Intelligent content 101 — use cases
Personalization on websites has come a long way. A user profile is one, very apparent way of doing this. But how about more seamless options for unregistered visitors? Meet intelligent content and its applications.
According to Wikipedia, Hubspot has introduced a “software for personalizing websites to each visitor” back in 2010. Yet a wast majority of websites in 2019 still address their visitors the same, regardless of visitor’s history and status. It is hard to believe the technology is to blame. Based on experience from Marketing automation software implementations, the reason for the low adoption rate is in the lack of knowledge. People love technology but have no idea how to use it. And any new technology that is not used fully, is an expensive technology. It makes no sense having it. Unfortunately, intelligent content is only intelligent if the person implementing it has some good ideas on how to use the tool.
Because of this, here are some of the use cases where intelligent content can really help you out!
Use cases for intelligent content
1. Getting newsletter subscribers — that are NOT on your list
Asking every visitor to subscribe makes no sense — especially if you already have a large database. Only display the subscribe option to the people you don’t know and use the extra space for content that really matters to your returning visitors.
2. Progressive data and feedback collection
No one has time for web forms with 10 fields and more. Using previously collected data, upgrade your customer’s profile by only showing relevant questions. And don’t be greedy — ask 3 things. If you did a good job in handing over some great resources, the visitor will return and give you more data upon their next iteration.
3. Homepage, based on the last visit
We know this from e-shops, but what if you could display actual content — blogs, product pages etc. to visitors, based on their last visit? Use intelligent content to do this and make sure that visitors actually follow your journey across the page.
4. Content, based on the source
People visiting your website after clicking a Facebook campaign have a different expectation than people coming from the newsletter campaign. Imagine you could change a part of your website, e.g. a portion of the homepage based on that source using UTM code.
Stop imagining and get to work
These are just a few examples of intelligent content at work. The simple ones. But there are many more options out there. My suggestion? Before you run to get an awesome tool, like Alpheid, plan what intelligent content can do for you. This way, no tool is too expensive. And follow me for more advanced use case for intelligent content in the following days as I dig deeper. Just remember:
If you fail to plan, you plan to fail.
