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In digital marketing, dynamic content refers to content—such as an email, webpage, or even call-to-action (CTA)—that changes based on a user’s behavior and session data. In other words, it adapts to their actions and provides a more personalized experience as they digest your content. Most commonly, digital marketers will implement dynamic content across their website—which can increase conversions in addition to making for a captivating browsing experience. Here are a few ways dynamic content personalizes your digital marketing strategy.
Integrate calls-to-action naturally throughout the buyer journey
Does this scenario sound familiar? You find yourself on a marketing website that has plenty of content you find informative and helpful. As a result, you decide to fill out a form from a CTA and subscribe. After leaving the website and returning a few days later, the same CTA pops up prompting you to subscribe to the blog. It feels like déjà vu, right? Well, with dynamic content, this may no longer be an issue.
As a user naturally progresses through their buyer journey, they no longer need to see the same offers or prompts that had previously enticed them. When you make your CTAs dynamic, they naturally adapt based on data collected from a specific user. As an example, an existing subscriber may revisit your website and, instead of another blog subscription CTA popping up, an eBook or white paper download offer may appear instead.
To further personalize the dynamic content experience, the downloadable content piece may even be related to a blog the user recently spent time reading. If your digital marketing company is writing content for local SEO, you can also to cater this content directly to those in your digital marketing company's region. Based on a user’s location, you can have a pop-up CTA to link them to a blog post—as an example, local SEO content may look like, “How to start a digital marketing agency in New Jersey" or "growing a small marketing business in New Jersey."
Customized content is a vital component that potential customers look for when choosing to make a final purchase. According to Capital Counselor, 61% of people have claimed that customized content made them more likely to purchase from a company1.
Turn existing content into Dynamic content for existing customers
In addition to your CTAs, dynamic content is also beneficial for your webpages themselves. For example, your marketing company may have several areas of focus—such as social media, event marketing, or branding. For your existing leads and customers, dynamic content can be used to personalize the types of content they will see most often across your website.
It’s common for B2C websites—like Amazon—to use dynamic content to display the most relevant products to a user, based on their browsing or previous purchases. This same concept—while not entirely the same—can also work for B2B websites as well. Imagine a stylish banner above your website’s main blog that has a rotation of different featured posts that correlate with a user’s previous content engagement. A user that consistently reads content related to branding, for example, would see a few “featured” posts about branding along the top of the screen—encouraging them to check out more of your blog!
Another benefit to a dynamic approach is bypassing unnecessary form gating for existing customers. It can be frustrating to have customers in your CRM fill out their personal information multiple times. This is most relevant when sending out mass emails to your CRM list with a downloadable content offer. Since you already have their contact information—and you’re using this content piece for nurture purposes—you don’t need to have this content gated for them. If you personalize certain pages for existing customers, you can either remove forms for them entirely, or, to collect only certain information, reduce the amount of form fields they must fill out.
Dynamic content brings personalization into your marketing strategy to ensure users are seeing the most relevant content and continuing down the customer lifecycle. Likewise, it also allows you to personalize nurture content for your existing customers. For more strategies and suggestions for your company’s content, check out thinkdm2’s blog. Thinkdm2 is a New Jersey digital marketing and branding agency; our specialty lies in the technology, professional services, and SaaS industries.
1 Edgson, Jessica. "25 Insightful Branding Statistics to Help Your Business Flourish." Capital Counselor. Posted April 30, 2020. Retrieved June 15, 2020 from https://capitalcounselor.com/branding-statistics/