Dynamic content: how it works and why you should invest in this strategy
Posted: Thu Jan 23, 2025 4:41 am
Discover what dynamic content is and how to incorporate it into your marketing strategy
Reading time: 8 minutes
User experience is the foundation of most online activities today, and brands are constantly looking for ways to improve it.
That's why dynamic content is a great option, because it guarantees viber database ersonalized experiences that audiences love.
This type of content, which is receiving a lot of attention in the digital marketing community , is directly linked to the capture of data related to user navigation.
But we're getting ahead of ourselves!
In this post, we will discuss the following topics:
What is dynamic content?
How does dynamic content work?
Dynamic content vs. static content
What are the advantages of dynamic content?
How to create dynamic content?
Conclusion: Dynamic content is more than just an extra feature
What is dynamic content?
Dynamic content is a personalized web experience based on data .
In this way, the content of websites, emails and other pages changes depending on the user's activities.
This format is becoming more common and aims to provide a personalized user experience .
The main proposition behind dynamic content is to provide the ideal environment for people according to their behavior.
Therefore, every time someone visits a website, their activity on that environment is monitored.
Some interactions such as clicks, product page views, likes, shares, and more are possible points to capture data .
The point is that this behavior will indicate a specific preference for certain products and content .
The next time the user visits a dynamic page, the data will completely personalize the environment based on the last interaction.
The user will also receive emails with personalized offers and their name as the recipient.
All of this is possible because dynamic content is a data-driven strategy .
In other words, browsing data will be the basis for the next experience. This way, the content will never be the same again, constantly adapting to be as personalized as possible.
The most common dynamic content on websites
Dynamic content is not a new or rarely seen feature.
The truth is that this type of mechanism is widespread throughout the web.
Many websites already have dynamic content and the idea is to make them more attractive to those who enter them.
E -commerce is a great example of using dynamic content. Have you noticed that many websites completely change every time you visit them?
The changes are designed to give you more appropriate suggestions based on your recent activities.
That's why you start seeing recurring advertising for a product you've recently searched for or viewed in an online store .
Dynamic content is also quite common on YouTube, basing its homepage suggestions based on the last few videos you've watched.
This customization will make the experience more interesting.
The Ultimate Guide to Content Creation for B2B Companies
How does dynamic content work?
Dynamic content uses a database as a source that is maintained by the website.
Information about the behavior of each user who visits and interacts with the pages is recorded there.
From this information base, create changing standards on the website.
For example, suggested products, the person's location, the user's name, and other details are adjusted based on who is viewing the page.
Dynamic content vs. static content
You're probably wondering if all websites that don't change based on previous browsing interactions are static, right?
Yes, that's exactly it.
From historical analysis, we can see that static content is much more common than dynamic content.
The reason for this is mainly the effort involved in each model. Maintaining a website that can adapt its information dynamically is much more difficult.
You must configure the entire HTML structure of the page to change the data every time it is entered.
Naturally, this requires more effort and a dedicated team of experts.
A static content website doesn't need all this extra work. Therefore, there are less costs involved in managing the site.
That's why many companies choose the traditional content model.
The big problem is that, today, user experience is one of the pillars of web content.
Google has been ranking websites that offer a great browsing experience higher. In other words, dynamic content has a better chance of standing out on the Internet.
We cannot fail to consider that dynamic content is also much more interesting for the user.
After all, a personalized experience attracts and generates more repeat visits to a website.
Concerns about data capture
One of the points that deserves attention is data capture.
The responsibility of companies that retain information about users has grown in recent years.
The adoption of dynamic content directly depends on the ability to manage how third-party personal data is used .
There are also concerns about the storage of this information. Any leak could mean legal sanctions for companies.
Therefore, companies that cannot guarantee that they will keep data properly protected cannot offer dynamic content.
Data handling requires complex operations and security , privacy and transparency parameters . Failure to comply with these can cause problems for the company.
When is dynamic or static content the best option?
It is difficult to say which of the two models is more suitable for a company.
Naturally, we tend to think that dynamic content will always be the best option.
However, this may not be a good decision if your company is small and does not have the necessary infrastructure.
Recognizing the complexity of dynamic content is important to avoid mistakes.
