Let's Get SMART

ROBERT BURTON  DIRECTOR OF BUSINESS OPERATIONS

ROBERT BURTON
DIRECTOR OF BUSINESS OPERATIONS

Over the past year we have been working on making technology work a little smarter. At the forefront of this, our goal is to make ourselves smarter, our customers smarter and customers customer smarter too.

SMART content is about content personalization that is changing how we consume content for good. There is a content personalization revolution happening around SMART content and the brands that use it in the right way are going to come out on top. SMART content starts with Data. I know this concept gets thrown around a bit so let me provide a little context to what some have said about SMART Content. SMART Content blends the best of Search Marketing, Artificial Intelligence, and Content Marketing to power the development, activation, and optimization of high-performing content.

Smart content is dynamic content, is website content that changes based on the interests or past behavior of the viewer designed to offer a more relevant and personalized experience to your website visitors -- one that static content can’t provide.

 Also referred to as "dynamic" or "adaptive" content, SMART content is a term for the aspects of a website, ad, or email body that change based on the interests or past behavior of the viewer. It creates an experience that's customized specifically for the visitor or reader at that moment.

 This means considering factors of your visitors such as:

  • Location

  • Language

  • Device type

  • Referral source

  • Demographics

At Evia, it’s through the relationship with my customers, I have learned what SMART Content is and why it is important. It is all that is above and more. Don’t get confused or misdirected by categories, technology or limitations.  

You just need to drive the right type of content to the right audience.

That’s it. If we really want to engage our audience, let’s give them the information they need in the best way for them to understand it. Put simply:

SMART Content is:
Searchable: The ability to find exactly what you are looking for.
Multi-Language: Content delivered in a language that you understand best.
Accessible: Equal access to content
Ready: Available at a time when the content is still relevant
Targeted: Provided to those people who would benefit most

 
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SMART content can change how people learn and how much time they spend learning what is most important. Searching through hours of content to find something that is relevant is an exercise that we all do regularly. The systems that we are developing now may not solve every problem, but I would like to invite all of you to take a few minutes and think about the future of our product with a growth mindset. Look at the future of SMART content with a growth mindset, come up with new scenarios that can improve the growth and learnings of all communities.