The event opened precisely by starting from connections, with the inspirational and motivating speech “ HubSpot spotlight” by Yamini Rangan, Stephanie Cuthbertson, and Dharmesh Shah, respectively CEO, CPO, CTO/Co-Founder of HubSpot . The speakers reiterated how, especially after two years of pandemic period that has led everyone – companies, tools, people – to disconnect, it is important to connect with others , with all the nuances that connections bring with them.
I want to start this article like this, too, because we marketers know it well: connections, relationships, trust… are things we build every day with our customers and prospects and we know how important they are.
And it all has to do with content.
Content continues to dominate marketing today, forming the basis of many of these vital relationships. However, even if the content is brilliant and valuable, it may not bring the desired results .
The quantity and quality of content must be balanced with performance, otherwise you are just wasting resources. To increase sales and engagement and improve connections, a good resource is smart content. But what exactly is it and how can it be the extra weapon? I'll tell you.
Valuable content... worthless if it's not smart
We all know that the contents that perform best and are most capable of attracting leads are those that are closest to the characteristics and needs of the users who consume them.
The contents must in fact be:
Target exactly what customers want and need
Optimized to appear at the right time in the right way
Always on and up to date
Useful and valuable for those who use them
It goes without saying that not all the content we produce can be equally useful and valuable for the entire audience we address. An e-book, a blog post, an e-mail may have a language and content suitable for a prospect who is perhaps approaching the company for the first time, but the same could be unsuitable for an already established and loyal customer.
This is why it would always be appropriate and advisable to create cambodia telegram mobile Phone Number listad hoc content and specific communication for each cluster of customers/prospects that the company wants to address.
The more segmented the audience, the more effective the communication will be and the more likely the conversion will be. But how can you do this without necessarily creating myriads of different calls-to-action, emails, landing pages, pop-ups?
HubSpot provides smart content , “intelligent modules” that change depending on who uses them. Calls to action, pop-ups, landing pages, or emails can be personalized and smart.
As also pointed out by Mike K. Tatum, Director of Marketing at Athletic Greens and formerly Demand Generation Manager at SurveyMonkey, during his speech “Getting smart with smart content” held at HubSpot’s Inbound22 event , smart content is a very powerful marketing tool that is too often underestimated .
To help you better understand the potential of this simple, yet effective tool, imagine that you are browsing a website and a pop-up appears for an e-book to download. You find it interesting and download it. A few days later, after reading the content you just downloaded, you return to the website to look for more information and the exact same pop-up appears. What do you do? You close it, of course. You have already enjoyed that content, there is no need for it to appear again. Imagine, then, that you return to that site several times, the pop-up becomes almost – indeed certainly – annoying.
