Bring Pages Back From the Dead with Dynamic Content!
Once upon a time your content was fresh and it converted. The information was downloaded and referenced regularly, a truly valuable marketing asset. And then time passed. The information became less current, less relevant, and less valuable. The conversions dwindled and this once valuable marketing asset slowly died.
But old content can be revived and brought to life again. Dust the cobwebs off your old marketing assets and prepare to say, ‘It’s Alive!’ once more with the help of dynamic content.
Bring Back the Dead
As we know, the goal of all content is to attract prospects to your website and its (hopefully) attractively laid-out pages, with verbiage often concluding with a strong call-to-action or exuding language that leads prospects to more detailed content. Over time, while the pages may still be attracting visitors with your Search Engine Optimized (SEO) content, the conversation encouraged by the call-to-action slowly dies out. But it is possible to bring back dead pages with dynamic content.
With targeted dynamic content in blog posts, for example, revitalize the call-to-action conversion rate by adding more contextualized or relevant messaging. Every time someone lands on a page that doesn’t match their expectations they bounce away. Effectively this kills their interest in a website. Use dynamic content to match the search context and fulfill user expectation. Or use dynamic content parameters to offer a more compelling call-to-action. These are just a few examples marketers can use to inject more life back into the conversion rate.
Eeeeeek! Call-To-Actions Won’t Be Ignored!
For many marketers, the performance of a successful piece of content depends largely on the introductory call-to-action. The conversion rate of that simple link, button or image formidably impacts the value of that resource for both sales and marketing teams. Do you think that’s kind of scary? So much time, effort, research and resources are injected into good content. But all of this is easily forgotten if nobody views the material or provides follow-up information during the ‘discovery experience’…so, yes, it is kind of frightening.
Are You Scared Yet? Nah!
All too often, content writers/creators and demand generation marketers can underestimate or overlook the importance of a powerful CTA, causing them to wonder why content isn’t reaching performance expectations. There are tactics and approaches to language to intrigue your audience and increase conversion rates at the same time.
- Challenge – Offering prospects an enthralling Call-to-Action that presents a learning opportunity or challenge is a formidable method in affecting click rates. Creating interactive (and active) content yields strong results. Ideally, these CTAs lead to a dynamic piece of content that offering user participation.
- Reward – Similar to proposing challenges to an audience, offering a reward can prove to be equally effective. Creating strong content is about delivering value (blog post, eBook, white paper etc.), but more than ever users are looking for more relevant results from their content experiences. When offering rewards, use dynamic content to customize the offer to the user.
- Standing Out – All Call-to-Actions should stand out. Be compelling like the house creepily decorated for Halloween. By adding a dash of flavor to more generic Call-to-Action buttons and links, you instill more attention. That moment of attention is vital in our easily-distracted world.
At the end of the day, Dynamic Content is a small but vital tool to demonstrate value to your audience. Prospects want relevant content that speaks to their interests while providing guidance and information. Marketers want an active and interested user base they can engage with and qualify for their sales departments. Combine dynamic content with compelling Call-to-Actions and see your marketing content assets come back to life.
That’s not too spooky and we didn’t have to survive a zombie apocalypse to get there!
