What Is Dynamic Content And How Can I Use It?

Some users may be willing to buy while others require more information or prefer to browse and compare sites. Dynamic content allows you to reach all those people in real time.

But what is it, and where does it fit into your marketing mix?

Dynamic content is the content of a webpage, email, or ad that comes with a . varies depending on user behavior,

using a content management system (CMS), you can predefined user behavior that will prompt the content to be adjusted.

These user behaviors include:

The CMS then matches user behavior to the appropriate content.

Then, as users engage with your site or other marketing asset, the CMS is triggered Relevant content to drive them to the buyer’s funnel,

A typical example of dynamic content are online retail sites. Users see emails about recommended products, abandoned carts, or ads for relevant products.

dynamic content vs static content

Static content is the opposite of dynamic content: these are website pages that remain the same no matter who views them.

Specifically, dynamic content:

  • can be personalized.
  • The database is driven.
  • More user friendly experience.

On the other hand, static content:

  • HTML is stored on files.
  • Does not change or recognize behavior.
  • It doesn’t take long to make.

For smaller websites, such as portfolios, using static pages can be beneficial because there is less content for the user.

Additionally, many website editors use dynamic and static content simultaneously.

For example, their homepage and blog may be dynamic, but their pricing page is static because that information never changes.

Benefits of dynamic content

Dynamic content based on user behavior can provide valuable information to site editors. Some benefits include:

  • a personal experience: By creating a customized experience for each type of customer, you can Help build trust and relevance,
  • Guided buyer’s journeyDynamic content can help guide users systematically through the buyer’s funnel as they have the content they need to make a buying decision.
  • Relevance: Since relevant content is provided to users, dynamic content reduces bounce rate,
  • self drive: Once you’ve set up dynamic content, you don’t need to monitor it.
  • Engagement: User preferences are loaded after revisiting the site, which creates a faster experience for the user.

Additionally, customers respond well to dynamic content. Some figures include:

  • Have emails with individual subject lines 26% more likely to open.
  • 80% Consumers are more likely to do business with a company that provides personalized experiences.
  • 52% Customers are expected to offer 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 Lines,
  • Recommended products on e-commerce sites.
  • Ads promoting the products you were browsing earlier.
  • Special price by location.
  • Abandoned cart email.

When marketers use content like the examples above, they collect valuable information, such as:

  • How often does a user visit a website?
  • What pages do users visit, and how long do they stay?
  • What products have users viewed or bought before?
  • Which keywords brought the user to the website?

This information can help marketers provide a more customized experience for users.

Dynamic Content Strategies

Like all marketing strategiesDynamic content on your site must have a purpose.

Before implementing any dynamic content, you may want to ask how it will help customers navigate your site. Consider questions like:

  • What am I trying to do to the client?
  • What type of material would be most helpful?
  • Which route do I want the customer to take?
  • How does the customer interact with my brand (ie, social media, search, email)?

These questions can help guide a more meaningful and purposeful strategy for creating a better customer experience.

special offer

You can use dynamic content to introduce new offers along with downloadable offers.

For example, you have an eBook download that you offered to customers.

Dynamic Triggers may suggest an alternative offering if they have already downloaded the eBook.

Additionally, you can provide different form fields for other customers to collect more information. You can use this information to understand which offers to deliver.

guide people down the funnel

As marketers, we must make sure that potential customers are getting the information they need to make a buying decision. Dynamic content can help.

Behaviors from past visits can trace user intent and point to content that can guide them toward a purchase decision.

A classic example of this is a email nurturing campaign,

These campaigns are based on the content previously viewed by the user.

Then, marketers send relevant content to the user, hoping it will help them make a buying decision.

Give repeat customers more access

Do you have a lot of material to offer, but it’s hidden behind a form?

While this is a great lead generation tacticsYou may see frequent customers filling out forms over and over again to gain access.

However, you have all their information if they have already filled out a form.

Instead of having your loyal customers fill out endless forms, you can use dynamic content to identify repeat customers.

This action can help them bypass the form and access the content directly.

provide different content

Dynamic content can help you stay relevant to many different customers depending on location and need.

For example, if you are a clothing website, you can create other images and page content that speaks to a customer in a high desert area, while also providing content to a customer in a more cold climate.

Additionally, if you have a blog, you can provide more relevant articles to the user based on past data.

For example, let’s say a user is viewing a blog related to link building.

Dynamic content can use that data to serve them more link-building topics the next time they visit the blog.

serve targeted ads

Some ads follow you. This is another form of dynamic content.

This Ads use your search behavior To serve relevant products to users.

You can also use these targeted ads for downloadables, eBooks, event reminders or for other demographics.

Dynamic content can help you uncover a lot of information about your customers.

However, more importantly, it can create a custom experience for users that puts relevant content in front of them.

This strategy creates a more personalized and tailored web experience to increase repeat customers.

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Featured Image: Roman Samborsky / Shutterstock

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