Contextual marketing and smart content marketing have become well-known thanks to e-commerce. B2B digital marketing agencies all across the world have jumped on board.
It’s not difficult to understand why.
Smart text handles the major struggle of a long and arduous buyer’s journey, according to a marketing audit. This is usually due to the large sums of money involved in B2B acquisitions, as well as the high level of responsibility that comes with them.
Smart content, on the other hand, accelerates your buyer’s decision-making and conversion from lead to the customer by delivering the right content at the right time.
Why Does Smart Content Help Your B2B Marketing?
Smart content works great for eCommerce, but why would it work for business-to-business?
B2B marketing has its own set of issues, such as high expenditure, which necessitates a long and difficult buyer’s journey, and buyers who, more often than not, don’t have the time or patience to comb through pages of irrelevant content.
Yes, it’s easy to see why smart content is so effective in b2b: it shortens the time between conversion steps by offering the right content at the right moment. Smart content not only saves your buyers time and eliminates unneeded frustration, but it also dramatically shortens the b2b buyer’s journey.
The four stages to getting your smart content up and running
Are you ready to experiment with smart content?
- Prepare your segments
Before you can start personalizing your blog posts, vlogs, and material to individual buyers, you must first figure out who you’re attempting to reach. Now is the time to categorize your leads based on three contextual marketing dimensions: buyer profile, timing, and viewer attributes.
Setting up a segment based on buyer personas can be as simple as focusing on one or two of your most valuable buyer personas.
Do you want to be more specific?
Use qualifying criteria like geographic location, traffic source, and device kind to narrow down your segments and personalize your content accordingly.
Consider the following scenario:
You can develop smart content linked to place-specific news and events by segmenting users by geographic location (for example, area, city, or country).
Focusing on different types of traffic (e.g., social, email, organic, or referral) allows you to customize your social sharing buttons to your users’ preferences; for example, if someone comes to your site via Twitter, why not invite them to Tweet about your fantastic content?
Whether your consumers are viewing your site via mobile or a larger screen, device segmentation ensures that your site displays relevant forms, as well as the proper length of information and layout.
- Choose a location for dynamic content
Smart content can be used in almost any part of your new or current content. With smart content, you may improve your email newsletters, website pages, blog sidebars, landing sites, thank you pages, rich text modules, form modules, form fields, and Calls-to-Action (CTAs).
The main thing to remember here is not to go too far. Start with one or two modest places, such as a smart form field or a few personalization tokens in your email newsletter, to get a feel for the concept.
- Enhance the default content
The next stage is to optimize the content of your website for search engines. However, bear in mind that search engines don’t read your smart content; instead, they scan your default material for purposes of categorizing and ranking. As a result, make sure your SEO efforts are concentrated on your default content.
Don’t forget about those who are visiting for the first time! Because only website visitors who qualify for one of your smart segments will see smart content. Your default content will be visible to first-time visitors and other users. Make sure your default content is valuable and of excellent quality, or you may never get the chance to welcome a visitor again.
- Creating intelligent information that is appropriate for the situation
There are many various forms of smart content, just as there are many different places where you can employ smart content. Making the right match is crucial to your success.
The following are the different sorts of smart content and where they should be placed:
Add smart content modules to any of your live website pages, landing pages, and thank you pages, but not to your blog entries. You’ve previously established smart blogs that educate and entertain certain customer personas by customizing your blog material to the inbound technique. The only additional smart content you’ll need for your blog is to improve those CTAs in your sidebar, ensuring that readers are provided a new content offer each time they visit.
Smart forms and smart form fields are less complicated to use and can be utilized anywhere that forms are already in use. Just keep in mind that making the email field on your forms smart is a bad idea because constant verification of a user’s email address is a wonderful way to keep this information up to date.
To address a user by their name or to allude to their industry or organization, personalization tokens are best used in emails and landing pages.
Personalization tokens like a first name, on the other hand, might become creepy when used in site material, so be courteous and avoid becoming a stalker.
CTAs may be made smart to guarantee that consumers see the most up-to-date and relevant offers, regardless of where they are on your site.
When marketers employ smart content to meet the demands of their customers, it’s very effective. Aiozium users have been experimenting with smart CTAs in their marketing for the past year.
Smart CTAs are a type of smart content that displays different call-to-action buttons depending on the person seeing them. The idea is to match the call-to-action on a website, blog, or landing page with the need that the person evaluating it is most likely to have.