How to Improve Content Experience and Effectively Reach Your Target Audience
We all know that nobody likes to be told what to buy. As consumers, we want to be the protagonists of the process and responsible for our own decision-making. The aim of marketing is to guide the customer along the purchase path and to try to gain their favor. To avoid straight-out rejection, the best strategy is to facilitate a fluid and “natural” interaction. But be careful! The naturalness of the relationship is neither fortuitous nor casual. It evolves from a conscientious effort to improve the potential customer’s experience and satisfy their needs. Find out how to effectively reach your potential customers with your content.
In this post, we'll cover:
What is content experience?
Content experience is fundamentally a shift in strategic focus. Content marketing is already a widely recognized practice which brings unquestionable benefits to brands. Specialists know that an idea can sell more than the product itself. The brand imagery and the emotional connection formed with target audiences can be persuasive. However, focusing on the concept alone is insufficient. It is essential to pay attention to the surrounding environment. And that, precisely, is what the content experience is.
Essentially, content experience is the framework in which a message is delivered in relation to the recipient. That is, the environment in which the content lives. Whether intended or not, every interaction with the target audience generates an experience. To ignore this fact is to forgo a unique opportunity to generate engagement and highlight the brand’s attributes. That is why it is necessary to study the audience and design a process that adds value to the consumer relationship.
Content experience accompanies potential customers from the first contact to the closing and after-sales service. At each stage, you can add meaning and connect all branded content. This is what makes this strategy truly powerful; moreover, it is so impactful because it has the ability to serve as a guide through the different channels and formats of communication with the customer. Managing the content experience allows you to create more engaging and efficient media that results in a higher conversion rate.
Why is it essential to improve the content experience?
Think for a moment about your relationship with other brands’ content. How much time are you willing to spend searching for information about a product or service? What makes you abandon a website or give up watching a video with sponsored ads? The experience of the content begins with that first contact.
The phrase attributed to Oscar Wilde best describes the content experience, “You never get a second chance to make a good first impression.” Although we may be unsure of the true authorship, the great veracity of the statement is undeniable.
That’s why it’s important to ensure that, from the first contact, the customer has a satisfactory content experience. In a digital environment, this is especially relevant. Surveys indicate that the average consumer spends more than 6 hours a day surfing the web. However, just a few seconds are often sufficient to decide whether to continue browsing or reading on a site or close it. Consumers are looking for valuable content, but they are not willing to waste time.
Interesting information presented in a difficult-to-read, unapproachable or disorganized format will go unnoticed. For content to be considered high quality, it must be well-structured and formulated. An expert content writing service not only creates conceptually valuable texts but also succeeds in grabbing the reader’s attention. This is a product of intelligent and well-researched writing, coupled with an effective content strategy.
Content marketing is just the beginning
The main objective of a content marketing plan is to increase the visibility and relevance of a brand. Holding top positions in search engine results is often an indicator of success. To achieve this, it is necessary to stand out from the competition. This depends not only on the intrinsic value of the publication but also on the form of delivery. High-quality content focuses on the user experience and seeks to generate a significant impact.
Increasing traffic and generating leads is just the first step. This is essential but insufficient. Brands need deeper engagement, and this is achieved with experiences that attract and retain user attention. The more time a user spends on the page, the greater their exposure and brand awareness becomes. An experience that keeps the consumer coming back is the first step on the road to establishing loyalty.
In search of recidivism
To keep a customer engaged, brands must strive to create a satisfying and meaningful experience for them. As the chances of repeated interaction multiply, the opportunities to generate leads grow proportionally. In the web environment, it has been shown that UX design can increase conversion rates by up to 400%.
Experiences or contents? Content experiences!
The correct answer is content experiences! Both terms go hand in hand, as they are complementary. A user experience without content is an empty and inconsequential effort. Substantial content that does not reach your audience is unproductive. How users interact with content is as important as the content itself.
This is particularly true for millennials and the Z generation. For digital natives, immediacy is a requirement, and that is why their expectations of virtual interactions are more demanding. They generally do not tolerate slow page load times, interruptions from ads and pop-ups, or blatant attempts to persuade them. In these cases, their response is categorical: they stop interacting with brands that do not respect their expectations and needs.
On the other hand, digital natives need multisensory stimuli to feel drawn to a brand enough to further engage with it. They are used to multitasking and rich content. They are constantly absorbing data and information, so they need to optimize their time and resources. Consequently, multimedia and interactive content make a greater impression on them and are more memorable.
