If you?re a marketer, chances are you?ve heard of static, dynamic and interactive content. But have you really thought about each type of content, and how it benefits your overall marketing goals? Do you know what kind of content you utilize most, and are you using all three?
A good website that attracts loyal fans will usually have a balance of all three types of content. Take a moment to consider each type of content and how you are currently using each in your marketing strategy. You may find that you need to make a few adjustments to your content marketing strategy to more effectively achieve your targets.
Static content is the most basic of all types of web content. This is the content about your brand that doesn?t change or rarely changes. This is your company?s about us page, social media profiles, emails, landing pages and downloadable content that does not require interaction. Many online ads will also fall into the static content category.
Static content helps establish and identify your brand. You control the content and where it is published. In terms of cost, static content is the cheapest to create, and requires very little maintenance.
Many marketers use static content for lead conversion, and it can be very effective for this purpose. Email marketing messages or landing pages can be used to collect information about your visitors and is a very cost efficient way to gather leads.
The major downside of static content is that it doesn?t change, and repeat visitors will grow bored. Static content is essentially advertising content that promotes your brand, but doesn?t create engagement with your visitors.
Dynamic content is derived from content that changes regularly, such as your company blog, rss feed and social media feeds. Personalized contentalso counts as dynamic content, such as lead nurturing using targeted email messages and content.
Dynamic content helps boost your website?s SEO and encourages sharing on social media. It is also viewed as having a higher value by your audience and usually means higher lead conversion rates.
Brands that utilize dynamic content by regularly updating blogs and nurturing leads experience more repeat visitors and more visitors who sign up for emails or to your rss feed.
Dynamic content takes a lot of time to create, manage and analyze, and this is the only major downside. Dynamic content is a centerpiece of inbound marketing, and is essential for brands wanting to implement a strong content marketing strategy.
Social media has led the way for a third type of content?interactive content. You do not necessarily create interactive content; rather it comes from social media shares, blog comments and online reviews from your customers. This type of content can have a great influence on how others view your brand.
You can use dynamic content to promote positive interactive content by encouraging discussions and social media shares. You can also engage with followers and those who mention your brand on social media, addressing questions and sharing positive comments.
Companies should not ignore what others are saying about them, especially if it?s negative. It should be a priority to monitor social media channels and review sites and to respond productively to both positive and negative comments.
Brands need to utilize all three types of content?static, dynamic and interactive?as part of their content marketing strategy. How you use each type of content will depend on the type of company and your specific needs and goals. Consider how each type of content fits into your marketing strategy and determine if increasing one type of content will help you meet your goals.
You may also want to take a look at your existing content and see if it needs updated. Refreshing static content, modifying copy on a landing page and updating social media profiles can help give your brand