Creating smart content is always key to a successful interaction with a potential or existing customer. It’s about creating content based on your intelligence with your audience, or more explicitly speaking with an individual customer.
Plan, Research and Understand Your Customer
You should always think about, prepare and research the type of smart content you want to use. To gain knowledge and get ahead of your competition understanding your website’s analytics is fundamental to your success. The reason why this information is crucial is so you can effectively serve targeted content to your site visitors.
First, though, you must understand your customers intent. Once you have realised this then finding them the answers through an online delivery method is recommended. It’s only then you can carefully craft or employ someone to create some smart assets (like photos or video).
Once you have analysed your website traffic keep in mind how you are going to deliver your content. Some key elements to think about include, the type of device the site visitor uses, where they live and their language.
What Types of Content are Smart?
The type of content that could be considered smart is anything a viewer interacts with. This could be on your website based on their past behaviour or even their interests on social media. While email and text form part of this intelligent family, it is photography and video which play a significant role. Therefore, serving visually inspiring images and video is essential. By incorporating these not only will you impress your customer, but you have the best chance of converting them.
Examples of Creating and Delivering Smart Content
A great example for businesses who utilise smart content using images is some of the bigger stores on Amazon. In most cases, the stores will go to the effort of using infographics to deliver critical features of a product or service. While these high-quality infographics take time to design, they are indeed worth the investment. Each download or interaction with your smart content is a potential customer.
Another way of using smart content is to construct a helpful guide. If you know some of your web pages rank with regular returning traffic; then it’s worth investing the time to create a useful guide. Remember to fill your guide with photos which relate to your customer’s experience. The final step would be to employ a designer to construct the final design.
Be Strategic in Your Delivery
Smart content isn’t just about delivering a few photos. You should also think about incorporating design features, statistics and use of partnerships as these elements can help boost a brand. Think about shared content when partnering so your brand message is consistent with one another.
You could even employ the services of a professional videographer. They could direct and film a behind the scenes clip at your next product launch or activity. This type of content generates interest, especially with a younger audience as they typically want to be the first to know about a product.
Some Tips If You Find Yourself in an Offline Environment.
If you consider yourself in an offline environment or as a brick and mortar retail store then reaching your customers can be a little harder. However, as you engage with them, you most likely have the upper hand in understanding their needs. This is because you get to interact with your customers. In this situation creating smart content through photos and videography is the best option to reach your customers. Think about showcasing your targeted imagery in magazines, the newspaper or even a billboard or via television. Each place for your content has its own demographic and target audience so be mindful of that.
If you are interested in hearing how Visionair can assist you in creating smart content to better reach and engage with your audience, we would love to hear from you. Give us a call today on 1300 55 70 90 or email us at info@visionair.com.au to learn more.
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