3 tips to make your content smarter

3 tips to make your content smarter

Putting the word ‘smart’ in front of something usually equals better, right? Smart thinking, smart food, smart technology.

The same applies to smart content.

Smart content is well written and executed, but is also personalised to the characteristics of a desired audience. Personalised content better engages visitors, drives sales, creates awareness and builds relationships more quickly and efficiently than static, one-size-fits-all content.

The core principle of smart content links back to the golden rule of content – ensuring your content is informative, interesting and relevant.

Why use smart content?

By providing the most relevant content, you will improve visitor experience and enhance engagement with your audience.

How to create and use smart content:

1. Research

Before you can personalise and tailor your content, you need to know who you’re tailoring it to. Not all communication channels have comprehensive audience data (such as that provided by Neilson), yet there is basic research we can undertake to start forming a clearer picture of the audience.

A little observation of your social media followers and engagers can tell you a lot about your audience demographics, needs and opinions. Your web analytics also provide valuable insight into your audience such as what they’re interested in (keywords, search queries) and where they’re coming from (referring URL’s and geolocations).

2. Create a persona

If you know anything about contentgroup, you know we love our persona Jacqui Morrison. Creating an audience persona will help ensure you are continually and actively creating smart personalised content.

Your persona literally personifies your target audience, acting as a guideline for all communication activities.

If you are creating a piece of content and it doesn’t relate to your persona, start again.

3. Up the IQ of your content

Once you have a clear idea of who you are personalising your content for, you can move onto the how.

Basic techniques include utilising keywords correlated to the search queries of your audience and keeping your persona in mind with any new content you write.

Make sure content is in the right place – if I was looking for information on ‘x’ where would I be? Information should be easy to find, and where your audience is expecting to find it.

After you start publishing smart content, you will need to continue monitoring and tweaking your content to ensure its performance is optimised.

So come on, let’s get smart.

Each week a staff member puts pen to paper to write about an aspect of content communication that speaks to them, and hopefully, informs you. This is a space where our passion for writing, learning and sharing information comes to shine.

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