That said, personalized content is especially relevant for e-commerce. After all, offers tailored to your customers’ preferences can lead to more engagement and conversions .
Now, if you only have a simple institutional site, dynamic content may not make sense. You could even use it, but for simpler problems, such as personalizing email contacts.
What are the advantages of dynamic content?
Dynamic content has a greater ability to capture the user's attention. That is the main advantage, and many others arise from it.
Below we list the main factors and show how important they are for brands to achieve good results.
More engagement
Engagement is the main objective of brands in their relationship with their customers today.
This can be achieved in many ways, and personalizing the experience is certainly one of them.
A simple question: would you rather enter a website with static and general content or a page that is tailored to the items and products you prefer to view?
Dynamic content presents people with the options that make the most sense for them.
rock content magazine experience and engagement
Personalized experience
A personalized browsing experience is an important ranking factor.
This is why the more qualified the offer is to the user, the more prominence a website acquires on the web.
To further enhance this relationship, a personalized experience is undoubtedly essential. Offering this to the user shows that your brand cares about the qualification of this access.
This makes a big difference in today's times when customers are more demanding.
People who buy from your company don't just want low prices and quality products.
They also expect a positive relationship with your brand . A personalized and dynamic experience certainly contributes to this.
More conversions
Let us consider two situations again.
In the first case, a user visits an e-commerce site that does not have dynamic content. That is, there is no personalization in the product offering.
The same consumer, on another occasion, visits a website with dynamic content. Right on the home page, this person finds suggestions for the products he likes and is looking for.
Analyzing the two scenarios, in which do you think a brand will make the sale?
Naturally, in the second one, where dynamic content is used.
Conversions are linked to the qualification of the user experience.
The expected results happen naturally if this person finds himself in an environment that is fully optimized for these conversions to occur.
lead generation
Shorter shopping day
Conversion is always good, but it can be even better if you can do it in a shorter time.
The faster the shopping journey , the better the results.
From the first contact a consumer has with your company to the moment they purchase, there are many steps.
However, you can reduce this time thanks to dynamic content.
When the content offering is personalized, the user will immediately find what they are interested in.
Many stages of discovery and interaction in the customer journey are bypassed as these consumers quickly close a purchase.
Faster web page loading
Did you know that dynamic content loads faster?
This is possible by completing the information that the database indicates as relevant.
In other words, if you have visited a website before, your preferences will be loaded from that database next time. This makes the process much faster than usual.
And what is the advantage of this?
Simply put, web page loading time is one of the main factors in page ranking.
With Google giving more importance to user experience, loading has become an important requirement.
If the page loads quickly, it means that the website is providing the perfect experience for the consumer.
More time on page
The more time a consumer spends on your page, the better.
After all, if this happens, the chances of engagement, conversions, and even sales increase.
People don't want to waste time on content they're not interested in. A website that isn't dynamic can be rejected within seconds.
These possibilities are increasing mainly because dynamic content is becoming an increasingly common reality.
In addition to engagement and conversion, spending more time on a page also translates into better organic rankings .
One of the factors that Google's algorithm considers when ranking websites is Dwell time , which means the time a user spends on them until returning to the search engine.
If people stay for a long time, these algorithms understand that this environment is attractive.
How to create dynamic content?
Brands can use dynamic content in many different ways. Check out some of the main ones below!
Make personalized offers
That is probably one of the most recurrent and important tips.
By collecting browsing data, it is easy to find out what people are interested in.
From there, you can adjust the experience to deliver personalized offers.
Doing this will result in more conversions and in less time. Therefore, always keep an offer that matches your customers' latest experiences .
Optimize the experience for browsers and devices
Dynamic content must also consider technical issues, such as the user's access point.
One of the most important things is the browser that each person who enters the website uses.
Browser-optimized pages allow for easy, high-quality navigation.
This is also essential for page loading speed and the positioning of all website elements and resources.
In addition to that, devices are also an important point in this matter.
When a user visits content via a mobile device , the layout of the information changes considerably. Adapting to this also makes a big difference.
Use dynamic CTAs
Finally, dynamic CTAs are also relevant.
Every consumer will have different interests, and ideally, the content in question should be tailored to these needs.
Dynamic CTAs generate higher conversion rates.
