There is no type of optimization that can replace the power of asking these questions from the user’s perspective.
We have seen many pages with excellent content and a very low page speed rank well on Google . It is not that difficult to find such an example, actually.
But it’s much harder to find a page that ranks well
with poor content, even if it’s extremely optimized.
And yet we obsess over those tools, numbers russia phone number data and acronyms, leading us to spend a lot of time and energy on optimizations, with only marginal gains.
That’s why we need to approach things from a different perspective. That’s why we need a Content Experience approach .
Putting the concept into practice
the best content experience doesn’t change the fact that we’re still doing marketing. All the basics still apply:
- definition of an objective;
- budget allocation ;
- delivery of results.
As with any kind of marketing discipline, there is a target audience and that audience is made up of humans (well, at least for now), and humans alter their behavior due to emotional responses. So…
1. Ask the right questions
When creating content, the right questions to ask are always related to how someone feels while consuming it.
So, put yourself in their shoes and ask yourself things like:
- Am I interested in this content?
- Am I upset or angry about something on this page?
- I feel like sharing this? Why?
- Do I feel I can trust this author? Why or why not?
- Etc… you get the point.
If you are confident that your audience
.will have a positive answer to most of these questions, it is a better indicator of success than any other technical, internal KPI . The technical aspect is always important, but it should not be the driving force behind any decision.
Technical choices are just a consequence of your prior (and customer-focused ) choice to provide a good experience.
2. Create a content-rich environment
A good Content Experience is not limited to a single piece of content, it is a complete environment of premium content in multiple formats , structured in a way that leads and stimulates your audience to interact with your brand.
Whenever you’re creating content, it’s important to place it in an environment and determine how it relates to other pieces of content in ways that are meaningful to your audience. Your content should be organized (by tags, groups, etc.) and linked together .
3. Diversify your formats
While you can create a successful strategy with just one format , it’s much harder than creating multiple, diverse forms of content. If you only write blog posts , for example, you’re not going to reach people who prefer videos, for example.
Even the same person consumes different content formats in different circumstances.
Maybe you prefer reading a blog post to watching a video, but when you’re on your daily commute you prefer listening to podcasts. It goes beyond preference, because each format has its own strengths and weaknesses .
Furthermore, when you publish content, in any format, the hardest part of the job has already been done: researching and structuring the essence of the content, the tone of the message, etc. Adapting to new formats is easy once that stage has been completed.
A good idea is to have a checklist of all the formats to which content must be adapted and create processes to make it simple and effective.
4. Add interactivity and personalization
It’s no secret that no one likes generic content, and as marketers , we know all too well that the more specific your message, the higher your conversion rate.
But we also forget to remember that high conversion i checklist for effective channel promotion with a view to new realities s the consequence of content that triggers emotions by creating a connection with the audience .
When we create a content experience, we should always aim to create this connection. This is where personalization and interactivity play an essential role.
Personalization allows us to create a unique experience for each audience member, increasing the chances that they will engage with your content.
We’re not just talking about putting a name in the subject line of an email. We’re talking about identifying what a group of people’s interests are and tailoring your content to make it more relatable to them.
And if you want to go even further, the next phone number de step is to create interactive content , such as quizzes, calculators, etc. A good interactive experience is created together with the audience.
People value things they have helped create much more. There’s even a name for it: the IKEA effect .
The result is increased brand exposure, positive brand sentiment, and better conversions. And, of course, a more engaged and happy audience.
Conclusion
Focusing on content experience in marketing is not difficult to do and does not require major changes if you already invest in Content Marketing. You will need to write blog posts, record videos, etc.
The big change in this new approach, besides being much more creative, is the principle that guides the planning of strategy and tactics. It is worthwhile because it itomers.
