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Personalizing your Marketing with Smart Content

Kate Ferrie

Principal Inbound Marketing Consultant; HubSpot

Principal Inbound Marketing Consultant

KATEFERRIE

1 What is Smart Content?

2 How do you use Smart Content

3 Smart Content Examples

4 Anonymous Targeting

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What is Smart Content

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Smart Content lets you target content based on anything you

know about your contacts, and serve up relevant context.

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• Smart Content alters rich text modules depending on the Smart rules that you set up.

How does Smart Content Work on Pages?

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Why is it Important?

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1. Promotes a Great User Experience

2. Provides personalized messaging that is relevant to visitors

3. Increase conversion rates

How can smart content help you?

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Same Website Experience

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Smart content helps you promote a great user experience.

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Personalized Messaging

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74%of online consumers get frustrated with websites when content they see has nothing to do with their interests*2013 study from Harris Interactive and Janrain

Nearly three-fourths

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Smart Content will boost your conversion rates.

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20%The conversion rate of the page that had Smart Content was 20% higher than the page that didn’t have it.

Increase Conversions

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2 How do you use Smart Content?

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Identify your audience

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Where on your site will you place this Smart Content?

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• Landing Pages

• Site Pages

• Calls to Action

• Emails

Where on your site will you place this Smart Content?

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What do you put in Smart Content Pages?

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TEXT

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Overall Process

Identify Targeted Groups Write default Text Add 1st Smart Rule Write Text for Rule

1Rinse and Repeat

for Other Rules

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3 Smart Content Examples

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Smart Content on Site Pages & Landing Pages

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Problem: Same Homepage Experience for Everyone

Site Pages

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Solution: Smart Content based on Personas

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Step 1: Make lists based on Persona

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Step 2: Craft your Text in the page

Start with Default Text

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Step 3: Make the Module Smart

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Step 4: Add a Rule Option: Contact List

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Step 5: Select the Persona list

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Step 6: Write Text for Rule 1

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Managing & Creating your Smart Content Rule’s Text are we seeing

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Step 7: Add Second Smart Rule

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Step 8: Write Text for Rule 2

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Homepage Based on Persona

Result: Content that has relevance

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PRO TIP: Smart Content on Pages

o Default Text will be indexed SEO Optimize it

o Make sure users can get to all valuable content

Site Pages

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Problem: Demo is very important to your sales process and knowing who is giving the demo makes it

more personalized and helps conversion

Landing Pages

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Solution:Show Lead Who will be giving them the

demo.

How: Based on the Sales Owner that has been

assigned to them

Landing Pages

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Step 1: Make lists. Based on Sales Owner

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Step 2: Write Default Demo Text

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Add a Rule Option: Contact List

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Create a list for Sales Rep:

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Write Text for Rule 1

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End Result:

• Makes demo experience more humanized, increased conversions

Pro Tip: Landing Page/ Thank You Page• Time delays from form submissions will hinder

certain rules – e.g. If using smart content on a thank you page, cannot be based on the info gathered on THAT form, will not process in time

• Delay to use recently collected data: 1 min

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Email Examples

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Problem: Generic Newsletter – Want to have it be more

relevant and responsive to either a lead or customer

Solution:Create Smart Modules within your email to

render text to lifecycle stages

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Step 1: Write default Content

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Step 2: Make the Module you want Smart

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Step 3: Add Rule

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Step 4: Write Text for Customer Module

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Email Newsletter

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CustomerLead

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Pro Tip: Email

Can’t break out analytics for variations

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Smart Calls to Action

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42%higher view-to-submission rate

CTAs targeted to the user had a

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Problem:Have limited space to showcase a CTA but

want it to be relevant to where the viewer is in the buyers journey

Solution:One CTA that showcases a relevant CTA to each

visitor based on their Lifecycle Stage or what content they have consumed

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Plan out What CTA each Lifecycle stage will get

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Step 1: Choose Smart CTA

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Step 2: Choose the Rule & Give it a name

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Step 3: Select Default CTA

CTA for Visitor Awareness Offer

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Step 4: Add a Smart CTA Rule

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Step 5: Pick the Lifecycle Stage

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Step 6: CTA For LifeCycle Stage = Lead Show CTA Consideration Content

Lifecycle Stage = Lead

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Step 7 : Add another Smart CTA Rule

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Step 8: Pick the Lifecycle Stage

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Step 9 CTA For Lifecycle Stage =MQLShow CTA for Decision Content

Pro Tip for CTAs:

Whatever rule the contact fulfilled first (listed sequentially)

will be the one they are bucketed into

Need to use Negative Lists to ensure lead moves out of one

list & onto another if lead could be part of multiple lists

Eg “Has not done_______” Lead will only be in one list at a

time rather than multiple

Mutually Exclusive Lists are Best Practice

Multiple Smart Content Rules

Smart List: Downloaded

eBook

Show Check List

Downloaded Checklist

Show Case Study

List: Has not seen

Checklist

Show Checklist

List: Has not seen Case

Study

Show Case Study

List: Has not seen eBook Show eBook

Always in this smart list. Smart Rules go off of

the first rule listed

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3 PERSONALIZING TO FIRST-TIME VISITORS

NEW!

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Choose The Personalization You Want

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Relevant Local Content

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4 Final Thought

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Start Small

Mutually Exclusive Criteria

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Follow Up

Consider taking our “Contextual Marketing

Certification” for further education with Smart Content

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Thank You !

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QUESTIONS ?