Updated: Jan 31
As you begin prepping for your content in 2020, you’ll want to make sure that you can get the most out of it. The simplest and most powerful way is to make sure that you’re utilizing dynamic content.
So What is Dynamic Content and Why Should We Use It?
Whether you’re aware of it or not, you’re already familiar with dynamic content. Whenever you consume media, you’ve left traces of date, you’re preferences, and how you’ve interacted with it and the app or the site adjust itself to your taste. For example, if you log onto Youtube and you’ve searched for a cooking recipe, then you’ll notice that your feed will now be promoting a lot more cooking channels. Dynamic content is essentially any online content that changes based on how you interact with it to give you a more personalized experience. This personalization is an attempt to make you more apt to engage with the promoted content. Content in 2020 is only going to adapt further towards personalization and dynamic behavior.
How Do We Use Dynamic Content?
As stated above, the ultimate goal for you to use dynamic content is for you to provide your audience with relevant content that they will engage. This will allow you to provide your audience with a better experience which will allow you to build rapport and eventually a following. Here are some steps you can take to make sure your content in 2020 is delivering the best results.
Utilize Dynamic Content to Build Brand Awareness
Dynamic content can greatly improve your key performance indicators (KPI’s) during your initial contact with your potential audience. By utilizing dynamic content you can see the results in your CTR whether it’s through an email campaign, display, or social media ads. Here are some examples of how to use dynamic content with:
Google Ads allows managers the ability to generate dynamic titles based off of your audiences searches. This will help your audience find the most appropriate content that they are searching for, regardless of their exact search query. Remember, even with dynamic titles, the landing page should still reflect the promoted title.
When formulating your email campaign you want to make sure to use a personalized template that will take into account any trackable data, ranging from habits, demographics, and preferences. If you’re offering a service, your email campaign can even target a user based on which stage of the marketing conversion funnel they are in.
You’re email’s CTA can be tailored to address an abandoned shopping cart, renewing a subscription, or emphasis the final push to complete a transaction. It can even be as simple as recommending additional reading from an article.
While this doesn’t just lend itself only to display ads but can also include text ads as well, dynamic content can make sure your ads are getting their bang for the buck.
Much like dynamic titles, dynamic display ads can be generated to adapt to users search parameters. These ads can be used remarketing campaigns to help solidify a conversion with a user that had previously shown interest in your content.
If you’ve ever shown interest by searching for an item and then noticed an ad of the item following you around online, this is dynamic content in action. Content in 2020 is only going to see further use of this, as brand repetition is necessary to build awareness.
Using Dynamic Content to Convert
Now that you’ve used dynamic content to get your audience onto your site, it’s time to use dynamic content to give them an experience that makes them want to stay there.
Dynamic content in terms of navigation is simply allowing the user to make a search query of your site to find what they want. This allows online shops and blogs the ability to minimize the bounce rate of their site as visitors hunt around for what they are looking.
By using a recommendation engine you can showcase either new products or articles that your visitor may be interested in, and when you do it dynamically, you can provide a better experience when using your site. Netflix does a fantastic job or showing you movies or tv shows that have similar content. If you’ve ever searched for a film that they don’t currently have in their library, they have a dozen similar movies that can take its place.
Chatbots and Forms
If you use Facebook and have ever tried to message a retailer or service, you’ve probably encountered a chatbot along the way. When you’ve chatted with a bot or filled out a form, you’ve probably given more data than you were expecting. By simply engaging with a bot or a form, you’ve shown the content creator that you have a desire to want to know more, making you a stronger candidate for conversion. When you engage with forms and bots, the interaction will have used cookies that are saved in the browser. An easy example of this use of dynamic content that you can see is when a form is auto-filled, which makes it easier for you to move along the marketing funnel.
This way if you end up not completing a transaction the first time, it allows you to skip the completed steps (giving you less time to reconsider and leave again).
Content in 2020 will only become more dynamic as creators continue to try and provide a more personalized experience.