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10 Easy Ways to Incorporate Dynamic Content into Your Marketing

June 27,2014 |BY: Kristin Jones

Incorporate Dynamic Content Into Your Marketing - JONES

Technology is constantly working to put things in front of us that we want and like to consume. Netflix makes movie recommendations, Spotify helps us find new music, Amazon knows our next great read even before we do. We've grown so accustomed to everything being tailored to our interests that mass-produced marketing is more noticeable and less palatable than ever. Case in point:

The other day I received an email from Pinterest that suggested I view some pin boards that were not the slightest bit relevant to me. (Sidenote, I really enjoy Pinterest and this rarely happens.) As I read the email I literally said (to Pinterest) "You don't even know me at all." That's right, I just blurted it out loud. In the moments that followed I realized two things:

  1. Social media has taken on such an immense role in my life that I converse directly with social media platforms. (I'm pretty sure I'm not alone in this.)

  1. I've reached a point where I am actually offended by inapplicable messaging. Offended! This is significant because, generally, I'm not at all easily offended.




The second realization is also notable because, if I can be insulted by an irrelevant email, there's no hope for brands that rely on canned messaging and generic content. Nope. If you are not sending segmented emails and featuring adaptive content on your website you are toast. So, with that said, here are 10 simple ways you can use dynamic content (i.e. content that adapts to users based on their profile or past behavior) in marketing.

  1. Personalize a web visitor's experience with greetings that use the lead's name. For example, 'Welcome back Kristin.'

  2. Show your blog readers recommendations for additional posts or resources they might like based on their past content consumption.

  3. Adapt the calls to action and offers your web visitors see to their lifecycle stage by showing them either early, middle or late stage offers that matches their level of buyer readiness.

  4. Use dynamic forms for gated content so visitors don't have to fill out the same form multiple times.

  5. Set rules that ungate content for paying customers so they can bypass some of your lead generation forms altogether.

  6. Create web pages to populate with different images based on a lead's industry. For example, show medical images to one visitor and technology images to another. 

  7. Use dynamic text to feature different product benefits for different personas. For example, an executive and a junior level employee should be shown different text about the benefits of using your product. 

  8. Watch for leads that are consuming late stage content (demos, buyer guides, pricing sheets, etc.) and use their behavior to qualify the lead for the sales team.

  9. Provide customers with insider tips and product usage tips related to their specific product or service level they purchased.

  10.  Use geographical lead data to promote events to individuals that live or work in a certain area.

Using dynamic content on your website and in emails is smart because it gives your audience a better experience and it boosts your conversion rates. Remember, your audience expects personalization, so don't let them down.

Want to learn how you can incorporate dynamic content into your marketing program? Contact us for a free consultation.

Topics: Inbound Marketing, Content

dynamic content in marketing

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