How To Deliver Dynamic Content To Visitors And Give Them Exactly What They Want

Dynamic content is genuinely ‘dynamic’ in nature. Interpret it as some digital or online content that is sacredly based on the data, preferences, and user behaviour. The content changes and adapts over time, whether in the form of text, audio, or video. 

This dynamic characteristic of content is conditional on what a user searches for on the web. This blog will explore what dynamic content is all about and why your marketing campaigns need to breathe their essence. 

Let’s get into the reality of dynamic content and your business’s success. 

What is Dynamic Content? 

Think about this – what does it take to create a better shopping experience? A simple answer to the question is to put forth more relevant offers, recommendations, and interactive content on your website or other platforms. In layman’s language, it is something related to positioning the right message at the right place and at the right time. The content can also be portrayed as altering ways to reach and engage with the audience within the digital marketing world. So, the next time you search for buying a smartphone and you see recommendations on your YouTube account, try not to get surprised, as it’s all because of ‘dynamic content’ that aligns your preferences and searches. 

Alignment of prefered Content is also known as ‘dynamically generated recommendations’. They are based on your historical behaviour and preferences on Google-owned websites, applications, and YouTube.  The ultimate goal of such content is to engage the audience or your potential buyers. In this instance, the company’s primary aim is to provide you with video content options that you’ll engage with and make a purchase decision for. Now, can you agree with why marketers need to undertake the exploration of dynamic content?

Most brands and businesses aim to focus on customer-centric marketing because it’s propositioned to delight each stage of the buyer’s journey. Let’s look at some reasons why dynamic content is the way to business growth. 

• Attracts more visitors
  Visitors tend to return to your website or page that offers products, blogs, videos, educational information, or other helpful content to them. Make your visitors come back to you by posting content regularly.
• Enhances your Search Engine Optimization
  Good SEO is tightly tied to the utilization of keywords. Search engines are well aware of the websites that have actual dynamic content. Sites reported with consistent content posting can see differences in their search engine ranks.
• Robust marketing insights
  When combined with the powers of analytical tools, dynamic content will quickly help you figure out what the customers are looking for and what’s trending.
• Generates revenues for you
  The ultimate goal of employing dynamic content is to bring more revenue, increase website visitors, and convert visitors to buyers, thus helping you sell your products and services.

Types Of Dynamic Content At The Buyer’s Journey Stages

Marketers can use the dynamic content at each buyer’s journey stage, right from awareness to customer acquisition. The stages can be divided into three levels: outreach and promotion, user engagement, and conversions. 

Let’s understand the application of dynamic content in detail. 

Using Dynamic Content at Outreach and Promo Stage 

• No matter what your niche or industry is, one of the keys to success is determining marketing strategies that help you create awareness and generate leads using outreach activities. Two commonly used awareness creation and outreach marketing methods are using email campaigns for better CTR and applying display search,  social ads, and programmatic ad tech for more ROI. 
• Dynamic content works as a catalyst. Let’s learn how!

Email

Personalize your email campaigns to generate dynamically relevant information for your readers. Consider doing that to the email template for users based on the preference data, demographics, and other stages of the buyer’s journey. These aspects can be put into best practice to create dynamic content for email:

• Greeting users using their names to address them. 
• Keep the event invites according to the reader’s timezone for ease of registration (if any). 
• Add supplementary data to your email’s body which includes the dynamics of the user’s activities, preferences, and so on. 
• CTAs that request actions such as renewing the account, completing a purchase, looking out for the latest product launches, and more. 

Text and Display Ads

• When running a paid campaign, you can also take advantage of dynamic content in display or text ads. Dynamic content can help you optimize some of the aspects, such as your Google Adword. Your text ads for the landing pages are better effective when they partially or entirely match the users’ search queries. 
• Also, the dynamic display ads for your remarketing campaigns can be made strategically based on the interests and preferences of your users. 

