Gartner’s 2016 Hype Cycle for Digital Marketing and Advertising and BrightEdge found out that only 50 per cent of B2B content engages its target customers. The data for B2C content is even worse as less than 20 per cent gets to attract its target demographic. This comes as a surprise because on an average, this digital marketing industry is spending more than $145 billion every year on content and yet is nowhere around in terms of capturing traffic off it. This roughly translates to content worth $75 billion being drifted and rendered useless in the cloud.
Writing smart content, however, can put an end to the dilemma of content marketers.
What is smart content?
Smart content is often referred to as dynamic content that changes with each user and is based on certain criteria, however broad that maybe. The changes are set after analysing a user’s past behaviour and interest. This makes a website, blog, landing pages or an e-mailer more personalised, user-centric and friendlier. It is high-performing content that not only is optimised for search engines but also the users.
Smart content is:
- Targeted: It understands the customers’ preferences and interests
- Optimised: Smart content is meant to catch eyeballs and is high on visual elements
- Relevant: Smart content stays up-to-date and is current
- Platform-agnostic: It can be integrated across devices. The convergence is also seamless
- Profitable: Since smart content is more personalised, it fetches more customers and as a result, more leads and conversion
Why do you need smart content?
Have a look around. Everything has changed-starting from how you made money to how you shopped. It is all digital. People read books on Kindle. They live-stream content on Netflix and Prime. The behaviour for content consumption has changed but why does the content remain the same? We no longer need content journeys that are linear and made only for desktops.
With an attention span shorter than a goldfish’s, content strategies are in desperate need of a makeover too, where content performance matters and fetches measurable results.
Smart content is the superhero, more like a knight in shining armour of digital marketing. It bypasses the need for generating content just for the sake of it. Instead, it engages the readers and interacts with them. It drives the performance of a website solely and is intelligent enough to change and adapt to a user’s interest.
The intel for smart content is derived from the CRM system or marketing software. With the data, marketers can personalise the content for a broad segment of users. This can also be subjected to A/B testing to find out what works better with the customers and gets more leads.
7-elements that make smart content even better and more result-oriented
Smart content can be optimised for its best performance if you take care of these little yet crucial details. Read on.
Write for your customers: The journey of content should start with your customers. A writer should divide them as per age, gender, marital status, interest, purchase trigger and anything that makes them different from another customer. However, broad it may sound, it helps you to speak their language and interest.
The buzzword is ‘infotainment’: Gone are the days of boring information or mere sensational news. Only tonic and no gin, isn’t going to cut it. For you, to intoxicate your customers and make them fall in head over heels with you, strike the balance and try the optimum mix of information and entertainment. People take notice of the story of a nuclear disaster like Chernobyl and Ebola outbreak after decades if it is narrated well.
Consistency pays: If you want to earn through content or want your content to generate leads, you need to post at least thrice a week. With so much content wandering around and not posting enough, you have more chances of losing them than creating a loyal reader base out of them. However, it shouldn’t be random content or poor-quality content.
Because sharing is love! : Your content should come with appropriate social media icons. If it is a report or case study, available for only subscribed users, you can think about a free preview or snippet. For subscribed users, it should be available with a few clicks. The more people share your content, the more buzz it creates.
Link it up: Interlinking is an integral part of the content and digital marketing. If you want it to generate sales and leads for you, you need to link a keyword or two with your products or services. It shouldn’t lead to keyword stuffing or look forced. Writing is an art. Smart content is an art with the metric system.
A call-to-action: What do you want your users to do, assuming they have browsed through the content? Do you just want them to go on with their business as if nothing has happened or do you want them to sign up? A call-to-action at the end of your content acts like a little nudge and serves as a reminder to jog up their memory.
Strong and stable performance: The best part about smart content is being able to measure its performance and producing an RoI on it. Be it in the simplest term of CTR or number of shares-slash-likes or number of users logged in, smart content can be measured in terms of its efficacy.
Now, you know what can make business content better and cut through the clutter! Alternatively, you can also ask us how to do better in the content department! Shoot your questions, queries or feedback in the comment section below.