You know that personalized content is standard nowadays and want to know more about it? Then today is your lucky day. Read more & find out everything you need to know about HubSpot & its Smart Content.
Smart Content also referred to as dynamic content, is website content that changes based on the interests or past behavior of the viewer. It offers a more relevant and personalized experience to your website visitors.
Using Smart Content, you create personalized content, and nowadays, every visitor or (potential) customer wants that. Why? Because it helps them to find almost exact information & make them feel kind of special. Just ask yourself, if you could choose, would you want to have something tailored or something general like everyone else?
By using the cookies stored in a visitor's browser, HubSpot attempts to identify a visitor coming to your site.
If no previous HubSpot cookie exists, HubSpot buckets the visitor as an unknown contact. From there, it will look at browser settings such as preferred language, device type, and IP address to determine location. If the visitor meets the criteria for any of the smart rules, the smart content will appear accordingly. Otherwise, the default content you have designated will appear.
If there is a cookie from your website that exists in the visitor's browser, HubSpot uses it to identify the visitor and pull information from their respective contact record. After looking at their device presets and IP address, HubSpot will match a visitor against a piece of content's smart rules and show the correct asset.
You can use Smart Content if you have:
Before we get into the details, here is a simple explanation of how Smart Content works in HubSpot. You add Smart Content to (almost) anything through modules. Then, by adding smart rules to those modules you choose, which viewer sees what.
So what exactly are modules in HubSpot? When you create marketing emails, blog posts, landing or website pages, or templates, you build them using modules (they usually appear on the left side of your screen menu). And as we already said, when you want to add Smart Content to anything, you do it through these modules (the only exception is, when you want to add a smart rule to a subject line in an email - for that, you don't need a module)
Just so we help you visualize it, see the pictures below.
Source: HubSpot
Step 1 - We created a new website page and then we selected a module called “Button”.
Source: HubSpot
Step 2 - We added the “Button” to the website page.
Source: HubSpot
Step 3 - We clicked on “Edit module” and the option “Smart rules” appeared.
Almost all modules support smart content. Here you can see which modules do and which do not support smart content, based on the content tool you're using:
So now you know what exactly are modules. But how specifically do you manage, which viewer sees what? Well, you do that by adding smart rules to your Smart Content.
You create smart rules by choosing different categories. In practice, it means you can, e. g. display content to your viewer based on their country.
No. There is no limit to the number of rules in a single smart module.
You can base your smart rules on the following categories:
You can use smart CTAs on any external page. Smart forms and modules can only be used on HubSpot pages. For a smart CTA to work as expected:
Additionally, if a visitor has cookies blocked by their web browser or network security policies, they will not be shown a smart variation.
A great place to start with Smart Content is creating smart CTAs. These can be set up in a matter of clicks and can help begin the process of presenting the proper type of offer to your prospects.
Most of these are usually set up as bottom-of-the-funnel offers (Request/Schedule a Demo/Consultation, etc.), which for most of our visitors, may not be the right or appropriate time to be showing that type of offer. Some new visitors entering your website may be too early in the buying cycle and may need to learn more about you or still need to identify their problem or pain point.
Here is an example of using smart content.
This is a default CTA:
Source: HubSpot
And here you can see CTA with a smart rule - in this stage, the visitor has downloaded a piece of content:
Source: HubSpot
Hopefully, our article helped you to understand HubSpot's Smart Content better. But if you have any other questions, do not hesitate and contact us.
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