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Your ultimate guide to creating dynamic content (part two)


Did you know that between 70 to 90% of the buyers journey is completed prior to engaging with you and during that journey a consumer will engage with over 11 pieces of content prior to making a purchase. Knowing what types of dynamic content to include in your overall marketing strategy and keeping it related to your buyer persona is key to its success.

So why are infographics so important to the effectiveness of your website?

When searching the web your customers are generally looking for either information or entertainment – in a way, an infographic can do both by displaying factual content and statistics in an interesting, visual manner. Latest stats on trends in internet traffic show a 12% increase in traffic growth to websites where infographics are used so it makes sense to include them in your website content.

In today’s digitally driven, ever changing world people are searching for infographics like crazy - an 800% increase in searches on Google in just the last two years according to a recent study. Infographics are especially useful for data comparison and demonstrating how a product or service works so they are best suited to middle of the funnel targeting with your lead nurturing campaign.

So where do you start?

Firstly you should define your marketing strategy and choose a specific need from your target audience that you would like to address. It needs to fit into your content calendar so that it forms part of your overall marketing strategy. Infographics must look professional so unless you are experienced in graphics and design software that’s needed to create these you’ll need to call in a professional.

Make sure your infographic relates directly to your buyer persona to assist them through their buyers journey. This form of dynamic content is easy to re-purpose onto social media channels, telling your story without all the wording that’s usually associated with it.

Did you know that between 70 to 90% of the buyers journey is completed prior to engaging with you and during that journey a consumer will engage with over 11 pieces of content prior to making a purchase (according to Forrester Research) This is where relevant, original and dynamic content comes in.


E-books are great tools of information that your customers love to download in their quest for gathering data around a specific pain point they have. 90% of the success of any e-book is in the headline – get it right and get them hooked.

Your e-book should educate your prospect to assist them through their buying journey. Look at what questions you have been asked by your current customers to get ideas as to what information they are searching for. It can be in the form of a guide offering tips and advice around a certain topic or the common mistakes to be avoided. Re-purpose content from blog posts and other marketing content you have created to help  create your dynamic e-book.

You need to create a 3D ‘book’ image on your website or landing page for the Call To Action button – you can use free online software for this like After downloading your e-book your prospect can be nurtured with other forms of dynamic content to lead them down the sales and marketing funnel. The main goal is to make your e-book so enticing and relevant that your customer would be willing to pay for it – but instead of paying you, ask for some basic information like name and email in return for a download of your content.

So, finally to Landing Pages – what are they, why are they so important and how do they differ from a normal page on your website? Great questions – glad you asked.

Landing pages are pieces of dynamic content designed for action – to  engage your buyer and give them an offer they would normally be willing to pay for (but of course you are giving it to them for free). These pages can be set-up for specific campaigns, offers or for each product or service that you offer. The idea is that when they reach this page they are there for a reason, a purpose – so you don’t want to confuse them with any other information or offer. A landing page is goal specific.

There is a proven formula for creating effective landing pages so follow the guidelines and even use templates, like those available on automated marketing platforms like Hubspot and Marketo to give you the best results.

Make sure that you have a CTA (Call To Action) on your landing page and make it stand out in a contrasting colour or dynamic graphic. Use headers and sub headers – not too much content as it’s action you want from these pages. Keep it simple in design and include video and bullet points – and don’t forget a ‘thank you’ page that’s triggered once they have downloaded your e-book or offer, you can even add an extra offer there too! Don’t forget to create trust with your target market for your product or service by including a testimonial on your landing page.

Topics: Digital, Marketing, Strategy