Organization . Potential customers need to be able to access the right content at the right time during their customer journey: it can be useful to plan by format, stage of the funnel or buyer persona . Therefore, returning to the restaurant, if I am looking for the restaurant menu, it is of little use to include only a section on the best dishes cooked so far.
Personalization . From dynamic landing pages to interactive whitepapers, it is essential that the content flow is specifically curated for the target audience . Therefore, if I am looking for a place with x characteristics (exclusive location, vegetarian dishes, natural wine list, for example), I will expect social posts that highlight these aspects.
Engagement and Community . Conversion paths have become longer and interaction with the company is essential not only in the last part of the funnel. For example, on Google Maps, in the Questions and Answers section, you can speak directly with the owners of a business and interact with other users: these are the foundations of a good Community, at the center of a long-term loyalty strategy.
How to create a Content Experience in 5 steps
To create a Content Experience that works, there are 5 key steps to follow.
How to do a Content Experience
1. Content Audit
Before starting with new posts and site pages, it is essential to understand what is already present and how it is working: with a Content Audit you can identify not only obsolete, duplicate or poorly performing content but also, in parallel, that information gap for which new elements should be produced for the target audience.
At this stage, it is also necessary to understand how the contents must be integrated with each other , keeping in mind the objectives and needs of the users and looking at the moves of the competitors.
2. Content creation and User testing
After creating the first contents, it is ideal to consider a testing phase with a sample of people who meet the characteristics of the buyer persona. It is essential to understand here:
how users access content;
what are the pain points they encounter;
how they move from one content to another.
Testing a Content Experience strategy on a small user base allows you to evaluate its effectiveness without committing considerable resources on a large scale, more easily identifying potential gaps. Once the testing is brazil telegram Users mobile Phone Number list completed and the results are analyzed, you can start with a more substantial production.
3. Microcopy and UX
Buttons, titles, summaries, captions, captions: all microcopy is valuable for users to evaluate content and decide, above all, if and when to consume it. For this reason, it is necessary to pay attention to the User Experience (UX) to verify that all elements of the site and social accounts facilitate the path that leads the potential customer to approach the brand.
4. Omnichannel
Omnichannel is the “secret” ingredient of Content Experience: it is a priority to focus on the touchpoints most in line with the user's needs and differentiate their communication.
For example, you need to check that the same content is not reposting without having adapted it to the target audience (as happens with the automatic posting of the same post on Instagram and Facebook) or that the publication of a post does not direct users to other channels , such as newsletters or contact landing pages.
