HubSpot Smart Content: Bridge the Beginner-Expert Gap?

A Beginner’s Guide to Catering to Both Beginner and Advanced Practitioners with HubSpot’s Smart Content

Trying to reach both novice and expert marketers with the same content? It’s a challenge, but HubSpot‘s Smart Content feature can help. This tool allows you to personalize website pages, emails, and even calls-to-action based on your audience’s characteristics. Can HubSpot really bridge the gap between marketing newbie and seasoned pro?

Step 1: Setting Up Your HubSpot Lists

Before you can start personalizing content, you need to segment your audience. In this case, we’ll create two lists: “Beginner Marketers” and “Advanced Marketers.”

Creating the “Beginner Marketers” List

1. Navigate to Contacts > Lists in your HubSpot portal.
2. Click Create list in the upper right corner.
3. Choose Static list. (A static list allows you to manually add contacts, which is helpful for initial setup.)
4. Name the list “Beginner Marketers.”
5. Set criteria (optional). For example, you could use job title (e.g., “Marketing Assistant,” “Intern”) or company size (e.g., “1-10 employees”) as initial criteria. For now, leave it blank.
6. Click Save.

Pro Tip: Don’t overcomplicate the initial criteria. You can always refine your list later as you gather more data. I had a client last year who tried to segment too precisely, and it resulted in tiny, ineffective lists.

Creating the “Advanced Marketers” List

1. Repeat steps 1-3 above.
2. Name the list “Advanced Marketers.”
3. Set criteria (optional). Use criteria that indicate experience and expertise, such as job title (e.g., “Marketing Director,” “CMO”) or industry certifications.
4. Click Save.

Common Mistake: Forgetting to actively maintain your lists. Regularly review and update the list membership based on engagement and new information.

Expected Outcome: You now have two distinct lists in HubSpot, ready to be used for smart content personalization.

Step 2: Creating Smart Content on a Website Page

Now that you have your lists, let’s create a landing page with smart content variations.

Selecting a Page and Enabling Smart Content

1. Go to Marketing > Website > Landing Pages.
2. Select an existing page or create a new one by clicking Create landing page. Let’s assume you have a page about “Email Marketing Best Practices.”
3. In the page editor, select a module you want to personalize (e.g., a headline, a block of text, or a CTA button).
4. Click the Smart Content icon in the module toolbar (it looks like a target).

Defining Smart Content Rules

1. In the Smart Content editor, click Add rule.
2. Select List membership as the criteria.
3. Choose the “Beginner Marketers” list.
4. Create the content variation for beginner marketers. For example, change the headline from “Advanced Email Segmentation Strategies” to “Email Marketing: The Basics.” Simplify the language and focus on foundational concepts.
5. Click Add rule again.
6. Select List membership and choose the “Advanced Marketers” list.
7. Create the content variation for advanced marketers. Keep the original headline or create a more sophisticated one. Include details on advanced segmentation, automation, and analytics.
8. Set a Default content option. This is what users will see if they don’t belong to either list. A general overview is best here.
9. Click Save changes.

Pro Tip: Use clear and concise language in your beginner-focused content. Avoid jargon and explain concepts step-by-step. For advanced marketers, assume a certain level of knowledge and focus on cutting-edge strategies. Here’s what nobody tells you: it’s better to err on the side of simplicity than to overwhelm beginners with overly complex information.

Common Mistake: Not providing a default content option. This can lead to a confusing user experience for visitors who don’t match your list criteria.

Expected Outcome: Your landing page now displays different content based on whether a visitor is on the “Beginner Marketers” or “Advanced Marketers” list. If they aren’t on either list, they’ll see the default content.

Step 3: Personalizing Calls-to-Action (CTAs)

Personalizing CTAs can significantly improve conversion rates. Let’s adapt our CTAs to each audience.

Creating Smart CTAs

1. Navigate to Marketing > Lead Capture > CTAs.
2. Click Create CTA.
3. Design your default CTA (e.g., “Download Our Email Marketing Guide”).
4. Click Add smart rule.
5. Select List membership and choose the “Beginner Marketers” list.
6. Create a CTA variation for beginners (e.g., “Get Started with Email Marketing”). Make it less intimidating and more focused on the initial steps.
7. Click Add smart rule again.
8. Select List membership and choose the “Advanced Marketers” list.
9. Create a CTA variation for advanced marketers (e.g., “Unlock Advanced Email Marketing Strategies”). Emphasize the opportunity to enhance their existing skills.
10. Click Save.

