Your content should be as vibrant and unique as the various consumers your brand services each day. While your business' message should remain consistent, the means by which your company communicates with its consumers should differ to meet the tastes of your diverse customer base.
Dynamic content changes regularly, presenting information to an audience over a variety of platforms, including video, text, animation and audio. To ensure your content has the possibility to reach each individual found within your target audience, you need to constantly shift your website to reflect their preferences.
The anatomy of dynamic content
Instead of focusing on static pages and generic copy, dynamic content targets various consumer groups through different media platforms and changing information. This type of content is customized, ensuring people from all backgrounds can connect to a facet found within. Consumers should be driven by a similar purpose, but the avenue by which they're reached changes. This also means the content itself is varied, showing visitors that each time they come back to your site, they're presented with new and intriguing information.
As your interested buyers move down the sales funnel, the content must shift along with the evolving process. This may mean that as consumers move to purchasing pages, they have access to informative animated shorts or more tailored buying suggestions based on interests. Finally, this type of content is multi-faceted, meaning there's a piece for everyone. Consumers can visit your site and find something unique that appeals to their interests.
Dynamic content in action
Wondering how it's done? There are several platforms that lend themselves well to this type of shifting content, including the following four popular places.
- Physical mail: The items you send through the mail can't shift along with your readers, but your business can create unique items to ship based on geographic regions. This ensures your geotargeting efforts are driven by the dynamic copy of sent items.
- Email: Unlike physical mail, email permits your business to regularly reach individual consumer groups at a low cost. These virtual communications can also be sent to highly targeted groups based on purchasing patterns, region or preferences.
- Landing Pages: Since landing pages are meant to be informative, the content should be as specific and up-to-date as possible, meaning it should reflect any inquiries your consumers may have over time.
- Social Media: Your social media sites are constantly changing by nature, but keep them dynamic by posting individualized content on different networks.