What is smart content and how to use it on your company website

samiaseo222 · Post by **samiaseo222** » Mon Feb 17, 2025 10:55 am

The term “smart” is all over the place. It seems that everything is smart these days: mobile phones, cities, televisions, watches… and content too. When we hear about smart content , we may subconsciously think of a philosophy treatise or a doctoral thesis on quantum physics. As you may have guessed, it has nothing to do with that, but to explain what smart content is, it is first worth clarifying what contextual marketing is .

When we visit a website, we are used to seeing exactly the ghana mobile database same thing displayed to everyone, but it is possible to have two people visit the same website at the same time and have the content displayed to them be different . That is contextual marketing . We are talking about a personalized web experience, which establishes a real-time relationship between the content displayed and the user's context, based on the data available about the visitor in the database or on their basic browsing information (country, access device, preferred language, etc.).

Smart Content Example
The options are huge, but let's look at a concrete example . Consider a company that operates in Spain and Latin America, which plans to organize a presentation event in Madrid. This is an event focused solely on its Spanish audience and the idea is that people from that country who visit its website will first see a header image announcing the event, with a link to a landing page explaining more details and where they can register. At the same time, this brand would like visitors from all other countries to see the website exactly as before, so that no reference to the presentation appears.

It is often said that contextual marketing is about showing the right content to the right person at the right time . The ability to segment the messages you want to convey is what gives meaning to intelligent content. And what can this segmentation be applied to ? Well, to different elements of a web page , such as calls to action , forms, texts or HTML code.