ensuring your messages resonate more deeply with each group. For instance, a clothing retailer might segment its audience based on purchasing history – delivering tailored promotions for athletic wear to fitness enthusiasts and formal wear discounts to professionals.
User personas take segmentation a step further by humanizing data. They represent archetypal individuals within your audience, complete with names, faces, and detailed characteristics. Detailed personas will guide your content creation, ensuring it resonates with specific audience segments. Creating robust user personas involves delving into your audience's motivations, pain points, and aspirations.
For example, in the context of an online learning platform, a user persona might be "Sarah, the Lifelong Learner," depicting a middle-aged professional seeking continuous education for career growth. Crafting content that speaks directly to Sarah's needs—such as showcasing advanced courses or career development webinars—can significantly enhance engagement and conversion rates.
Step 2: Choose the CMS that supports smart content
There are tons of content management systems on the market, but not all of them allow you to create and manage smart content easily. Many CMSs don't have the built-in functionality for personalization, and you either need to integrate the third-party solution or, in the worst case, build it yourself. This is mainly related to monolithic (or traditional CMSs).
A headless CMS, on the other hand, decouples the content management backend from the frontend presentation layer, providing unparalleled flexibility. Unlike traditional CMS architectures, which tie content to specific templates and designs, a headless CMS enables content to be created and stored independently, ready for distribution across various platforms.
This flexibility ensures a consistent user experience across different channels, whether websites, mobile apps, or emerging technologies like voice-activated devices. Scalability is a natural byproduct, as the same content can be repurposed without constraints, catering to a broader audience.
Storyblok is a headless CMS that allows you to create personalized experiences (smart content) within the application without having to install any additional tools. However, you can still integrate specialized solutions, such as Optimizely, that provide even broader customization possibilities.
The strength of a headless CMS lies in its ability to integrate seamlessly with other tools and platforms through Application Programming Interfaces (APIs). This integration extends the functionality of your content management system, creating a unified ecosystem.
For example, integrating your headless CMS with a customer relationship management (CRM) system allows for a seamless flow of customer data, enabling personalized content based on individual interactions. This interconnected approach enhances the overall efficiency of your content marketing strategy, offering a cohesive and customized experience for users.
Step 3: Leverage integrations
Extend the power of your CMS by integrating with tools that offer smart features, enhancing user experiences across the board. Beyond platform-specific integrations, exploring third-party integrations broadens the scope of smart content delivery.
Integrating analytics tools, for instance, provides real-time insights into user behavior, allowing for continuous optimization. Additionally, eCommerce integrations, such as Shopify, can enable dynamic product recommendations based on individual preferences and purchase history.
Consider integrating marketing automation tools to streamline personalized campaigns or social media platforms for cohesive content distribution. For example, HubSpot, has various marketing tools, including CRM, email, and solutions. At the same time, many of these inner tools have the HubSpot Smart Content feature that allows users to seamlessly integrate personalized elements into their websites.
Step 4: Collecting consumer data
In a nutshell, in order to offer personalized content to users, you need to know something about them. That's when web cookies step into the game.
Web cookies are small pieces of data stored on a user's computer by websites they visit. They serve various purposes, such as remembering preferences, tracking online behavior, and improving the overall browsing experience.
Have you ever wondered how cookies work? Imagine you visit a website for the first time. The site may send a small file (the cookie) to your computer, which is then stored in your web browser. The next time you visit the same site, your browser sends the cookie back to the website. This helps the website recognize you, remember your preferences, and provide a more personalized experience.
There are many types of cookies, but they can basically be divided into two larger groups: first-party and third-party cookies. What's the difference?
First-party cookies are collected directly by the website you are visiting. They help the website remember your preferences and provide a more personalized experience.
Third-party cookies are set by domains other than the one you're visiting. They are often used for advertising and tracking across multiple websites. For example, if a website has embedded social media buttons or ads from third-party providers, those providers may set third-party cookies.
As privacy concerns take center stage, the landscape of personalization is evolving, especially in the EU.
The handling of third-party cookies in the European Union is governed by privacy regulations such as the GDPR and the ePrivacy Directive. Companies must follow data protection laws, requiring them to obtain explicit user consent before collecting and processing personal information via third-party cookies.
Implementing mechanisms such as cookie banners or pop-ups to inform users about cookie usage, specifying their purposes, and giving users the option to accept or reject them is part of compliance.
Examples of how to personalize content without 3rd party cookies:
First-party data: A user who frequently explores technology-related content on your site receives recommendations for the latest tech trends.
Contextual targeting: A visitor accessing your site from a mobile device is presented with a mobile-friendly version of your content.
By adapting to these alternatives, you not only respect user privacy, but also future-proof your personalization strategies in a changing regulatory environment.
Step 5: Create smart content
Dynamic content creation involves tailoring your messaging to your audience's unique behaviors and preferences. Instead of presenting a static message to all users, dynamic content adjusts in real time based on user interactions. For example, an online travel agency might dynamically showcase destination recommendations based on a user's past search history or preferences.
Experiment with variations to optimize content performance, learning from real-time user interactions. A/B testing, or split testing, is a crucial aspect of creating dynamic content. It involves presenting different content variations to different segments of your audience and analyzing which performs better. This iterative process allows you to refine and optimize your content strategy based on real-time user feedback.
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Internalization or localization is also a part of the smart content.
For instance, you might experiment with different headlines, smart CTAs, or visual elements to gauge their impact on user engagement. A/B testing is invaluable for continuously improving your smart content strategy, ensuring it evolves alongside changing user preferences and market trends.
By combining these strategies, you create a holistic approach to smart content that goes beyond individual elements, fostering a dynamic and personalized online environment.
