What Is Dynamic Content and How Can Brands Get the Most Out of It

Customers nowadays expect brands to work much harder than they did just a few years ago, as old-school marketing just isn’t a successful strategy anymore. If you really want to capture your ideal customer’s attention, you need to know their preferences and behaviors. There are many reasons why you need to use dynamic content in brands marketing strategy. Here’s how.

This is possible to do when you collect enough data that allows you to predict the type of content your customers want to see. This type of content is called dynamic content and it changes based on the data you collect.

What is a dynamic content and why is it important?

Dynamic content in any type of text, video, or audio, is content that changes and adapts over time based on user preferences and behaviors, as well as the data you collect. The trick is to set a number of predefined conditions that allow the content on a website to adjust in real-time, or dynamically.

A website that has dynamic content is able to influence the visitor’s buyer journey because the website itself adapts for every person who visits it. What appears on your website will differ depending on whether someone visits it for the first time or if they’re a repeat customer.

For these reasons, dynamic content has much greater potential for marketing and lead conversion than static content. Since the website is adapting to make an ideal personal experience for every user, the chances of them staying on your website longer and even making a purchase significantly increase.

How is dynamic content collected?

To start using dynamic content, you first need to collect it. You can use a tracking method such as cookies for this purpose. Other methods you can use is collecting data from website registration, purchasing process, newsletters, and sign-up forms.

Once the data is collected, it’s stored in special files on the websites. The data is kept in storage until it needs to be used to create the ultimate shopping experience.

To make your dynamic data as accurate as possible, you need to collect answers to the following questions:

• How many times has a person visited your website?
• Pages have the user visited and how long did they stay there?
• What is the user’s purchase history and which items have they viewed in the past?
• What search engine, browser, and the device has the user used to access your website?
• Did the user come to your website by organic search or through a different method?

Once you have your answers to all of these questions, you can use them to create different types of dynamic content for your website visitors.

How to use dynamic content

Dynamic content is a real game-changer in the world of marketing, and there are a number of different ways you can use it to make your brand more appealing and even increase customer loyalty.

Emails

One of the best ways to make your email campaigns more relevant to recipients is to include dynamic content in email marketing. You can create customized email templates for every recipient that will take into account data such as their demographic, preferences, and their buying journey.

Here are some ways you can utilize dynamic content in emails:

• Add the recipient’s name to make a personalized greeting.
• Use the recipient’s time zone to determine the best time to send emails.
• Use data such as their account activity and preferences to make the email body more dynamic.
• Write CTAs that correspond with the recipient’s buyer journey.

This has proven to be a great marketing strategy, as 65% of email marketers say dynamic content is their most effective personalization tactic.

Landing pages

Instead of taking all website visitors to the same landing page, use dynamic content that is going to change the look of the page depending on who views it. Since your landing page is supposed to be an informational doorway to your products and brand, you need to make sure it uses all the benefits of dynamic content.

Articles

There are a few different ways dynamic content can improve your articles.

You can see what kind of device and screen the website visitor is using to view your articles, so you can show it in the proper format. No matter if they’re using a desktop computer or a mobile device, you can be sure that the content will be viewable.

While the website visitor is reading that article, you can also use dynamic content to generate promotional content within the article. The promotional content that will appear will make contextual sense and add value to the person reading the article.

Product pages

Once a website visitor has viewed a product page, you can use dynamic content to predict what other products on your website may interest them. You can then cross-sell and create match related items that will appeal to customers based on their previous purchasing decisions.

Why is dynamic content better than static content?

The phrase “Content is king” has been around for a long time. But it’s important to remember that not all content is created equally. Static content has been around for as long as the internet. It has been used to a great extent by marketers for years.

When you only have static content, it will remain consistent throughout the entire website and won’t change. While this type of content is still somewhat effective and useful. Not to mention easier to implement than dynamic content, it has its downsides.

The biggest downside is that it doesn’t allow for any type of personalization. While this may not have been an issue in the past. Using static content can cause your business to ultimately fail.

Customers are looking for a personalized experience. 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. Even though it’s more time-consuming and harder to set up dynamic content on your website.  It’s a smarter decision than including just static content.

When you put in enough time and effort, your dynamic content will result in:

• Much better user experience for all website visitors
• Higher conversion rates and more return visits
• A responsive layout for all website visitors

Dynamic Content For Brands: Final thoughts

Most websites nowadays use dynamic content. Those who don’t will become outdated soon enough. When you put your dynamic content to good use. You can ensure that all of your website visitors have a personalized experience. Which will make them want to return to your website for more.