Create Compelling Content with Content Builder
Creating Compelling Content with Content Builder in SFMC
Salesforce Marketing Cloud’s Content Builder is a powerful tool for creating, managing, and personalizing marketing content across email, SMS, and web channels. Here’s a detailed guide on how to create compelling and high-performing content using Content Builder.
- Understanding Content Builder
Content Builder is a centralized repository in SFMC where you can:
Create & Store Content – Store emails, images, templates, and dynamic content in one place.
Personalize Messages – Use AMPscript, Dynamic Content, and Personalization Strings to tailor messages.
Drag-and-Drop Editor – Create emails visually without coding.
Modular Content Blocks – Reuse content across different campaigns.
- Key Features of Content Builder
Feature | Description |
Drag-and-Drop Email Builder | Quickly build emails with pre-designed blocks. |
Personalization Strings | Add subscriber-specific details like %%FirstName%%. |
Dynamic Content | Show different content based on subscriber attributes. |
AMPscript & SSJS | Advanced scripting for real-time personalization. |
A/B Testing | Test subject lines, images, and CTA effectiveness. |
Content Blocks | Use reusable blocks for text, images, buttons, and code. |
Mobile Optimization | Ensure emails render well on mobile devices. |
- Creating a Compelling Email in Content Builder
Step 1: Access Content Builder
1. Navigate to Email Studio → Content Builder.
2. Click Create → Email Message.
3. Choose Template-Based (drag-and-drop) or HTML-Paste (custom-coded).
Step 2: Build Engaging Content
· Use a Catchy Subject Line: Keep it short & personalized (%%FirstName%%, Here’s a Special Offer!).
· Add High-Quality Images: Use the Image Block and optimize for fast loading.
· Write Concise & Actionable Copy: Keep text clear and focused on value.
· Insert a CTA Button: Make it bold & direct (e.g., “Shop Now,” “Claim Your Gift”).
Step 3: Personalize with Dynamic Content & AMPscript
(A) Using Personalization Strings (Basic Personalization)
<p>Hello %%FirstName%%,</p>
<p>We have a special deal just for you!</p>
(B) Using Dynamic Content (Advanced Personalization)
Create rules to show different content based on gender, location, purchase history, etc.
Example: Show different images for men and women.
(C) Using AMPscript for Dynamic Content
%%[
SET @discount = “20%”
]%%
<p>Hi %%FirstName%%, you get a %%=v(@discount)=%% discount today!</p>
4. Best Practices for Creating Compelling Content
Make It Visually Appealing
- Use a clean design with whitespace.
- Stick to one primary color + a secondary color.
Optimize for Mobile
- Use responsive design to ensure content looks good on any device.
- Keep CTA buttons large and easy to tap.
Use Engaging CTAs
- Example: Instead of “Click Here,” use “Claim Your Discount” or “Get Started”.
Test & Optimize
- Use A/B Testing for subject lines, content, and CTA placement.
- Check SFMC Reporting for open rates, click-through rates, and conversions.
5. Managing Content in Content Builder
- Folders & Tagging: Keep content organized with folders and metadata tags.
- Reusable Content Blocks: Save headers, footers, and promo sections as Saved Blocks.
- Approval Workflow: Use permissions and approval processes for team collaboration.
6. Conclusion
With Content Builder, you can create engaging, personalized, and high-performing content across email, mobile, and web channels. Focus on personalization, clear CTAs, and mobile-friendly design for the best results.
