Some users may be ready to buy, while others need more information or prefer to browse and compare sites. Dynamic content lets you connect with all of these people in real time.
But what is it and where does it fit in your marketing mix?
Dynamic content is content on web pages, emails, or advertisements that user behavior.
use one Content Management System (CMS), you can predefine user behaviors that will dictate what to adjust.
These user actions include:
The CMS then matches user behavior with appropriate content.
Then, when users interact with your website or other marketing assets, the CMS triggers relevant content to drive them into the buyer’s funnel.
A typical example of dynamic content is an online retail website. Users see suggested products, emails about abandoned carts, or ads for related products.
Dynamic content vs static content
Static content is the opposite of dynamic content: these are website pages that remain the same regardless of who views them.
Specifically, dynamic content:
- Can be personalised.
- is database driven.
- It’s a more human experience.
On the other hand, static content:
- Stored in an HTML file.
- Does not change or identify behavior.
- The creation time is not long.
For smaller sites, such as portfolios, using static pages can be beneficial because there is less content for users to sift through.
Also, many website editors use both dynamic and static content.
For example, their homepage and blog may be dynamic, but their pricing page is static because this information never changes.
The benefits of dynamic content
Dynamic content can provide website editors with valuable information based on user behavior. Some benefits include:
- Personalized experience: By creating a customized experience for each type of customer, you can Help build trust and relevance.
- Guide the buyer’s journey: Dynamic content can help guide users organically through the buyer’s funnel because they have the content they need to make a buying decision.
- association: Reduced dynamic content due to providing relevant content to users Bounce Rate.
- automatic: Once you set up dynamic content, you don’t need to monitor it.
- got engaged: User preferences are loaded after revisiting the site, creating a faster experience for the user.
Additionally, customers respond well to dynamic content. Some statistics include:
- Emails with a personalized subject line are 26% more likely to be opened.
- 80% of consumers are more likely to do business with a company that offers a personalized experience.
- 52% of customers expect personalized offers.
Dynamic content example
As an active Internet user, you have come across websites or other dynamic types of content.
Common examples of dynamic content include:
- Personalized email subject line.
- Recommended products on e-commerce sites.
- Ads promoting products you’ve viewed before.
- Special prices are based on location.
- Abandoned cart emails.
When marketers use content from the examples above, they gather valuable information, such as:
- How many times do users visit the website?
- Which pages will users see and how long will they stay there?
- What products have users viewed or purchased before?
- Which keywords brought users to the site?
This information can help marketers provide users with a more personalized experience.
Dynamic Content Strategy
like everyone Marketing strategydynamic content should have a purpose on your website.
Before you implement any dynamic content, you need to ask how it will help customers navigate your site. Consider the following questions:
- What do I want the client to do?
- What type of content is most helpful?
- What path do I want my clients to take?
- How do customers interact with my brand (i.e. social media, search, email)?
These questions can help guide more meaningful and purposeful strategies to create a better customer experience.
special promotion
You can use dynamic content to offer downloadable new products.
For example, you have an eBook download that is offered to customers.
Dynamic Triggers can suggest alternatives if they’ve already downloaded the eBook.
Additionally, you can provide other customers with different form fields to gather more information. You can use this information to know what to deliver.
Lead people down the funnel
As marketers, we must ensure that potential customers have the necessary information to make purchasing decisions. Dynamic content can help.
The behavior of previous visits can determine user intent and point to content that can guide their purchasing decision.
A good example is Email Nurturing Campaign.
These activities are based on content that the user has previously accessed.
Marketers then send relevant content to users in the hope that it will help them make a purchasing decision.
Give repeat customers more access
Do you have a ton of content to offer, but it’s hidden behind a table?
Although this is a great Lead Generation Strategiesyou may see repeat customers filling out the form repeatedly to gain access.
However, if they have already filled out the form, you will have all their information.
Instead of having your loyal customers fill out endless forms, you can use dynamic content to identify repeat customers.
This action helps them bypass the form and access the content directly.
provide different content
Dynamic content can help you stay connected with many different customers based on location and needs.
For example, if you’re a clothing website, you can create additional images and page content to communicate with customers in high desert areas while serving content to customers in colder climates.
Also, if you have a blog, you can provide users with more relevant articles based on previous data.
For example, suppose a user has been viewing a blog about link building.
Dynamic content can use this data to give them more link building topics the next time they visit the blog.
Deliver targeted advertising
Some ads will follow you. This is another form of dynamic content.
These Ads use your search behavior Provide users with related products.
You can also use these targeted ads for downloadable content, eBooks, event reminders, or other demographic data.
Dynamic content can help you discover a wealth of information about your customers.
More importantly, however, it can create a custom experience for users, keeping relevant content in front of them.
This strategy creates a more personalized and tailored web experience to increase repeat customers.
More resources:
Featured image: Roman Samborskyi/Shutterstock
