The dictionary defines the word “dynamic” as “a process or system characterized by constant change, activity, or progress,” or “a force that stimulates change or progress within a system or process.” The ability to create dynamic content determines the success of your marketing plan. Here are 10 things you should know about it.
1. What Is Dynamic Content?
Often called “smart” or “adaptive” content, the term dynamic content describes the aspects of a website, ad, or email body that change according to the interests or past behavior of the reader. Unlike static content, which remains the same for everyone who visits the website, dynamic content changes with each reader.
2. Examples of Dynamic Content
In an article featured on Hubspot, Meghan Keaney Anderson uses Amazon.com as a clear illustration of dynamic content. If you buy books from Amazon on a regular basis, you probably receive “recommended for you notices,” based on your previous purchases. Hulu.com does the same thing with your television viewing habits. You will notice this if you accidentally log in with your spouse or significant other’s ID., the front page might feature programs you would never watch in a million years.
3. Dynamic Content Attracts Visitors
People come to your website for educational purposes, product or service research, special offers or just out of curiosity. Your visitors will only remain on your site, return to it, and recommend it to their friends if they discover information relevant to their specific needs. Alexa notes that the top 500 websites are built with dynamic content, which utilizes a content management system.
4. Content Management Systems
Your best tech people might not have the best writing skills. In contrast, the mere mention of HTML often instills terror in your most talented content writing scribes. Much to the relief of your right-brained writers, dynamic content management systems do not require HTML. Your writers can simply get into the zone, while your techno-geeks can work on the technology that supports it.
5. Goal Oriented Dynamic Content
The data that fuels dynamic content technology saves insights about the visitor’s demographics, as well as the pages on your site that they tend to frequent. This process is performed with the goal of presenting the right content to the right person at the right time. The word “relevance” applies to these scenarios.
6. Relevance and Revenue
Broadcast emails to potential clients take a one size fits all approach. In contrast, relevant emails, sometimes called nurtured emails, use dynamic content, which is customized for the client. The results of a study performed under the auspices of Jupiter Research indicate that relevant emails drive 18 times more revenue than broadcast emails. The Annuitas Group performed a different study, and reported that leads who are nurtured with targeted content produce a 20% increase in sales opportunities. CSO insights found that companies that excel at lead nurturing have 9 percent more sales reps reaching their quota. So how do you find relevant information about your website visitors? Some of data is baked into your browser cookies.
7. The Sweetness of Cookies
Cookies, also called browser cookies or tracking cookies are the small, sometimes encrypted text files, which sit within browser directories. Web developers use them to help visitors navigate their websites efficiently and perform the functions most relevant to their needs. Cookies form when a visitor’s browser loads a website. The website delivers information to the browser, which then creates a text file. Every time the visitor returns to the website, the browser fetches and sends this file to the website’s server. The cookies then regulate how ads appear on the user’s page, and how the widgets and other elements function. As such, two people going to the same website from two different computers might each have a different page experience.
8. Drop-down Menus and Dynamic Content
Concerned about privacy, some people might choose to disable cookies. The drop-down menu gives your visitors the option to tell you what interests them, and what they want you to know. Tailor your customized content according to their selections.
9. Smart Calls to Action
We mentioned the keyword funnel in our article about landing pages. Hubspot has a product called Smart Calls to Action, which creates specific calls to action based on the potential client’s position in the funnel. These calls to action also take into account relevant factors such as the visitor’s industry and interests. Even the images that accompany the calls to action are specific to the client.
10. Disadvantages of Dynamic Content
Of course, there’s always a catch. The technology involved in creating dynamic content comes with a high price tag, and will involve some staff training. Smaller businesses might not consider it a worthwhile investment.