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  • Writer's pictureDigital Marketing Hub

Smart Content Marketing

Updated: Aug 12, 2019

Content Marketing

When we click on a website, we all often still see the same thing. No matter if we are already a customer of the company or are visiting the website for the first time.

Most people would already have experience with a personalized website, ie. a website that presents different content depending on user behaviour or customer status. And the approach is probably liked by the vast majority of people. For example, we are directly recommended products that may be of interest to us or we are immediately advised that shipping to our country is free.

Think about the areas in which it would make sense for your business to personalize website content. By "making sense", we mean adding real value to the site visitor.

Just adding a personal salutation à la” Hello, Thomas!" At the beginning of the text may be charming, but in most cases is not very helpful.

Important elements for smart websites

Meeting the requirements of website visitors for their needs, behaviours and goals with a personalized website experience is also called Contextual Marketing. Or very simply: The right content, at the right time, for the right person.

What tools can I use to create smart, personalized content? With these three:

• Call-to-actions

• forms

• Text / html

Call-to-Actions (CTA)

Does it make sense for a website visitor to be offered a white paper via CTA, which he has already downloaded during a previous visit? No of course not. Because neither you nor the visitor has any real added value. Instead, show him a CTA that points to another white paper or e-book.


Using forms that go beyond just querying names and email addresses often raises the question as to which information retrieval fields can still be used. For example, do questions about specific challenges in the company make sense? Definitely for many. But adjust the questions to your Buyer Personas and their special needs! For example, the manager might ask questions other than the shopper or IT supervisor and you need to tailor your answers to those personas.

Text / HTML

The situation is similar with the text. Adapt text parts to the respective needs. You have an event that is only interesting for a certain group of people (location, industry, persona, ...)? Then advertise it on your website only for this group of people.

How does the implementation work in practice?

As a HubSpot user implementing smart content for your website is pretty easy.

With the HubSpot software, you can segment your contacts according to the following criteria:

• country

• Device Type

• Referral Source

• Preferred language

• list membership

• Lifecycle stage

Think about the segmentation that makes sense for your company and your content. Due to the ability to create lists with almost infinite criteria, your possibilities are huge! So, make a good guess which segmentations you want to prioritize for different content design .

Examples of how you can use segmentation:

• Country: Show on your pricing page exactly the currency according to the country from which the visitor comes.

• Device Type: Make your forms easier to fill for mobile devices.

• Referral Source: Present a personalized content to people who click on a link in their email.

It all works with people who come to your site for the first time. With already known contacts there are other possibilities that can be implemented via cookies that are helpful in lead nurturing or customer care. By segmenting by list membership or Lifecycle Stage, you can provide really helpful, personalized content.

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