Static, one-dimensional content is not tailored to the user in question, nor is it contextualized or action-oriented. This type of content is less relevant and engaging, which means that users will naturally change their mind and not engage with it.
Digital-first mindset companies must harness the power of intelligent content.
What is smart content?
Smart content is a strategic asset and one of the cornerstones of successful Digital Transformation . It is not just text: it includes images, infographics, numbers, data, analysis, documents, dashboards, and any consumable information that is useful to your user in the context of your business engagement.
Smart content dynamically adapts to each user based on luxembourg business email list demographics, behavior, and engagement. Unlike its static counterpart, smart content allows for greater personalization, better targeting, increased internal and external user engagement, and increased conversions.
Smart content
Four key attributes of smart content
1. Relevant to the user
Whether you are creating a website, business portal or e-commerce platform, your content needs to be relevant to the user.
According to a McKinsey study, 71% of consumers expect brands to offer personalized content . For example, if you run an e-commerce business , you can tailor your content based on customer demographics (gender and age), location, language, and previous interactions with your brand.
With this approach, you can use smart content to target specific segments of your audience, personalize their experience, and convert them into paying customers.
The same is true for internal stakeholders. Many organizations still rely on unstructured content, such as business documents, websites, non-functional intranets, memos and emails without associated metadata.
These contents reduce employee engagement and productivity. Smart content allows companies to tailor their content to an employee’s role or department, so they don’t have to sift through a mountain of data and can focus on what they really need.
2. Contextual
The essence of contextual content is to deliver information based on specific needs or specific moments in a journey at the exact moment when users need it .
Context not only makes it clear who owns the content, but also who the information is intended for and the purpose of it all. Smart content allows businesses to deliver hyper-personalized, highly contextualized content and reach your potential customers where they are.
Let’s say a user encounters a problem during the checkout process. Do they know what to do to resolve the problem? Do they know who to contact and what to say to get help? Would a generic message help them? Probably not. They need information, support channels, and instructions to help them resolve the problem. Smart content allows you to distribute information based on visitor actions or characteristics.
3. Connected
Smart content should also curb disparate information and data to facilitate the user journey.
Whether a shopper is looking for a product, delivery or warranty information, or an employee looking for a vacation form, smart content should be logically distributed and interconnected with other relevant resources.
Let’s think about Wikipedia and how it presents the vast amount of content it creates and manages. There are hundreds of thousands of pieces of content available to browse. Each article in this online encyclopedia has internal and external links that users can click on to learn more or interact with anything they find interesting.
Smart content leverages navigation, findability, and precise Information Architecture to make your content easy to navigate and consume, and serve precisely what users want.
