What is Smart Content?

The smart revolution is well underway. First, there were smart phones that put the world wide web in the palm of your hand. From the proliferation of the smartphone, the smart notion has spread like a wild fire. Today, you have smart televisions, smart thermostats, smart watches, and an army of other products designed to effectively cater to the individual's characteristics. With all of the existing smart products and services, it should come as no surprise smart content was on the way.

Not So Smart Definition of Smart Content

In the simplest terms, smart content refers to content that changes and caters to the characteristics of the individual consuming the content. The overall goal of smart content is to provide users with a much more enriched and customized experience. Smart content is quickly growing as the best way to engage consumers and increase conversion rates.

While content marketing is excellent at increasing brand awareness and educating buyers, company websites have grown to be less customer-centric and more self-focused. In contrast, smart content personalizes each visitors experience throughout all of your marketing channels with relevant and customized information. The core value behind its creation is relevant and personalized content is much more effective at engaging visitors. Instead of one-size-fits-all content, smart content will lead visitors through your sales funnel at a much more efficient rate.

Smart Definition of Smart Content

Smarter content allows programs to more effectively process the intrinsic meaning of the content, such as identifying that a paragraph is about a specific topic. While humans have the ability to comprehend the meaning of words, applications rely on keywords to understand the meaning. The new type of content goes well beyond using simple methods like keywords by mapping the content to a standardized taxonomy.

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Why the Need for This New Content?

As the world becomes more data centric, consumers expect marketers to do the same. According to a 2013 Harris Interactive and Janrain study, 74% of consumers get frustrated with sites hosting content that isn't in line with their interests. Smart content is poised to elevate your marketing efforts to the next level by increasing your ROI and driving many more qualified leads through your pipeline more quickly.

Smart Products and Services

Several of the products on the market today use data points to make customized suggestions to the user, which makes them smart products. For better understanding, you can compare a few of the following products to understand this smart revolution.

 - Consider the barrage of music services such as Pandora, Rdio, and Spotify. All of these services          are designed to use data points to learn the music listening habits of the user and build                        personalized stations based on the user's listening habits.
 - Netflix is the popular movie rental service that uses your viewing habits to create genres and                make suggestions of movies and TV shows based on your habits.

Not All Content is Created Equally

 - Unstructured Content is created solely for human consumption. This content is also known as flat      text files, HTML without end tags. This type of content is difficult for computers to interpret because      of the ambiguity and incompleteness of the content. Unstructured content requires humans to            decode the meaning and structure and may even require additional formatting to be displayed        properly.
 - Structured Content has more of a logical structure and treats content like data. Structured                    content includes XML documents, boundaries of element, and element names that have value to        users and systems. In other words, structured content has been broken down and enhanced with      metadata.
 - Smart Content is structured content that provides valuable semantic information to both humans      and computers. Searching this content is enhanced when the metadata and buried semantics in      the content provide more tips as to where the data came from, what it is about, and how the                content is related to other content.

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