“Personalization” and “dynamic content” are two big phrases we keep hearing from marketing teams. As a marketer, I’ve been guilty of using these terms interchangeably or incorrectly depending on who my target audience is at any given time. These words, however, are more than just chatter; they’re necessary cornerstones for improving engagement and executing effective marketing initiatives.

I know exactly what each of these terms means and how they can help marketers design more targeted campaigns. I’d like to describe each phrase and explain how to utilize each label in the context of marketing automation.


To be clear, this is the final outcome. Marketers are looking for tailored user experiences based on previous involvement and contact preferences.

Dynamic content:

Dynamic content is a feature that aids in the execution of personalization strategies. It’s not the only one, but it’s certainly one of the most thrilling and powerful (and, dare I say, entertaining) features available. Marketers can use dynamic content to apply rules or instructions to the material so that it adjusts automatically for each engagement.

Personalization is a practice:

Any digital marketer’s vocabulary should include both personalization and dynamic content. Personalization requires dynamic content, and personalization requires personalization to create 1-to-1 customer experiences, which are now demanded of every brand that aspires to be a leader in their market. 

Personalizing your website and messages demonstrates that you are paying attention. Both parties engage and contribute input, much as they do in regular talks, and both sides expect an appropriate answer. That is how a genuine relationship seems.

Make it a mission to avoid sending a single broad message to your whole audience every time you send an email. It’s not about the amount of your database that you’re good at. Instead, start by figuring out what information you have on your contacts and then mapping out the most relevant material you can send them based on that information.

Remember that whenever you interact with your audience, you are collecting data. Even if a customer does not open an email, you still have information about them and can make judgments based on it. This lack of interaction or contact is a data point. 

Your customer’s passiveness is saying “No thanks!” to you. Keep engagement fields in your database so you can check if someone was active in the last 30 days or if they didn’t open an email. And if you have a lapsed/unengaged audience, try a different strategy with them because clearly what you’ve been doing isn’t working.

The following technologies are used to make dynamic web pages:

  • A Marketing Database That Is Centralized

Your dynamic content’s brain is your marketing database. It keeps track of your contacts’ downloads and interactions with your website.

  • A Content Creator That Thinks

A smart content generator will show or hide material (blocks of images or text) based on criteria you establish, using data from the database.

  • Web Pages That Can Be Modified

A dynamic site must be easily modifiable and often under the direction of marketing, rather than being managed by another department like as IT.

  • An Email System That Is Integrated

To add smart content to your emails, you’ll need an email system that’s connected to your contact database.

The viewer is enthralled by dynamic content, but both can deliver compelling content to the reader if managed with the correct software.

Content Marketing Strategies That Work:

Now that you understand what smart content is and how it works, you should use it on a regular basis.

Just joking. 

The bottom line with smart content is to make sure you’re using it with purpose and intention. Your prospects and consumers should have a better experience thanks to smart content.

It’s a good idea to start with the question of how smart content can improve potential customers’ experience on your site or in your emails when incorporating it into your marketing strategy. If you’re having difficulties imagining how to incorporate smart content into your marketing, here are a few areas to start.

Conversions that occur more than once should be eliminated:

If a website visitor has already downloaded or purchased a specific lead-generating offer, you may use smart rules to hide that offer from their view. The end result is twofold: you’ll produce a website or shopping experience that never gets old for your clients, and you’ll have an opportunity to reveal new offers and products to enhance reconversions as a marketer.

Look for the possibility to add smart rules to your CMS software if you want to use them. Alternatively, you can incorporate it into your website’s code. This page explains how to include a transaction ID in your dynamic page to prevent repeat conversions.

Stages of the Lifecycle to Lead:

The lifecycle stage of a lead refers to where the visitor is in the decision-making process. 

Is this the first time they’ve come? 

Are they prepared to make a purchase? 

Are they still weighing their options?

Using what you know about a lead’s level of experience might help you avoid overselling to someone who is just starting their research or missing out on an opportunity to sell to a buyer who is ready to make a purchase.

Is there a cure-all? 

Content that corresponds to the stages of a prospective customer’s purchase cycle. In a lead nurturing campaign, this is often accomplished by a series of increasingly changing emails.

Assist loyal customers in avoiding unnecessary steps:

To get leads, many B2B organizations offer content behind a form. While this is a great approach to get to know new leads, it might be inconvenient for consumers who are interested in the material but have already completed your forms.

Instead of asking a customer to fill out another form, dynamic content recognises them as a customer and prompts them to take action. This CTA either hides the form fields or allows customers to skip straight to the download form.


Smart content takes advantage of the valuable information offered by your visitors, leads, and customers, such as their interests, preferences, and previous behavior. Want to do it ASAP? Contact us! We, Aiozium, make sure you put that knowledge to good use by providing customized content to your potential customers.