This is because they address a relevant question directly, directing the user to the correct action.
This may seem like just a detail, but the truth is that it makes a difference.
Reading time: 8 minutes
User experience is the foundation of most online activities today, and brands are constantly looking for ways to improve it.
That's why dynamic content is a great option, because it guarantees viber database ersonalized experiences that audiences love.
This type of content, which is receiving a lot of attention in the digital marketing community , is directly linked to the capture of data related to user navigation.
But we're getting ahead of ourselves!
In this post, we will discuss the following topics:
What is dynamic content?
How does dynamic content work?
Dynamic content vs. static content
What are the advantages of dynamic content?
How to create dynamic content?
Conclusion: Dynamic content is more than just an extra feature
What is dynamic content?
Dynamic content is a personalized web experience based on data .
In this way, the content of websites, emails and other pages changes depending on the user's activities.
This format is becoming more common and aims to provide a personalized user experience .
The main proposition behind dynamic content is to provide the ideal environment for people according to their behavior.
Therefore, every time someone visits a website, their activity on that environment is monitored.
Some interactions such as clicks, product page views, likes, shares, and more are possible points to capture data .
The point is that this behavior will indicate a specific preference for certain products and content .
The next time the user visits a dynamic page, the data will completely personalize the environment based on the last interaction.
The user will also receive emails with personalized offers and their name as the recipient.
All of this is possible because dynamic content is a data-driven strategy .
In other words, browsing data will be the basis for the next experience. This way, the content will never be the same again, constantly adapting to be as personalized as possible.
The most common dynamic content on websites
Dynamic content is not a new or rarely seen feature.
The truth is that this type of mechanism is widespread throughout the web.
Many websites already have dynamic content and the idea is to make them more attractive to those who enter them.
E -commerce is a great example of using dynamic content. Have you noticed that many websites completely change every time you visit them?
The changes are designed to give you more appropriate suggestions based on your recent activities.
That's why you start seeing recurring advertising for a product you've recently searched for or viewed in an online store .
Dynamic content is also quite common on YouTube, basing its homepage suggestions based on the last few videos you've watched.
This customization will make the experience more interesting.
The Ultimate Guide to Content Creation for B2B Companies
How does dynamic content work?
Dynamic content uses a database as a source that is maintained by the website.
Information about the behavior of each user who visits and interacts with the pages is recorded there.
From this information base, create changing standards on the website.
For example, suggested products, the person's location, the user's name, and other details are adjusted based on who is viewing the page.
Dynamic content vs. static content
You're probably wondering if all websites that don't change based on previous browsing interactions are static, right?
Yes, that's exactly it.
From historical analysis, we can see that static content is much more common than dynamic content.
The reason for this is mainly the effort involved in each model. Maintaining a website that can adapt its information dynamically is much more difficult.
You must configure the entire HTML structure of the page to change the data every time it is entered.
Naturally, this requires more effort and a dedicated team of experts.
A static content website doesn't need all this extra work. Therefore, there are less costs involved in managing the site.
That's why many companies choose the traditional content model.
The big problem is that, today, user experience is one of the pillars of web content.
Google has been ranking websites that offer a great browsing experience higher. In other words, dynamic content has a better chance of standing out on the Internet.
We cannot fail to consider that dynamic content is also much more interesting for the user.
After all, a personalized experience attracts and generates more repeat visits to a website.
Concerns about data capture
One of the points that deserves attention is data capture.
The responsibility of companies that retain information about users has grown in recent years.
The adoption of dynamic content directly depends on the ability to manage how third-party personal data is used .
There are also concerns about the storage of this information. Any leak could mean legal sanctions for companies.
Therefore, companies that cannot guarantee that they will keep data properly protected cannot offer dynamic content.
Data handling requires complex operations and security , privacy and transparency parameters . Failure to comply with these can cause problems for the company.
When is dynamic or static content the best option?
It is difficult to say which of the two models is more suitable for a company.
Naturally, we tend to think that dynamic content will always be the best option.
However, this may not be a good decision if your company is small and does not have the necessary infrastructure.
Recognizing the complexity of dynamic content is important to avoid mistakes.
That said, personalized content is especially relevant for e-commerce. After all, offers tailored to your customers’ preferences can lead to more engagement and conversions .
