Word of the Week: Dynamic Content
Content marketing in today’s environment is all about being relevant. Marketing the right materials to the right prospects helps tailor the experience and move prospects through the buying cycle in a timely fashion by reducing the amount of time they spend looking for content that is specific to their needs. Using a marketing automation tool, like Pardot, provides the ability to customize what pieces of content are offered to an identified visitor based on the traits they possess. For example, if a prospect comes to your website and sees an offering for a basic whitepaper on your homepage about your solutions that is gated behind a form, they may fill out that form to download it. On the form, it is likely that the prospect would enter a piece of specific information. If they fill out that their specialty is ‘physician practice’, the next time they come to the homepage that same area that displayed the basic whitepaper will be displaying a data sheet specific to physician practices because you have identified that is their specialty. Utilizing this feature across the website, landing pages and emails helps to ensure you’re getting relevant and useful content to the right prospects.