Creating Dynamic Web Experiences with Content Tokens

Prerequisites

In order to use this feature, you must have Website Experiences as part of your Terminus subscription, and access to Terminus Data Studio.

If you have any questions regarding your current subscription plan, please reach out to your Client Strategy Manager.


Overview

When it comes to serving a personalized onsite experience, one of the biggest concerns for marketers is how to scale efforts without scaling work. The ability to serve dynamic content - that is, content that dynamically changes for each visitor based upon certain characteristics - is a key component to creating and launching web experiences that need to scale across dozens (or more!) audience segments.

With content tokens, Terminus makes it easier than ever to create dynamic content to speak directly to your target accounts. 


What is a “content token”? 

A content token is a dynamic field that will auto-fill based on specific elements of visitor data. For example, a content token could be used to auto-fill the name of the website visitor’s company in an otherwise complete headline: 

“See how we can help companies just like _(content token value)_ succeed.” 

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In Terminus, users can create content tokens based on:

  • Geo-location (City, State, Region)
  • Company Name
  • Company Domain
  • Company Industry


Why use content tokens?

In some cases, you may want to create many variations of the same piece of content, but you do not want to spend the time creating or managing all of those variations. Content tokens allow you to dynamically update the content on a visitor-by-visitor basis without having to manually create new variations. In the above example, you may have 50 companies you are targeting. Using a single piece of content that auto-fills the visitor’s company name in the headline saves you the energy required to create 50 versions of that same headline. 


How to Use Content Tokens

Content Tokens can be added to any text field within Terminus content templates (fly-ins, modals, or banners) - this includes Headlines, Body Text, and Calls to Action (button text). When creating the text content, insert a token in place of the word that you’d like to dynamically change. 


What about Geo-Specific Tokens?

In addition to content tokens that utilize the Terminus Company Name and Industry fields, content tokens based upon a visitor’s geographic location can also be used. These geo tokens can insert the city, region/state, or country where a visitor is located into the content text. 


Tokens and IP Addresses

The data that supplies most content tokens is based upon IP lookup, (similar to Terminus's Visitor ID web tracking script). This means that a visitor's location or firmographic attributes are being determined by their associated IP address. There are a couple of things to be aware of and to consider if you choose to use tokens: 

  • Location based tokens and ISPs: If a website visitor is accessing your website from an IP assigned by an internet service provider, it is possible that their IP address will not correlate to their actual location.
  • Firmographic tokens and working from home: Firmographic data relies on correct identification of a company IP address. When a website visitor is working off company premises, they will likely not receive the company association identification that they'd be assigned at the office. This is particularly important to be aware of if you're targeting an audience that largely works from home or remotely.
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