I never went to Disney World, but I have seen enough photos and videos to have the image of Cinderella Castle very clear in my mind: gray bricks, blue roof, many windows, doors and, on each side, Hungary Phone Number List towers that they seem to touch the sky. But did you know that the castle is only 57 meters high? Vitor Peçanha Jun 19, 20 | 8 min read what is the content experience We get the impression that it is much taller than it actually is because Disney used a technique called “forced perspective” to create this illusion. Basically each floor is smaller than the one below it. That includes not only doors and windows, but bricks as well. Our brain interprets that these elements are further away 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. Nobody really complains about architectural inaccuracies, for the park visitor this is just one of the many “illusions” that help create the famous Disney experience.
And millions of people enjoy this experience every year (well, maybe 2020 will be an exception). Do not fool yourself. That door up there is tiny. In Marketing , every time we interact with content, we are also living an experience : the satisfaction of learning something new, the comfort of being well informed about a decision, etc. In the backstage of a Disney park there are thousands of people working without our seeing them so that our experience is excellent, in the same way, a Marketing strategy, to be good, has to be invisible to the public. Nobody wants to know if a video they’re watching is top-of-the-funnel content, or that total watch time is the top KPI . As we well know: nobody likes to think of him only to sell him . So how can we provide value to our audience, throughout their entire buying journey , so that when they finally decide to buy our product, they do so organically and naturally ? We need, first of all, to put ourselves in their place to imagine and design, from their perspective, the experience they have when interacting 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 engages and leads the audience through all stages of the shopping journey, over a period of time.” In other words, when creating your content strategy, you must think that your audience is going to 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. When this new type of report was released, hundreds of marketers 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 my patience or think that it is just a mistake and leave 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 said that)There is no type of optimization that replaces the power of asking these questions from the user’s perspective. We have seen many pages with excellent content and very low page speed 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 ranks well with poor content, even if it is extremely optimized. And yet we become obsessed with those tools, numbers and 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 best content experience does not change the fact that we are still doing Marketing at all. All the basics still apply: definition of an objective; budget allocation ; delivery of results. As for any type of Marketing discipline, there is a target audience and that audience is made up of human beings (well, for now at least), and humans alter their behavior because of emotional responses. Therefore…1. Ask the right questions When creating content, the right questions are always related to how someone feels while consuming it. So, put yourself in their shoes and ask yourself things like: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 positive answer to most of these questions, it is a better indicator of success than any other 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 your prior (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 are creating content, it is 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 a single format , it is much more difficult than creating multiple and diverse forms of content. If for example you only write blog posts , you will not reach people who prefer videos, for example. Even the same person consumes different content formats in different circumstances. Maybe you prefer to read a blog post to watch a video, but when you are on your daily commute you prefer to listen to podcasts. It goes beyond preference, because each format has its own strengths and weaknesses . In addition, when you publish content, in any format, the most difficult part of the work has already been done: investigating and structuring the essence of the content, the tone of the message, etc.
Adapting to new formats is easy when that stage has already been completed. A good idea is to have a checklist of all the formats to which content must be adapted and create the processes to make it simple and effective. 4. Add interactivity and personalization It is no secret that nobody likes generic content and, as Marketing specialists , we know very well that the more specific the message, the higher the conversion rate. But we also forget to remember that a high conversion is the consequence of content that triggers emotions by creating a connection with the audience . When building a content experience, we should always strive to create this connection. This is where personalization and interactivity play an essential role. Personalization allows us to create a unique experience for each member of the audience, which increases the chances that they will interact with your content. We are not talking about simply putting the name in the subject of the email. We refer to identifying what the interests of a group of people are and adjusting your content so that they identify more with them. And if you want to go even further, the next step is to create interactive content , such as quizzes, calculators, etc. A good interactive experience is a creation in conjunction with the audience.