Explore Content Types
After completing this unit, you'll be able to:
- Name the types of content you can create with Content Builder.
- Describe different types of content blocks.
- Explain the benefits of reusable content blocks.
As we explored in the Marketing Content Creation module, your content builds valuable customer relationships. When your customers subscribe to receive messages from you, Content Builder is one of the most important tools you can use to engage these subscribers and grow those relationships. In the Content Builder Basics module, we discussed how Content Builder is like a library: a system to organize and reuse your content. Now that you’ve built your content strategy and set up Content Builder, we’re taking this a step further. We’re using the power of Content Builder to create content that you can personalize and reuse.
Before we dig into creating content, let’s take a look at the different types of content you can create in Content Builder: Email, Template, Content Block, Code Snippet, Enhanced Dynamic Content, and Upload.
You can use Content Builder to create emails from scratch or from templates that include multiple layout options for you to customize. When creating an email, choose one of these options.
- Template: Create an email from an existing template.
- HTML: Paste in your existing HTML code or write code from scratch in the editor.
- Text Only: Create an email that displays as Text Only in your subscriber's inbox, regardless of their display preferences.
- Existing Email: Select an existing email to duplicate and revise.
You can also create emails directly in Email Studio using content from Content Builder. We’ll tell you more about that later in this module.
If you’re new to creating emails, templates are a great place to start. Content Builder includes several basic, empty, and themed templates that feature different predesigned layouts.
Basic templates provide suggestions for images, text, and column layout. Empty templates show layout only. Themed templates take it a step farther with sample colors, fonts, and layouts for you to customize. For example, customize the Featured Newsletter template to start a monthly newsletter message.
A message layout is a combination of various blocks of content. These blocks are made of anything from images to text to buttons. Your message layout can include one or many content blocks. Content Builder is your destination for building these blocks. Types of content blocks include:
|Type of Content Block
||Free Form gives you complete control to add a combination of text, links, images, and more.
||Use this for blocks that include only text and links.
||Paste or upload HTML code into this type of content block.
||Insert JPEG, PNG, GIF, and AMPscript files to display an image in this block.
||A/B Test allows you to create two different content blocks and track which performs better during an A/B Test. A/B Test works with Content Builder emails for testing content.
||Use Dynamic Content to create content that is personalized for subscribers. Include subscriber attributes, such as first name or membership status.
||This block includes links that allow subscribers to share an email through their social networks.
||Add links to your social networks in your email with this content block. Subscribers then choose to follow your social accounts.
||Create a reusable linked button with this content block. For example, link to a sign-up form.
||Similar to a template, create a reusable group of content blocks.
||Paste in a URL to external content that is embedded in your message.
||The Image Carousel block allows you to add blocks of up to five rotating images. You can set these images to auto-rotate every 6 seconds. Navigation arrows allow the recipient to manually rotate through the images.
||Control message content at the time of open by switching relevant images in real time. You can send an email with image A that changes to image B based on a user-defined trigger. For example, use an image to feature an event and replace it with
a different image after the event occurs.
|Enhanced Dynamic Content
||Create a dynamic content block by importing a delimited file containing text and image URLs. Instead of using AMPscript and data extensions to manually create complex dynamic content and the rules for each variation, Content Builder creates the
content from the data in your import file.
Why use content blocks? Most companies have standard pieces of content that are used time and again. For example, can you imagine retyping your company contact information in every email message you send? Instead, use Content Builder to create reusable content blocks that you can easily drag into multiple messages. This also ensures your brand and message stays consistent. Here are a few examples of content blocks (the possibilities are endless).
- Company contact information
- Privacy statements
- Mission statement
- Product descriptions
Use code snippets in Content Builder to save reusable bits of HTML, AMPscript, and Guide Template Language. Use code snippets for a single block or for an area as large as an entire message template.
Each code snippet includes a Customer Key field that you can manually enter or have generated automatically. When editing the HTML of a block or email, paste this unique ID field and press TAB to quickly insert the code snippet. Alternately, use the Code Snippet menu to browse for the code snippet.
Use the Code Snippet menu to search for a code snippet content block, select from recently saved snippets, or use a system snippet. System snippets are standard snippets included with Content Builder. For example, use View Email as a Web Page to give subscribers a link to view the email in their browser.
Now that we’ve reviewed the types of content you can create in Content Builder, next we look at how to create content.