We’ve spent a lot of time talking about what it means for content to be smart. Smart content is relevant, dynamic, personalized and interesting to your website visitor. We’ve also talked about how smart content can reduce bounce rates, increase time on site, improve conversation rates and help customers decide to buy your products faster. So, maybe it’s time for us to show you the numbers. Here are 5 statistics about smart content that may help you justify embracing the approach.
Clearly, quality content is what decisions makers are after when researching products online. But notice they prefer a “series of articles.” Decision makers don’t want piles of content that they have to manually sort through. They want content that builds, step-by-step on what they’ve read before. Only through the use of smart content can you fulfill this wish.
When you see an advertisement do you think to yourself, “This company is interested in building a good relationship with me?” I didn’t think so. But buyers overwhelmingly report that sentiment when content is customized around their interests, location, industry, current needs and previous interactions with your company.
Wow. That’s a lot of content. Your prospects and customers have LOTS of choices when it comes to consuming content, so you had better stand out. Smart content is how you can rise above the noise and deliver an experience that’s more relevant, timely and engaging than your competition.
It’s pretty tough to get 78% of CMOs to agree on anything, but they are unified when it comes to custom content. Why? Perhaps it is because the same research showed that 8 in 10 people prefer receiving information about a company through custom media.
Why is content marketing so much more effective than traditional marketing? Probably because 70% of consumers prefer getting to know a company via articles rather than ads. If you are able to tailor those articles to the search terms, online behavior, industry, location and buying cycle stage of your customer think about how much more powerful it becomes.
The math is pretty clear that smart content is an increasingly effective weapon in the fight for the limited attention of your customers and prospects. It makes sense to start delivering, timely, relevant, personalized content to your website visitors before your competition does.