Implementing Smart CTAs on Your Page

1. Go back to your landing page (Marketing > Website > Landing Pages).
2. Select the module where you want to display the CTA.
3. Insert the smart CTA you created.
4. Click Update.

Pro Tip: Use action-oriented language tailored to each group’s goals. Beginners might be looking for foundational knowledge, while advanced marketers want to optimize their existing campaigns. We ran into this exact issue at my previous firm; generic CTAs just weren’t cutting it.

Common Mistake: Using the same CTA copy for both audiences. This defeats the purpose of personalization.

Expected Outcome: Visitors on the “Beginner Marketers” list see a beginner-friendly CTA, while those on the “Advanced Marketers” list see a CTA geared towards their expertise. Others see the default CTA.

Step 4: Analyzing Performance and Iterating

Personalization is an ongoing process. You need to track the performance of your smart content and make adjustments as needed. How else are you going to know what’s working, right?

Tracking Engagement Metrics

1. In HubSpot, go to Reports > Analytics Tools > Website Analytics.
2. Filter the data to show performance for your landing page with smart content.
3. Analyze metrics such as page views, bounce rate, conversion rate, and time on page for each content variation.
4. Examine CTA click-through rates for each smart CTA variation.

Making Data-Driven Adjustments

1. If the beginner content is performing poorly, consider simplifying the language further or adding more introductory material.
2. If the advanced content is underperforming, try adding more advanced tactics or case studies.
3. A/B test different variations of your smart content to optimize performance. HubSpot’s A/B testing tool makes this relatively straightforward.
4. Regularly review your list segmentation criteria to ensure accuracy.

Pro Tip: Don’t be afraid to experiment. Try different headlines, images, and CTAs to see what resonates best with each audience. Pay close attention to the bounce rate; a high bounce rate suggests that your content isn’t meeting the needs of that particular audience segment. According to a Nielsen Norman Group study, analyzing engagement metrics is essential for effective website design.

Common Mistake: Making changes based on gut feeling rather than data. Always rely on analytics to guide your decisions.

Expected Outcome: You’ll gain insights into which content variations are most effective for each audience segment, allowing you to continuously improve your personalization strategy. For example, you might find that beginners respond better to video tutorials, while advanced marketers prefer downloadable checklists.

Step 5: Expanding Smart Content Across Channels

The power of HubSpot’s Smart Content extends beyond just landing pages. Let’s look at how you can use it in emails and other areas.

Personalizing Emails

1. Navigate to Marketing > Email.
2. Create a new email or edit an existing one.
3. Use smart content modules to personalize the email body, subject line, or sender name based on list membership.
4. For example, send beginners an email with a subject line like “Your First Steps in Email Marketing” and advanced marketers an email with “Advanced Email Automation Techniques.”

Using Smart Content in Workflows

1. Go to Automation > Workflows.
2. Create a new workflow or edit an existing one.
3. Use the “If/then branch” action to trigger different actions based on list membership.
4. For instance, send beginner marketers a series of introductory emails and advanced marketers a series of emails about advanced strategies.

Adapting Content for Other Channels

Think about how you can apply the same principles of personalization to other marketing channels, such as social media or paid advertising. A recent IAB report underscores the importance of data-driven personalization across all marketing channels.

Pro Tip: Consistency is key. Ensure that your messaging is aligned across all channels to create a cohesive brand experience. Don’t just personalize for the sake of it; make sure each variation provides genuine value to the recipient.

Common Mistake: Over-personalizing to the point where it feels intrusive or impersonal. Strike a balance between personalization and general relevance.

Expected Outcome: You’ll create a more personalized and engaging experience for your audience across all marketing channels, leading to higher conversion rates and stronger customer relationships.

Mastering HubSpot’s Smart Content isn’t just about knowing the steps; it’s about understanding why personalization matters. By tailoring your message to resonate with both beginners and experts, you’ll not only improve your marketing results, but also build stronger relationships with your audience. So, take what you’ve learned here and start crafting content that speaks directly to the needs of every marketer, regardless of their experience level.