What is a Content Experience?
A content experience is like an enclosed space in which your content lives. It is defined as the way in which your content is structured, and the way in which it compels your prospects to engage with your brand. Personalised Content Experiences In present days, your potential customers use Spotify and Netflix, the brands that have set high expectations for personalised content experiences. The marketers of today need to adapt to the already set buyer expectations. The brands which can adapt to it by recognising individuals and providing them with personalised experiences based on their unique interests and needs will win. According to research, brands that use personalisation are 26% more profitable than those who don’t. Why Foray in Content Experience? Content experiences are different than content marketing. Content experience covers the point of how people interact with your content when they consume the words on the page. It is how you package your content and deliver and recommend it in more meaningful ways. The Content Experience Framework The marketers get a scalable approach to create a personalised content experience for any stage in the buyer journey with the help of the content experience framework. The framework can be applied to all the B2B marketing strategies like account-based marketing, inbound marketing, sales enablement, and demand generation. Following are the aspects of a content experience framework: Organised Content At the base of your content experience is how well your content is organised. What categorising the content will do is that it will ensure greater discoverability of the material leading to a better experience for the visitor. Tag and arrange your content by a particular persona, topic, or account, so that you can build personalised experience concerning the customer’s journey. You can define recommendations to engage people with the right content at the right time. Centralised Content Being marketers, we create and deliver a lot of content in the form of videos, ebooks, blogs, webinars, social posts etc. across multiple channels. Due to the many types of content, it is spread ambiguously all over the web. To build a content experience, you need your complete marketing content in one central location. Personalised Experiences By personalising the experience, you define how your customers will move through the buyer journey, and how they’ll view your brand. Personalised messaging, company branding, custom images create a better experience around your content, in turn, making customers more likely to engage.
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September 2021
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