Every marketer’s dream is to consistently deliver the right message to the right audience at the right time. Now, “one day” has become “today”. It’s all thanks to HubSpot’s smart content, an innovative new tool that lets you tailor your website’s content to match user characteristics – giving each visitor the impression that your website is speaking directly to them. Yes, you read that right. The tool is a game-changer for businesses looking to boost engagement and drive website conversions. With personalisation being a massive deciding factor for consumers in the buyer’s journey, read below to learn how smart content can transform your website into a high-performing marketing tool.
What is HubSpot smart content?
Smart content is an intuitive new feature that dynamically adapts your website to offer personalised experiences based on user attributes and behaviour. The tool analyses user characteristics such as location, device type, referral source, and browsing history to tailor your website’s content accordingly. It also identifies how close a user is to a purchase decision, updating your messaging to encourage them to click that all-important ‘checkout’ button. Plus, it does all of this in real time.
When it comes to building trust with a user and improving their likelihood to engage – this tool is so ingenious that it starts to feel like an unfair advantage. But in the competitive world of business – that’s exactly what you need.
Smarter websites
Here are some of the most impressive ways the tool can adjust its content based on user-specific attributes, letting businesses offer totally seamless and relevant experiences to every user –
Lifecycle stage
Smart content lets you tailor messaging based on the visitor’s position in the buyer’s journey. For example, users in the consideration stage might see product comparisons, while those in the decision stage might be shown pricing details or testimonials.
Ad source
If a user clicks through from an ad campaign, smart content will display messages aligned with that campaign, creating consistency in messaging and reinforcing your call-to-action (CTA) at every point.
Country and language
Smart content uses a visitor’s IP address to determine their location, allowing you to serve region-specific content or translate messaging into their preferred language. This is especially useful for businesses looking to localise their content as much as possible.
List membership
For users already in your Customer Relationship Management base, smart content can deliver tailored messages based on their list membership. For example, VIP customers might see exclusive offers, while new leads are encouraged to learn more about your services.
Device type
Smart content optimises your user experience by adjusting the content for mobile, tablet, or desktop users. For example, a visitor on a mobile device might see simplified call-to-action buttons or forms, while desktop users can interact with more detailed layouts.
Referral source
Visitors coming from different referral paths (ads, backlinks, or organic searches) can be served content that matches their entry point. This makes for a more relevant experience, regardless of how a user found your site.
Breaking down barriers
One of the most significant issues with websites is irrelevant messaging that often turns potential leads away. Smart content eliminates this problem by focusing only on what matters to the visitor. By muting anything unnecessary and showcasing only relevant products or services, the tool allows you to offer a seamless experience that guides users toward taking action. Now, you’re saving users time and encouraging faster decision-making.
For example –
- A new visitor might see a simple introduction, while repeat users bypass introductory messages and go straight to product information.
- At the same time, returning customers can be greeted with recommendations based on their purchase history, increasing the likelihood of upselling or repeat purchases.
How does it work?
At the heart of smart content are smart rules. These rules determine the version of content that should be displayed to a visitor based on their attributes. For example:
- A location-based smart rule would identify visitors from different countries and serve them localised content and pricing.
- A device-based smart rule would identify mobile users and streamline layouts to offer a mobile-friendly experience.
- Buyer-stage smart rules would identify leads in the consideration stage, for example, and personalise your content so that they receive messaging about price comparison.
Practical, purposeful, powerful
Every marketer knows that offering a completely different website to each user would eat away at your business’s brand identity because of the need for more consistency. HubSpot understands that too. In response, smart content relies on intuition and subtle changes to connect with a user by being relevant and personal. Here are a few of the ways that small updates can become giant leaps when it comes to website-based lead nurturing –
Tailored landing pages
Smart content lets you customise your landing pages so that a visitor’s first experience feels personal and relevant from the beginning. Users looking for specific information will be served headlines and body text that directly address those things, potentially giving them exactly what they need to move on to the next stage of the buyer’s journey.
Personalised chatbot conversations
Adjust your chatbot scripts based on visitor behaviour. If a user has already engaged with certain content, the chatbot can recommend the next step or answer specific questions, making the experience feel totally customised.
Automated email personalisation
Smart content extends to emails, where you can personalise subject lines, images, and body content based on contact lists. This creates cohesive campaigns that feel tailored to individual recipients.
Call-to-Actions
Now, you can intuitively guide users through the buyer’s journey by displaying CTAs that align with their actions. For instance, returning visitors who downloaded an ebook might see a CTA inviting them to schedule a demo.
The power of personalisation
With HubSpot Smart Content, you’re not just building a website – you’re creating a space where your leads can have meaningful interactions with your business, which is the ideal goal for every website. As experts in HubSpot tools and features, we’re ready to help you take your website to the next level. Get in touch with us, and we’ll guide you through the best HubSpot solutions for your business, how to seamlessly implement them into your current systems, and how to make your website stand out – starting today.
