An Intro to Dynamic Content Systems
By Jay W Austin
What you currently have is not dynamic.
There’s a very good chance that your marketing, messaging, branding, and content systems are actually the opposite of dynamic.
The opposite of dynamic is static.
And the majority of businesses have static marketing systems, if they have any system at all.
Characteristics of a static system. Any of these sound familiar?
When something is static, it’s fixed in place.
It doesn’t adapt to its surroundings.
It doesn’t take advantage of new opportunities.
It might work for now, but it won’t work for the future.
Finally, something that is static doesn’t start trends, influence an industry, or set a new high standard.
A dynamic system isn’t just the opposite of a static system. It’s more.
When something is dynamic, it is energetic.
It doesn’t just adapt to its surroundings. It adapts and modifies its surroundings.
It doesn’t just take advantage of new opportunities. It takes advantage of new opportunities and does it in real time.
It doesn’t just work for now. Flexibility is built in, which makes it more pliable for the future.
It doesn’t just start trends, influence an industry, and set a new standard.
A dynamic system—if done patiently—can change the way things are done.
More (or fewer) people, more (or less) money, more (and more) problems.
When we get to sit with CEOs, CMOs, marketing directors, and content teams, we notice three patterns.
First, practically every leader of every company wants to generate more business. However, few know exactly what role marketing and content plays in achieving that goal.
A second pattern we see arises even if the leaders decide that content creation is critical: They don’t know what to create and how much to create.
And the third pattern—and the toughest for them to fix—has to do with their culture and internal systems. Even if they knew what to create and how to create it, their systems would break almost as soon as they begin.
Here are the typical ways that we see those very smart people try to address those three patterns of behavior:
They throw more people at it.
Or they take people away from it.
They throw more money at it.
Or they take money away from it.
Throughout it all, they guess at which metrics to measure and how to achieve them.
Did you notice something missing?
Very few people address their systems.
That’s a big—potentially fatal—mistake.
No system, a broken system, or the wrong system for the job.
Most organizations fall into one of those three categories.
And that’s bad.
Remember, most smart people are only changing the inputs they put into the system: more people, fewer people, more money, less money.
But if the system doesn’t exist (no system), doesn’t work (broken system), or doesn’t match the mission (wrong system for the job), then no change in inputs will fix the actual problem.
Because the actual problem is the system design.
You understand you need a system, but why does it have to be dynamic?
Few organizations can claim to have incredible systems that are designed for the job, both now and in the future.
Pay close attention to the last part of that sentence…both now and in the future.
It’s that last part that is the most difficult to design, but it has outsized results if you could do it successfully.
Transparently, it’s significantly easier and less expensive to build a static system that works for now. But you’ll pay for it down the road in a more significant way.
Your problems will become a pattern, your metrics will be impossible to track, your team will be frustrated, and you’ll wonder why you’re even doing this whole marketing thing at all.
The short term gain isn’t worth the long-term pain.
The primary characteristic of a dynamic content system is that it has enough energy to flex, bend, and address your needs both now and in the future.
Here’s what makes a dynamic content system “dynamic.”
Let’s take what we wrote in the third section above, quickly break them down, and add another thought or two.
A dynamic content system is energetic.
A dynamic content system adapts and modifies its surroundings.
A dynamic content system takes advantage of new opportunities and does it in real time.
A dynamic content system has flexibility built in.
A dynamic content system sets a new standard, both internally and externally.