FAQ Friday: Dynamically Generated Content


If you’ve heard it once, you’ve heard it a million times. Marketers must think in terms of personalization. Creating the most beneficial customized user experience throughout the entirety of the buyer's journey is imperative to the success of any marketing efforts. That has always been the case.

The rapidly changing aspects of marketing innovation are currently circling around customization in the form of dynamically generated website content. This is content that is so juicy, your prospects, leads, and customers can't tune it out. We are talking about content that speaks directly to your visitors in a manner that taps into their curiosity about your innovative products and services.

What is dynamic content?
Dynamic content is a means of website development that organizes your site content based on each user's previous interactions and other forms of data collection. This means different visitors will have different site experiences.

What is smart content?
Smart content is another way to describe dynamic content.

What is the purpose of smart content?
Smart content is a way for marketers to reciprocate engagement in the most customized and personalized form of marketing. By creating content and site components that will change based on visitor interactions and engagement on your site, you are able to adapt your messaging to fit their exact needs. This allows you to provide a better overall user experience tailored to your users’ specific wants or needs.

How does dynamic content work?
Dynamic content is fueled by the need for brands to provide the most applicable personalized user experience to help extend customer lifetime value, boost community engagement, and build a brand on principles of guidance and support.

How do you implement smart content on your website?
Because your entire website is most likely not going to be completely dynamic, modules are used to display smart content. These modules must be programmed and loaded with the content options. Many developers use platforms such as HubSpot to assist in the distribution and development of dynamically generated website content. Modules can be easily added to emails and other digitally developed content.

What is content mapping?
Content mapping is arguably the most important step to prepare for website development. It is the process by which a website is organized and understood prior to entering the development process. During the web site mapping—content strategy, search engine optimization, and dynamic content are all taken into account and planned for in a manner that displays all necessary details in a map-like format.

What is content mapping framework (CMF)?
Content mapping framework is the strategy used to develop the most beneficial content map for both the design and development sides of the website building process. A content map framework is a predetermined process used to establish the needs of the website based on:

  • The targeted buyer persona
  • The stage of the buyer's journey in which the content will be presented
  • The format of the content being presented
  • The topic or theme of the content piece
  • The general message your are trying to convey
  • The outcome you are looking to receive from the dynamic content efforts

Are there services that provide website redesign for smart content in particular?
Yes. If your website is firing on all four cylinders and you simply want to move into dynamic content as a method of customer relationship management, there are services available for just that!

Can I use smart content on my site?
Smart content can be used on any site. However, if you have not updated your site to have a responsive design, that may be the best place to start. With mobile devices taking over the content marketing space, it is important to first fill that need prior to going above and beyond with dynamically generated content.

Smart content can be used by any marketing team, brand, product, or service successfully. Dynamic content is about knowing who your audience is and predicting their needs. This information is derived from data and analytics that your marketing department can easily gather with automation and behavioral analysis. Your challenge is to remain focused on your buyer personas and their customer lifecycle. Learn as much as you can about the users and visitors of your website. Establish a concrete mapping plan, and put your dynamically generated content into motion.

If your question was not answered here today, please don't hesitate to reach out to us for further clarification. And don't forget to follow us on twitter @DirectImages. Remember, developing dynamic content that will resonate with your customers helps align your product or service with their wants and needs.

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Topics: Website Development, Inbound Marketing, Marketing

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