Key aspects to improve the content experience
Changes in communication dynamics and consumer preferences have transformed the role of content. It has ceased to be a resource to achieve sales and has become a very important phase of the buying process. Today, content is a component of the end-to-end experience that accompanies the customer throughout their journey.
Knowing your target audience is a sine qua non for a content strategy. You need to know their needs and desires as well as their preferences, habits and customs. Only by knowing what your audience is looking for and where they are looking for it will you be able to contextualize your content. The content should also be consistent with what can draw the audience’s attention and hold it in order to present the message in an attractive way.
Additionally, you should consider the digital exhibitionism or posturing promoted by social networks. People seek social validation through what they post online. If your content helps your audience improve their status or position themselves as experts, you will gain new audiences. Make your content easy for them to work with and design shareable content experiences. User engagement will not only expand your reach but also increase the relevance of your message.
Content experiences arise from the confluence of relevant information and individual needs and interests. Implicit in their very concept is the need for customization. This goes beyond merely identifying the user’s name. It involves the aggregation and analysis of all available data to create engaging and memorable experiences with which the user can relate.
By personalizing the content experience, you will break down the access barriers and see user engagement skyrocket. Commit to accompanying the potential customer throughout the entire buying journey and responding to the needs of each stage. Take every opportunity to learn more about your audiences and customize your content. The inevitable result will be a substantial conversion rate increase that should not surprise you. It is the predictable consequence of a job well done.
How to personalize content experiences
Analyze your audience profile, including demographics, location and preferences. If possible, keep track of your visit itineraries, page views, origin and destination points. Based on these findings, adapt your messages and direct them to other messages that may be of interest to your audience. Take every opportunity to make contextual calls to action and offer customized products and services.
Interactivity and personalization
Audiences tend to react to personalization with a better conversion rate. We all like to have our preferences taken into account and are willing to respond positively to brands that acknowledge and include us. The more specific and person-focused content pieces are, the better the conversions tend to be. However, to achieve a higher degree of personalization, it is necessary to have reliable data from your audience. For this reason, it is advisable to include interactive elements in the content, which allow for the gathering of relevant information.
This will also make it easier to design content experiences that are more personable and relatable. Remember that subjective feelings and perceptions are responsible for a large part of purchase decisions. In fact, brand loyalty depends more on emotions than on concrete facts or technical features.
Poets are the artists of language. Their proficient use of words enables them to awaken passions and bring all kinds of emotions to life. Perhaps we can apply some of their tricks to create effective content experiences. It’s not about using complicated jargon or playing with the language. Quite the contrary! Brands need to speak the way their audiences do. Nevertheless, we can take a lesson from their use of descriptions and creativity.
The content experience should help your customers vividly evoke or imagine their interaction with your brand. For communication to be effective, it must pique the interest of your audience and make them want to know more. This curiosity will prompt them to continue to return to your website in search of new points of contact. This is the key to a successful digital marketing strategy: the ability to guide the consumer and accompany them on their journey, even after the purchase.
In an ideal scenario, you will motivate them to build their own story with the brand, moving from one platform to another. Each interaction enriches the brand imagery and triggers new conversion opportunities.
This advice seems simple but can nevertheless be difficult to put into practice at times. But don’t be discouraged. The following three simple approaches will help you create valuable content.
Put yourself in your audience’s shoes
Look at your content experience from the user’s perspective. Ask yourself how the recipient of your message would feel:
- Is the content really interesting? Does it convey useful information? Are you satisfied?
- How easy is it to access this content? Is it intuitive? Attractive?
- Would you be willing to share it? Why would you share it (or not share it)?
- Do you consider the content to be from a reliable source? Is there anything you have doubts about?
If you really know your audience and you have honestly answered these questions positively, it’s quite likely that your content is on target.
Create a content environment
Once the first step has been successfully fulfilled, the content creator faces the challenge of enriching this content. One valuable content element is not enough to move up the sales funnel. It is necessary to prepare a series of interactions that complement and reinforce each other. Putting this content structure together requires meticulous design that considers the entire buying decision cycle. Establish meaningful relationships between the different points of contact. You can imagine this as a map or a flow chart. Anticipate the various routes the customer may choose and make sure you always have redirection resources.
The best way to generate opportunities for interaction is to use a wide variety of formats and platforms. This will facilitate brand exposure and allow you to reach different profiles of interest at different times. In certain circumstances, a person may prefer to listen to a podcast rather than read an article. Others may pay more attention to images and opt for infographics or videos. Explore and make the most of the full potential of your content, distributing it in as many ways as possible.