Now, if you only have a simple institutional site, dynamic content may not make sense. You could even use it, but for simpler problems, such as personalizing email contacts.
What are the advantages of dynamic content?
Dynamic content has a greater ability to capture the user's attention. That is the main advantage, and many others arise from it.
Below we list the main factors and show how important they are for brands to achieve good results.
More engagement
Engagement is the main objective of brands in their relationship with their customers today.
This can be achieved in many ways, and personalizing the experience is certainly one of them.
A simple question: would you rather enter a website with static and general content or a page that is tailored to the items and products you prefer to view?
Dynamic content presents people with the options that make the most sense for them.
rock content magazine experience and engagement
Personalized experience
A personalized browsing experience is an important ranking factor.
This is why the more qualified the offer is to the user, the more prominence a website acquires on the web.
To further enhance this relationship, a personalized experience is undoubtedly essential. Offering this to the user shows that your brand cares about the qualification of this access.
This makes a big difference in today's times when customers are more demanding.
People who buy from your company don't just want low prices and quality products.
They also expect a positive relationship with your brand . A personalized and dynamic experience certainly contributes to this.
More conversions
Let us consider two situations again.
In the first case, a user visits an e-commerce site that does not have dynamic content. That is, there is no personalization in the product offering.
The same consumer, on another occasion, visits a website with dynamic content. Right on the home page, this person finds suggestions for the products he likes and is looking for.
Analyzing the two scenarios, in which do you think a brand will make the sale?
Naturally, in the second one, where dynamic content is used.
Conversions are linked to the qualification of the user experience.
The expected results happen naturally if this person finds himself in an environment that is fully optimized for these conversions to occur.
lead generation
Shorter shopping day
Conversion is always good, but it can be even better if you can do it in a shorter time.
The faster the shopping journey , the better the results.
From the first contact a consumer has with your company to the moment they purchase, there are many steps.
However, you can reduce this time thanks to dynamic content.
When the content offering is personalized, the user will immediately find what they are interested in.
Many stages of discovery and interaction in the customer journey are bypassed as these consumers quickly close a purchase.
Faster web page loading
Did you know that dynamic content loads faster?
This is possible by completing the information that the database indicates as relevant.
In other words, if you have visited a website before, your preferences will be loaded from that database next time. This makes the process much faster than usual.
And what is the advantage of this?
Simply put, web page loading time is one of the main factors in page ranking.
With Google giving more importance to user experience, loading has become an important requirement.
If the page loads quickly, it means that the website is providing the perfect experience for the consumer.
More time on page
The more time a consumer spends on your page, the better.
After all, if this happens, the chances of engagement, conversions, and even sales increase.
People don't want to waste time on content they're not interested in. A website that isn't dynamic can be rejected within seconds.
These possibilities are increasing mainly because dynamic content is becoming an increasingly common reality.
In addition to engagement and conversion, spending more time on a page also translates into better organic rankings .
One of the factors that Google's algorithm considers when ranking websites is Dwell time , which means the time a user spends on them until returning to the search engine.
If people stay for a long time, these algorithms understand that this environment is attractive.
How to create dynamic content?
Brands can use dynamic content in many different ways. Check out some of the main ones below!
Make personalized offers
That is probably one of the most recurrent and important tips.
By collecting browsing data, it is easy to find out what people are interested in.
From there, you can adjust the experience to deliver personalized offers.
Doing this will result in more conversions and in less time. Therefore, always keep an offer that matches your customers' latest experiences .
Optimize the experience for browsers and devices
Dynamic content must also consider technical issues, such as the user's access point.
One of the most important things is the browser that each person who enters the website uses.
Browser-optimized pages allow for easy, high-quality navigation.
This is also essential for page loading speed and the positioning of all website elements and resources.
In addition to that, devices are also an important point in this matter.
When a user visits content via a mobile device , the layout of the information changes considerably. Adapting to this also makes a big difference.
Use dynamic CTAs
Finally, dynamic CTAs are also relevant.
Every consumer will have different interests, and ideally, the content in question should be tailored to these needs.
Dynamic CTAs generate higher conversion rates.
This is because they address a relevant question directly, directing the user to the correct action.
This may seem like just a detail, but the truth is that it makes a difference.