HubSpot, the inbound marketing software, provides ways to easily and quickly implement content personalization. Smart Content in HubSpot allows you to target based on anything you know about your customers and serve relevant content. Using Smart Content in HubSpot is a seamless and standardized way to provide personalized content to your website’s visitors. Like any type of personalization, it also helps to increase conversion rates. Smart Content is a feature accessible to both Professional and Enterprise level HubSpot subscribers.

You might ask, what makes HubSpot COS better than another CMS? It’s an all-one-one system that combines the best aspects of a content system and personalization engine. It’s more of a complete platform so all your tools are in one place. It’s also easier to provide a seamless experience because it’s a standardized system. The pros don’t stop there. HubSpot is also mobile optimized and uses built-in responsive design, so it’s compatible for any device from tablets to mobile phones. Lastly (this is somewhat of a minor perk, but still worth mentioning), the COS is a faster content delivery system than alternative CMSes.

Higher Conversion Rates

According to HubSpot, pages with Smart Content have conversion rates 20 percent higher than pages that don’t have it. Smart Content can be placed in a variety of different locations throughout your HubSpot-built website including landing pages, site pages, calls to action (CTAs), and emails. By inserting contact property personalization tokens into your content, your content will automatically change based on the visitor’s information. Personalization can be used in any rich text module or on any COS page in HubSpot.

With HubSpot’s Smart Content, you can personalize your content for first-time visitors and unknown visitors based on country, device, or referral source. What makes HubSpot’s personalization tools particularly unique is that you can personalization content based on the contact being a member of a certain list or “lifecycle stage”. With HubSpot, you ensure your content is most relevant at the time the person is seeing it.

Getting Started With HubSpot COS

To begin, insert Smart Content into any rich text module in any site or landing page you’re interesting in personalizing. Then, you have to decide which type of smart content you want to create. Next, you have to select the persona you would like to personalize content for. After creating the messaging and content you would like your target personas to see, you can begin measuring performance and fine-tuning to ensure your pages are optimized to generate results and provide the best user experience.

While there are a variety of different software you can use for content personalization. I would encourage you to look into HubSpot. It’s a simple and straightforward COS system that is easy start using. It combines the best aspects of a content delivery system and a personalization engine to help you inspire loyalty in your customers. The only way to be successful is to create connections, solve problems, and become and indispensable to your customers—content personalization makes this achievable. HubSpot demystifies personalization so you can hit the ground running.

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