# Content Builder blocks and dynamic content rules

*Marketing Cloud Engagement Specialist Study Guide · Content Creation and Delivery · Last updated October 29, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-engagement-specialist/content-creation-and-delivery/content-builder-blocks-and-dynamic-content-rules*

How Dynamic Content blocks pick content (first matching rule, default content, empty values as zero, matching data extension field names), dynamic subject lines and preheaders, Enhanced Dynamic Content imports, and which Content Builder block or email type fits a reuse, code, form or plain-text requirement.

- Certification: Salesforce Marketing Cloud Engagement Specialist
- Exam section: Content Creation and Delivery
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-engagement-specialist

**Official exam objective:**

> Given a customer scenario, create and customize an email message to meet customers' needs.

## What the exam expects

- Build Dynamic Content rules, rule order and default content, and diagnose why a subscriber sees the wrong or no content.
- Personalize a subject line and preheader with dynamic rules, and know where Enhanced Dynamic Content cannot go.
- Choose between Keep content blocks up-to-date and Make local copies of content blocks, and between a Reference Content block, a Code Snippet, an Email Form block and Enhanced Dynamic Content.
- Create a Text Only email and state what it gives up.
- Key terms: **dynamic content** (content chosen per subscriber by rules on attributes, data extension values or audiences); **default content** (shown when no rule is met); **Enhanced Dynamic Content map** (variations imported from a delimited file); **reference block** (a pointer to an existing block that always shows its latest content); **code snippet** (reusable HTML, AMPscript or Guide Template Language).

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Several rules match | First rule that applies wins | [Create Dynamic Content](https://help.salesforce.com/s/articleView?id=sf.mc_ceb_create_dynamic_content.htm&language=en_US&type=5) |
| No rule matches, no default | Block displays no content | [Create Dynamic Content](https://help.salesforce.com/s/articleView?id=sf.mc_ceb_create_dynamic_content.htm&language=en_US&type=5) |
| Empty attribute value | Evaluated as zero (0) | [Dynamic Content](https://help.salesforce.com/s/articleView?id=mktg.mc_ceb_dynamic_content.htm&language=en_US&type=5) |
| Data extension rules | Send to that data extension or one with exactly the same field names | [Dynamic Content](https://help.salesforce.com/s/articleView?id=mktg.mc_ceb_dynamic_content.htm&language=en_US&type=5) |
| Text-based emails | No dynamic content | [Dynamic Content](https://help.salesforce.com/s/articleView?id=mktg.mc_ceb_dynamic_content.htm&language=en_US&type=5) |
| Keep content blocks up-to-date | Default for new blocks; deleted references render blank | [Create Dynamic Content](https://help.salesforce.com/s/articleView?id=sf.mc_ceb_create_dynamic_content.htm&language=en_US&type=5) |
| Make local copies | Default for existing blocks; source edits not applied | [Create Dynamic Content](https://help.salesforce.com/s/articleView?id=sf.mc_ceb_create_dynamic_content.htm&language=en_US&type=5) |
| Enhanced Dynamic Content columns | Text, Image or Exclude this column | [Enhanced Dynamic Content](https://help.salesforce.com/s/articleView?id=mktg.mc_ceb_enhanced_dynamic_content.htm&language=en_US&type=5) |
| Enhanced Dynamic Content delimiters | Comma, semicolon or tab | [Enhanced Dynamic Content](https://help.salesforce.com/s/articleView?id=mktg.mc_ceb_enhanced_dynamic_content.htm&language=en_US&type=5) |
| Text Only email | Text regardless of preference; open rate never reported | [Create a Content Builder Email](https://help.salesforce.com/s/articleView?language=en_US&id=mktg.mc_es_create_content_builder_email.htm&type=5) |

## Check yourself

- Where can a code snippet be inserted from in the HTML editor?
- When would a rule use exists in instead of is equal to?
- Which comparison operators do date attributes support?
- When can you no longer switch between Keep content blocks up-to-date and Make local copies of content blocks?

## Sources

- [Dynamic Content](https://help.salesforce.com/s/articleView?id=mktg.mc_ceb_dynamic_content.htm&language=en_US&type=5)
- [Create Dynamic Content](https://help.salesforce.com/s/articleView?id=sf.mc_ceb_create_dynamic_content.htm&language=en_US&type=5)
- [Enhanced Dynamic Content](https://help.salesforce.com/s/articleView?id=mktg.mc_ceb_enhanced_dynamic_content.htm&language=en_US&type=5)
- [Create Email Content Blocks (Trailhead)](https://trailhead.salesforce.com/content/learn/modules/content-builder-features/explore-content-types)
- [Create Engaging Email Content (Trailhead)](https://trailhead.salesforce.com/content/learn/modules/content-builder-features/create-and-edit-your-content)
- [Add a Reference Block](https://help.salesforce.com/s/articleView?id=sf.mc_ceb_add_a_reference_block.htm&language=en_US&type=5)
- [Create Content Blocks](https://help.salesforce.com/s/articleView?id=sf.mc_ceb_create_content_blocks.htm&language=en_US&type=5)
- [Create a Content Builder Email](https://help.salesforce.com/s/articleView?language=en_US&id=mktg.mc_es_create_content_builder_email.htm&type=5)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 11 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Engagement Specialist pack (USD $19): https://www.certifyforce.com/practice-exams