Some users may be ready to buy while others need more information or prefer to browse and compare sites. Dynamic content allows you to reach all of these people in real time.
But what is it and where does it fit into your marketing mix?
Dynamic content is content on a web page, email, or advertisement that changes based on user behavior.
[Recommended Read:] Learn more about user behavior for your content marketing strategy →
With a Content Management System (CMS), you can pre-define which user behaviors will indicate content modification.
These user behaviors include:
- buying behaviour.
- Pages visited.
- Events visited.
- Location data.
- customer life cycle.
- time spent on the site.
- Buyer personas.
- Engagement metrics.
The content management system then matches user behavior with appropriate content.
Then, when users interact with your site or other marketing assets, the CMS plays relevant content to push them down the buyer’s funnel.
A typical example of dynamic content is online retail websites. Users see recommended products, emails about abandoned carts, or ads for related products.
[Discover:] How to craft content that resonates with SaaS customers →
Dynamic content vs static content
Static content is the opposite of dynamic content: these are the pages of a website that remain the same, regardless of who views them.
Specifically, dynamic content:
- can be customized.
- Database driven.
- It is a more user-friendly experience.
On the other hand, static content:
- They are stored on HTML files.
- It does not change or recognize the behavior.
- It doesn’t take long to create.
For smaller websites, such as portfolios, it may be advantageous to use static pages because there is less content for the user to sift through.
In addition, many website editors use dynamic and static content at the same time.
For example, their homepage and blog can be dynamic, but their pricing page is static because this information never changes.
Benefits of dynamic content
Dynamic content can provide valuable information to site editors based on user behavior. Some of the benefits include:
- personal experienceBy creating a personalized experience for each type of customer, you can help build trust and relevance.
- Guided Buyer JourneyDynamic content can help guide users through the buyer’s funnel organically since they have the content they need to make a purchase decision.
- relevance: Since users provide relevant content, dynamic content reduces bounce rate.
- automatic: Once dynamic content is set up, you don’t need to monitor it.
- engagementUser preferences are loaded once they visit the site again, creating a faster user experience.
In addition, clients respond well to dynamic content. Some stats include:
- Emails with personal subject lines are 26% It will likely be opened.
- 80% Many consumers are more likely to do business with a company that offers personalized experiences.
- 52% From customers expect personalized offers.
Dynamic content examples
As an active user of the Internet, you have come across websites or other dynamic types of content.
Common examples of dynamic content include:
- Personal email subject lines.
- Recommended products on e-commerce websites.
- Ads promoting products you were previously browsing.
- Special rates based on location.
- Abandoned shopping cart emails.
When marketers use content like the examples above, they are gathering valuable bits of information, such as:
- How often does a user visit a website?
- What pages do users see, and how long do they stay?
- What products have users viewed or purchased previously?
- What keywords brought the user to the website?
This information can help marketers provide a more personalized experience for users.
Dynamic content strategies
Like all marketing strategies, dynamic content must have a purpose on your site.
Before implementing any dynamic content, you’ll want to ask how it will help customers navigate your site. Consider questions like:
- What am I trying to convince the client of?
- What type of content would be most useful?
- What path do I want the customer to take?
- How does the customer interact with my brand (eg, social media, search, email)?
These questions can help guide a more meaningful and meaningful strategy for creating a better customer experience.
[Related:] Create and master a SaaS content funnel →
You can use dynamic content to present new offers with downloadable offers.
For example, you have an e-book download that you have given to customers.
Dynamic Players can suggest an alternative offer if they have already downloaded the eBook.
In addition, you can provide different form fields to other clients to collect more information. You can use this information to understand what to provide.
Guide people down the funnel
As marketers, we must ensure that potential customers have the information needed to make a purchase decision. Dynamic content can help.
Behavior from past visits can confirm user intent and indicate content that can guide them towards a purchase decision.
A good example of this is an email sponsorship campaign.
These campaigns are based on the content the user has visited previously.
Then, marketers send relevant content to the user, hoping it will help them make a purchase decision.
Give more reach to repeat customers
Do you have numerous amounts of content to offer, but it’s hidden behind a template?
While this is a great lead generation tactic, you may see customers repeatedly filling out forms to get access.
However, you have all of their information if they have already filled out a form.
Instead of having your loyal customers fill out countless forms, you can use dynamic content to get to know your repeat customers.
This action can help them bypass the form and get directly to the content.
Provide different content
Dynamic content can help you stay in touch with many different customers based on location and need.
For example, if you own a clothing site, you could create images and other page content that speaks to a customer in a high desert area while also presenting the content to the customer in a cooler climate.
In addition, if you have a blog, you can provide more relevant articles to the user based on the previous data.
For example, let’s say a user was looking at blogs related to link building.
Dynamic content can use this data to offer them more link building topics the next time they visit the blog.
Targeted advertising service
Some ads follow you. This is another form of dynamic content.
These ads use search behavior to serve relevant products to users.
You can also use these ads to target downloads, e-books, event reminders, or other demographics.
Dynamic content can help you reveal a lot of information about your customers.
However, most importantly, it can create a personalized experience for users that keeps relevant content in front of them.
This strategy creates a more personalized and personalized web experience to increase repeat customers.
- How does a real-time dynamically built page affect SEO?
- 3 ways the best websites personalize their content
- Completely optimized content from start to finish
Featured image: Roman Samborski/Shutterstock