What is Content Experience? Why is it important for businesses? What does it have to do with content marketing?
Digital marketing means delivering the message of a business to the target user through the right platform. Digital marketer should put the name of the brand and its products in front of the eyes of internet users and social networks. In the digital world, it is different types of content that convey the voice of the business to the user. If the content cannot attract the user and differentiate its brand and products from other competitors, the business will fail.
So, producing and distributing content is a very specialized and sensitive work in digital marketing. The digital marketing team of businesses cannot produce content for a brand without a plan and purpose. Each and every content produced for the brand is part of the image of that brand in the user’s mind. In fact, the user’s interaction with each of the contents produced for the business creates an experience for him.
In this content, I will talk about that experience and answer the questions posed above.
Table of Contents
What is content experience?
To define content experience, I want to take help from a similar concept, user experience or UX. In the world of web design, the user experience of sites must be carefully designed. If the site does not have a satisfactory user experience, the user will leave it and will not visit that site again. User experience is the collection of all interactions that a user may have with the site.
Consider a site like Amazon, a shopping site. If the user enters it and cannot find the product he wants in the menu, and when he searches for the name of the product, the speed of the site is so slow that it delays him, and when he finally finds the product, he cannot register his order because the site gives an error. Did you have a satisfactory and useful interaction and experience with the site? Definitely not.
The user interacts and engages with the content, just like the site. The user spends time and reads a brand’s Instagram, LinkedIn, and Facebook posts, site contents (photos, graphics, and texts), emails, and SMS, and sees the brand’s educational and promotional videos and motion graphics. Each of those contents, even product descriptions, form a single collection that forms an image of that business in the minds of users.
The experience that each user (actual or potential customer of the brand) has from interacting with that collection creates the experience of that user’s content.
The content experience lasts from the moment the user receives the content until the moment they engage with it and react to it. So,
- The medium or platform in which the business offers any content;
- The appropriateness of the type and tone of each content with that media,
- Suitability of each type of content to the user’s taste and needs.
- complete compatibility and coordination of each content with the brand voice and brand identity,
- Full compatibility and coordination of each content with the social media marketing and digital marketing strategy of the business, and
- The attractiveness and value creation of any content are all part of the content experience.
Why is content experience important?
Look at the pictures below. What do you see you see Google on different content on different platforms. The Google brand has produced appropriate content for each platform and has not republished the same content in different networks. But if you look closely, you will see that an invisible thread connects those different contents together.
That invisible thread is the content experience. The user experiences a feeling from all the contents of the Google brand, wherever he sees and reads them. It is as if the user sees a single character in different clothes. So, content experience is important for every business because
- Content experience helps branding businesses and creates a distinct image of the brand in the minds of users and customers.
- Content experience is an integral part of user experience. If the site or app does not have attractive and suitable content for the user or the user cannot find the content he wants on the site, the overall interaction of the user with it will be disturbed, and
- It is the content experience that increases the conversion rate and attracts potential users and turns them into customers. It is the content that convinces the user to trust the brand.
What does content experience have to do with content marketing?
Content marketing is a sub-branch of digital marketing. In content marketing, the main discussion is about content production and distribution. A content marketer in the digital marketing team of a business is someone who is responsible for determining the strategy for content production and overseeing the production and distribution of content.
Content marketer goes through steps to determine strategy, produce and distribute content. The contents must have characteristics and be produced with a specific approach. The approach that the content marketer should go with and produce content for the brand is the content experience. So, content experience is the most important approach and one of the main components in content marketing. One of the content marketer’s duties is to make sure that the interaction of users and customers with the set of brand contents is satisfactory, useful and profitable.
Content marketer needs to go through steps to manage content and determine business content strategy as well as build brand content experience. Those steps are nothing but the most important building blocks of the content experience.
What are the components of the content experience?
- Reviewing and analyzing the content produced for the business and its competitors
A content marketer begins by reviewing competitor content. First, he should see what kind of content experience the competitors create for their users and customers. Then, the contents that have been produced for the business should be checked to see what problems there were and how to make the contents uniform.
- Ideation and production of high-quality, attractive and creative content
One of the results of the first stage is that the marketer understands the taste of the market and also understands which type of content in which media creates a better experience for users and customers. On the same basis, he makes ideas and plans for content production.
- Content distribution on different platforms
When a high-quality content is produced that fits the brand identity and its potential and actual customers, the marketer must deliver it to the audience. Based on the analysis of the first stage and the type of content, the publication time and media are determined. Each content has its own time and place so that the user’s interaction with it is effective.
- Content evaluation and interaction of users/customers with the produced content
Content should be constantly evaluated to determine the response of measured users and successful content. In fact, it should be seen whether users and customers had a good experience of interacting with the published content or not. If not, what factor has ruined the content experience and should be corrected in the future?