Let's face it, quality content is hard to create and hard to keep fresh. We might all agree that a website or blog fed daily with fresh content will probably capture and keep more loyal fans than a Web presence that never changes. Furthermore, content that engages visitors and creates a dialogue is even more powerful. But there are challenges and tradeoffs between static, dynamic and interactive content. Let's take a look at some examples and list some of their pros and cons.
Examples: website pages, social media profiles (not feeds), eBooks, whitepapers, emails, landing pages, ppc and social media ads, banner ads, videos, one-way webinars.
You might think that videos and webinars or rotating banners would be considered dynamic because they move or change over time, but each of them is really one event that doesn't change, with a beginning, end and a single purpose. The other criteria 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.
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.
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, web apps (for example, financial calculators), online games, mobile apps, hangouts, 2-way webinars and courses.
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.
Photo credit: Kris Krug
With over 30 years of business and marketing experience, John loves to blog about ideas and trends that challenge inbound marketers and sales and marketing executives. John has a unique way of blending truth with sarcasm and passion with wit. Connect with John via Twitter, LinkedIn or Google Plus.