Whenever you start talking about content-based marketing strategies, static content, dynamic content and interactive content always seems to come up. Digital marketing relies on quality content that is personalized and keeps your audience coming back for more. It’s challenging. But understanding the differences between these three types of content, and knowing the pros and cons of using them can help.
Let's take a look at some examples:
Examples: social media profiles (not feeds), eBooks, whitepapers, emails, landing pages, PPC and social media ads, banner ads, one-way webinars.
Static content never changes. Standard HTML pages are static webpages. Once a static resource is uploaded to a web server, it won’t change until you replace it with another static file. The other criterion that defines static content is authorship. If a piece of content is created and promoted by a brand or single author, it has no way to evolve or grow over time through engagement with outsiders.
Static eBooks (like the one pictured above) more closely resemble a traditional book. They’re composed of a series of pages, commonly PDFs, users can scroll or flip through.
Examples: Blogs, RSS feeds, social media feeds, syndicated sites, A/B-tested landing pages and emails, smart website content (post-conversion content personalized for a lead), smart email (post-conversion email personalized for a lead), smart forms (post-conversion, progressive profiling), smart CTAs (post-conversion, lead nurturing offers), native advertising, personalized advertising.
Dynamic content refers to web content that changes based on the behavior, preferences and interests of the user. It provides a better user experience because it adapts to the user based on data. It’s more authentic.
This is an area where you can really have an impact. A recent survey found a disconnect between consumer and marketing perspectives on content in the digital age. The survey found 92 percent of marketers believe most or all of the content they create resonates as authentic with consumers. But on the flip side, only 51 percent of consumers agree.
A dynamic website uses computer languages to assemble web pages “on the fly” whenever they are requested by a user. In the website homepage pictured above, the most recent blog articles are displayed. If a new blog is written, it is automatically featured on the homepage.
Examples: Blog comments, social media sharing and liking buttons, social media follow buttons, social media updates and shares (likes, retweets, comments), customer reviews, online surveys and quizzes, web apps (for example, financial calculators), online games, mobile apps, two-way webinars and courses.
Here’s a great example of how interactive content helped move one of our clients beyond their competition: we developed a content strategy that included persona-specific blog posts,, email campaigns, and an interactive infographic.
There's a lot to think about when you plan your content strategy. Too much of any of these types of content can be a turn-off to visitors or even downright damaging to your brand. Successful companies create an effective mix of static, dynamic and interactive content that helps to find, engage and support both potential buyers and loyal customers. Budget also plays a large role in deciding how and when to roll out updates to your content strategy.
Ideally, you want to evolve your web presence into all of these channels and build teams to support them with great content on a regular basis.
If you’d like to learn more about developing a successful marketing strategy our guide can help. You’ll learn everything from the basics of creating a strategy to the importance of continual optimization.