HubSpot Smart Content
HubSpot smart content (dynamic content) shows different content to different visitors based on rules — like lifecycle stage, country, device or list membership. It personalizes pages, emails and CTAs so each visitor sees the most relevant message without building separate assets.
Key takeaways
- Smart content shows different content by visitor attributes or list membership.
- It personalizes pages, emails and CTAs from a single asset.
- Rules can use lifecycle stage, geography, device, referral source and more.
How smart content works
You define rules and the alternate content for each. When a visitor matches a rule, HubSpot swaps in the relevant version — so a returning customer sees a different hero than a first-time visitor, all from one page.
Common uses
- Different CTAs by lifecycle stage (lead vs customer).
- Localized content by country or language.
- Account- or list-specific messaging for ABM.
Frequently asked questions
What is HubSpot smart content?
Content that changes based on rules about the visitor — lifecycle stage, location, device or list membership — to personalize pages, emails and CTAs.
How does dynamic content work in HubSpot?
You set rules and alternate versions; HubSpot serves the version that matches the visitor's attributes or list membership.
What can you personalize with smart content?
CTAs, page modules, email content and forms — by lifecycle stage, geography, device, referral source, list membership and more.
Related service: Personalize content in HubSpot