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I never went to Disney World, but I have seen enough photos andvideos to have the image of Cinderella Castle very clear in my mind: graybricks, blue roof, many windows, doors and, on each side, towers that they seemto touch the sky. But did you know that the castle is only 57 meters high?

We have the impression that it is much taller than itreally is because Disney used a technique called “forced perspective” to createthis illusion. Basically each floor is smaller than the one below it. Thatincludes not only doors and windows, but bricks as well.

Our brain interprets that these elements are furtheraway than they really are only because they are smaller than they should be.Just amazing!

After all, no princess lives there to complain about very low ceilings. In reality, no one complains about architectural inaccuracies,for the park visitor this is just one of the many “illusions” that help createthe famous Disney experience.

And millions of people enjoy this experience every year (well,maybe 2020 will be an exception).

In Marketing, every time we interact with content, weare also living an experience: the satisfaction of learning something new, thecomfort of being well informed about a decision, etc.

In the backstage of a Disney park there are thousandsof people working without us seeing them so that our experience is excellent,in the same way, a Marketing strategy, to be good, has to be invisible to thepublic.

Nobody wants to know if a video they’re watching istop-of-the-funnel content, or that total watch time is the top KPI.

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So how can we provide value to our audience, throughouttheir entire buying journey, so that when they finally decide to buy ourproduct, they do so organically and naturally?

We need, first of all, to put ourselves in their placeto imagine and design, from their perspective, the experience they have wheninteracting with our content.

They are fine? They are having fun? They are learning? How can I organize the different types of content to give visitors the best overall experience?

The approach to the Content Experience

We must be clear: the term “Content Experience” was not coined by us at Rock Content, it has been used many times in the past, with multiple meanings.

But we want to take this idea to a much deeper level: as a way of approaching Marketing. Let’s start with our definition:

“A CONTENT EXPERIENCE is the flow of relevant, rich and beautifully designed content that attracts and leads the audience through all stages of the buying journey, over a period of time”

In other words, when creating your content strategy, you must think that your audience will interact with you in different ways, through different channels and formats, giving you the opportunity to offer them a much broader and more complete experience.

The job of marketing specialists is to design the experience so that everything is connected, where we only act as guides, through a journey of valuable content for the entire audience, from the perspective of the person who consumes it.

 You may be thinking that this is all a lot like Content Marketing. Well, you’re right! It is a strategy based on different types of content; the difference is the point of view.

Content Marketing is what we do;

Content Experience is what the audience experiences.

This may seem trivial, but it is decisive, since it is not easy to change the way we work. For a long time, Marketing specialists have focused on tools , technologies and processes.

Of course they are important topics, but it is also true that they are only a means to achieve a very specific goal: to provide a memorable experience . That’s the way to capitalize on the results.

 An example of this is Google Search Console which now has a report called “ Core Web Vitals “, which takes into account three metrics: LCP, FID and CLS, all related to page loading speed

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When this new type of report was launched, hundreds ofmarketers became obsessed with improving each of those metrics. Blog posts,videos, and all kinds of content imaginable were created.

But hardly anyone was asking the right questions:

When I visit the website, am I going to lose patienceor think it’s just a mistake and exit the page?

Will I accidentally click on a slow loading ad?

Will I share this content?

Is it relevant and is the experience good?

The FCP of this website is lousy! (No user has saidthat)

There is no type of optimization that replaces thepower of asking these questions from the user’s perspective.

We have seen many pages with excellent content and very low pagespeed rank well in Google . It’s not that hard to find such an example,actually.

But it is much more difficult to find a page that rankswell with poor content, even if it is extremely optimized.

And yet we become obsessed with those tools, numbersand acronyms, which lead us to spend a lot of time and energy on optimizations,obtaining marginal gains.

So we need to approach things from a different perspective.That is why we need a Content Experience approach.

Putting the concept into practice

Focusing on providing our audience with the bestcontent experience does not change the fact that we are still doing marketingat all. All the basics still apply:

Definition of an objective;

Budget allocation;

Delivery of results.

As for any type of Marketing discipline, there is atarget audience and that audience is made up of human beings (well, for now atleast), and humans alter their behavior because of emotional responses. Thus.

1. Ask the right questions

When creating content, the right questions are alwaysrelated to how someone feels while consuming it.

So, put yourself in their shoes and ask yourself thingslike:

Am I interested in this content?

Am I upset or angry about something on this page?

Do I want to share this? Why?

Do I feel like I can trust this author? Why or why not?

Etc … you get the point.

If you are sure that your audience will have a positiveanswer to most of these questions, it is a better indicator of success than anyother technical, internal KPI . The technical aspect is always important,but it should not be the driving force behind any decision.

Technical choices are only the consequence of yourprior (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 a meaningful way for your audience. Your content must be organized (by tags, groups, etc.) and linked to each other

3. Diversify your formats

Although you can create a successful strategy with asingle format , it is much more difficult than creating multiple anddiverse forms of content. If for example you only write blog posts , youwill not reach people who prefer videos, for example.

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