Importance of Dynamic Content in Your Marketing Efforts

By DANIEL LUISE – June 5, 2018

Content is the backbone of any digital marketing strategy. Between blog posts, videos, webinars, and infographics, content can grab your audience’s attention and keep them interested long enough to convince them to purchase from your brand.

However, simply creating strong content isn’t enough to get you noticed online. If you want to make true connections with your target audience, that content needs to speak directly to the unique individual you’re trying to attract.

Dynamic content, or smart content, makes it easy for you to appeal to the needs, behaviors, and preferences of each member of your target audience. Unfortunately, dynamic content isn’t always a part of a brand’s marketing efforts.

What is Dynamic Content?

Dynamic content, also called smart content or adaptive content, is not actually specific content that you create. Instead, dynamic content refers to various areas of your website, emails, or advertisements that change depending on the individual viewing or receiving your info.

Dynamic content has the ability to change from person to person, based on that individual’s past searching or engaging behaviors, specific contact fields or other benchmarks. By pulling information about the user, dynamic content can then display specific advertisements, posts, or images that fit that individual’s needs or pain points.

How to Use Dynamic Content in Your Marketing Efforts

Dynamic content can appear in your emails, website, landing pages and more. Here are a few ways you can include dynamic content in your existing marketing strategy.

1. Create Personalized Emails

This may be the easiest and most used form of dynamic content. Personalizing emails is a great way to establish stronger connections with your target audience. However, when personalizing your messages, you want to go beyond simply changing the user’s name. You can further customize your email blasts by displaying location-specific content or content related to the individual’s interests.

2. Display Targeted Ads

Online advertisements are more successful when they actually appeal to a user’s needs or problems. If you’re featuring ads on your website, your visitors may become frustrated if those ads do not appeal to them specifically. By adding dynamic content to the ads section of your website, you can feature more appealing promotions that get higher returns.

3. Play to Demographics

If your target audience includes multiple demographics, you can use dynamic content to switch up images, text, and other details to better appeal to your recipients. When your offers and promotions are specific to the individual receiving the message, you’ll be more likely to convert your leads into paying customers.

Dynamic content should help improve your user’s experience, but it can also improve your conversions while helping you establish long-lasting connections with your leads. When you include dynamic content in your marketing efforts, you can reach a wider audience of people while keeping your messages personalized and targeted.

There are many ways you can include dynamic content into your marketing efforts. However, you always want to consider the end user when using automated practices. Get to know your target audience, understand what kinds of advertisements and content they’re looking for, then use dynamic content to reach as many ideal customers and clients as you can.

Interested in seeing dynamic content in action or learn how MAX comes into play? Tweet us @MarketWithMAX or Contact Us and we’d gladly answer any questions you may have or demo MAX.


interlinkONE’s Marketing Automation software, MAX, keeps the marketing train moving for you and your organization. Remember drip campaigns? They were tedious and labor intensive. Drip no more. Dive into a user friendly solution that works for associations and businesses of all sizes. MAX is Marketing Automation. Executed.


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