To create dynamic content experiences that scale, start with a content strategy, then use formats that adapt to each visitor, from carousels to interactive storylines. Invest in tools that personalize content automatically, automate the repetitive work, and repurpose what you already have so a small team can keep up.
Dynamic content changes based on who is viewing it, such as product recommendations based on browsing history. The sections below explain how it works and how to build it without a big budget.
What is dynamic content, and why should you care?
If you’re like most people, the word “dynamic” probably doesn’t bring much to mind. You might think of it as something constantly changing or in flux, and while that’s not wrong, it doesn’t capture the power of dynamic content. So, what is dynamic content, and why should you care?
In a nutshell, dynamic content can be customized to meet the needs of a specific audience. This might mean changing the copy, images, or even the layout of a piece based on who is viewing it. And yes, this does require a bit more work upfront. But the payoff is huge: tailoring your content to fit your audience makes you much more likely to engage them and get them to take action.
So, if you’re looking for a way to improve your content strategy, start thinking about how dynamic content can create a truly personalized experience for your audience. Trust us; they’ll thank you for it.
For example, suppose you’ve ever visited a website and seen a pop-up that congratulates you on your recent purchase or recommends other products you might like based on your previous browsing history. In that case, that’s dynamic content in action. Dynamic content can improve the user experience by delivering relevant, personalized information in real-time. It can also increase conversion rates by showing visitors content most likely to appeal to them. In short, dynamic content can potentially deliver significant benefits for users and businesses. So, if you’re not already using it, now is the time to explore the possibilities.
Create a content strategy
Dynamic content experiences come in all shapes and sizes. From simple carousels to complex, interactive storylines, a dynamic content experience suits every need. And with the proliferation of smart devices, dynamic content experiences are only getting more sophisticated. Here are just a few of the many types of dynamic content experiences that are out there:
1. Simple carousels
These are great for engagingly displaying a small amount of content. They’re easy to set up and don’t require much maintenance.
2. Complex carousels
These are similar to simple carousels but offer more customization options and can be more complex to set up.
3. Interactive storylines
These are perfect for brands that want to tell a story in a truly engaging way. Through interactive elements, users can control the flow of the story, making for a truly unique experience.
4. Augmented reality experiences
These are growing in popularity as they offer a completely immersive experience that utilizes the latest technology.
5. Virtual reality experiences
Like augmented reality experiences, virtual reality experiences offer an immersive experience that transports users to another world.
Invest in the right tools
The right tools make dynamic content possible for a small team. Dynamic content experiences are becoming the norm, and those who don’t have the right tools will quickly fall behind. Fortunately, a variety of great options are available so you can find the perfect fit for your needs. But with so many choices, it can be challenging to know where to start.
Here are a few things to keep in mind as you shop for dynamic content tools:
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Ease of use: Look for a tool that is easy to use and navigate. The last thing you want is to waste time figuring out how to use it.
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Variety of features: Choose a tool that offers a variety of features. This will allow you to create dynamic content experiences that are truly unique.
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Customer support: Make sure you choose a tool with excellent customer support. This way, if you run into any problems, you can get help quickly. By keeping these things in mind, you can be sure to find the right dynamic content tool for your needs.
Automate where possible
One of the best ways to save time is to automate where possible. This helps most with dynamic content experiences. By automating certain processes, you can free up your team to focus on more important tasks. In addition, automating dynamic content experiences can help to improve the overall customer experience.
By streamlining the process and making it more efficient, you can provide your customers with a faster and easier-to-use experience. In the end, automating dynamic content experiences is a win-win for both you and your customers.
Repurpose your content
Repurposing makes dynamic content affordable. By repurposing your content, you can ensure that your audience has a dynamic and engaging experience with your brand. Here are just a few ways to repurpose your content:
Use old blog posts as the basis for new social media content. By breathing new life into old blog posts, you can give your followers something new to engage with.
– Create an ebook or whitepaper from a series of blog posts. If you have a series of blog posts covering a topic in depth, consider turning them into an ebook or whitepaper. This is a great way to provide value to your readers and turn them into leads.
– Repurpose video content for other platforms. If you have videos on YouTube or Vimeo, consider embedding them on your website or blog. You can also create GIFs from your videos to share on social media.
– Develop an infographic from data-heavy blog posts. If you have blog posts heavy on data, consider developing an infographic. This is a great way to make complex information more accessible and easily understood.
By thinking creatively about how you can repurpose your content, you can ensure that your audience always has something new and interesting to engage with.
Start With One Personalized Page
Start with one page that gets steady traffic, such as your homepage or a top blog post, and personalize one element for different visitors, like the call to action or the recommended content. Measure the change in engagement and conversions, then extend what works to other pages. Our guide to B2B content marketing covers the content side in more depth.