No More Static Cling: Making the Move to Dynamic Content

摘要

When you think about it, a Web site's primary purpose is to provide content to visitors, but the real trick is presenting the most relevant content for any given visitor at any particular moment in time. If a site suffers from static cling, the content is essentially hardwired, rarely changes (regardless of a visitor's needs), and can only be altered by a webmaster making manual revisions. Although products like Macromedia Contribute and Atomz Site-Centered Content Management provide ways to make quick site changes without affecting the underlying design or code, these solutions only simplify manual updates, doing nothing to drive content that's based on variable conditions. Vastly more desirable is the ability to have content appear on the site in a dynamic fashion. Often, this means leveraging data learned about the visitor on the fly-like where they navigate, what they read, and how long they spend in a given area-then pulling information and images from a central content repository so that only the most appropriate (or at least somewhat more appropriate) content appears. Ultimately, dynamic content translates into return visits because your content is fresh and meaningful to the visitor each and every time.