Dynamic content for user engagement on-site 

• Once successfully navigate your audience or potential buyers through the awareness/ outreach phase to land on your website, it is time to provide them with relevant content. This step is one of the essentials to bring your leads or customers one step closer to converting. Some of the sections where you can use dynamic content include: 

Website search 

• The dynamic content space in a site search is intended to improve the navigation on your site. This tool is usually used by eCommerce sites and publications where the users can search for information pages, related products, and services. 
• Here is an example of a dynamic content site search on Amazon.

Source: Amazon

Recommendations

• If you are a B2B or B2C company that believes in consistently generating the content, you can take advantage of a good recommendation engine. Using this product or content recommendations, you’ll be able to suggest relevant and valuable articles, products, and/or feature information based on the buyer’s persona. 

Pop-ups

• On-page pop-ups are timeless tools to increase conversions. These pop-ups can be either page-specific or user-specific. As long as they are strategically made to deliver relevant content to the buyer’s journey, you can see the true magic of dynamic content. 

Source: ConvertFlow

Dynamic content​​​​​ for conversion 

• So far, we’ve explored how dynamic content can be used to reach your audience and bring them successfully to your website, and it is time to use content to convert them into paying customers finally. Some common ways through which you can grab the opportunity are: 

Display Banners

• Display banners can be used anywhere from your website to emails as well as other specific positions, such as 

In-web pages: It is advantageous when you place the banner at the right place on the website to complement dynamically generated content.

Source: Amazon.com

Newsletters and emails: The display banners used in the newsletters and emails need to be dynamic since they’re backed with email database classification and buyer statistics.

Source: Monica McMahon

In-app banners:in-app banners can be used to show dynamic content to logged-in users, offering them greater personalization based on the user’s details and history.

Chat-bots

• Signup forms or chatbots are the last pieces of lead conversion. If the user has intentionally clicked through a bunch of things or has started interacting with the chatbot, it indicates that they might purchase or take action. The primary goal here is to leverage dynamic content and quickly take the user to CTA.
• Below is an example of a successful application of dynamic content in the form of a chatbot. Here, if you haven’t already signed up, it is more likely that they’ll ask for the entire data and then en route you down the subscription or download funnel.

Source: VirtualSpirits

Dynamic Content Best Practices

Creating your own content is surely daunting as it takes up a lot of time and effort. However, it is one of the best investments you can make. Consider practising these to amplify your dynamic content reach and results.

Try to understand your buyers first

It is pointless to make content without analyzing your audience or customer base. Take your time to figure out how to interact with your site’s visitors and use the data to craft excellent content that’ll in the term benefit you and your users.

Monitor your content using the data

Get answers to questions like – are people sharing the content? Are the users interacting with your content and clicking through the pages? Use the collected data to make adjustments to your dynamic content to further gain conversions.

Always consider enhancing the mobile user’s experience

Enhancing the experience of mobile users is critical. At times your content will be displayed perfectly without doing the extra editing to your CMS. While it is recommended to cross-check your touchpoints, clickable links, call-to-action buttons and images before making it live.

Personlaize your content

The whole purpose of dynamic content is to make the entire online shopping experience a lot more personal. Consider working through these four stages of a buyer’s lifecycle to get more conversions and sales. These are: 

• Attract
• Engage
• Convert
• Delight

Simply put, the relevance of content is what makes the website experiences the best for website visitors and buyers.

Final Thoughts

Dynamic content is such an important part or rather the tool that most of the sites use these days. Using it yourself means you’re not only putting in efforts to urge buyers to revisit your website but offer them a truly personalized shopping experience. Although it takes time to strategically develop proper dynamic content, it is still worthwhile since the output would be – increased sales and conversion rates.

The next step after deciding that dynamic content can really benefit you, you need to select a partner who can make it happen. At Syndell, we’ve always worked with an approach to make the impossible happen. If you too want to know how simply contact us!