As a content marketing consultant, I’m frequently asked what the next big thing in content marketing is going to be. Right now, it’s “content experience”. With that in mind, we asked Uberflip CMO Randy Frisch to be our guest on #ContentChat and share why it’s the next big thing to focus on. Here’s a recap of the conversation.
Q1: recently, there’s been increasing conversation around the top of “content experience”, with the Content Pros podcast, which you co-host, even changing its name to “Conex: The Content Experience Show.” So, what is content experience?
A1: Content experience is:
✔️ The environment in which your content lives
✔️ Its structure
✔️ How it compels your audience to engageYou can have the best content in the world, but it’s the overall experience that’s really going to pull your audience in. #ContentChat 1/2 pic.twitter.com/4FhHJ8K9W0
— Randy Frisch (@randyfrisch) July 9, 2018
A1: The content experience seems like something that @annhandley likes to talk about… its’ about considering your customer in every nook and cranny of your writing. Ensure that if there are words, it works towards building a positive experience. #ContentChat
— Maureen Jann (@SuperDeluxeMo) July 9, 2018
As for the podcast name change, we’ve all figured out how to create content. We wanted to start talking about using it in a meaningful way that drives results. 2/2 #ContentChat
— Randy Frisch (@randyfrisch) July 9, 2018
A1: The full Content Experience takes into consideration not only the piece of content itself, but also the context and environment in which it will be consumed. There are a lot of factors that contribute to the audience’s reaction beyond just the piece itself. #contentchat
— Caitlin Kinser (@caitlinmarie89) July 9, 2018
A1) from a digital product studio perspective, building a good content experience is developing an information architecture and content strategy that is in sync with the intended user’s ultimate goal 🎯 #ContentChat
— Crowdlinker (@crowdlinker) July 9, 2018
Q2: How does content experience differ from or relate to content marketing, and why should marketers shift their focus? What are its benefits?
A2: Content experience takes #contentmarketing to the next level. It goes beyond simply creating content and focuses on how we can use it to engage prospects at all stages of the buyer journey, including for #ABM and lead gen. #ContentChat
— Randy Frisch (@randyfrisch) July 9, 2018
A2: Content marketing is the “what”, content experience is the “how”. When marketers think through the whole process, the customer sees the right message, in the right format, on the right platform. #ContentChat
— Maureen Jann (@SuperDeluxeMo) July 9, 2018
A2: Content experience puts the user’s interests at the forefront and often includes their input as part of the package. Marketing is more from the seller’s perspective. #ContentChat
— [{ Danielle in Code }] (@quantbarbie) July 9, 2018
A2: Experience is a huge part of marketing. Content or straight-forward. A marketer and content-creator must always consider the experience/context when developing a piece. Delivery methods are integral to content planning. #contentchat
— Caitlin Kinser (@caitlinmarie89) July 9, 2018
Q3: Is content experience the new customer experience?
A3: According to @Gartner_inc, orgs are now 57% of the way through the purchase decision process before they engage with a sales rep. Your content experience is an opportunity to ensure prospects feel taken care of in the research stage of the buying cycle. #ContentChat
— Randy Frisch (@randyfrisch) July 9, 2018
A3: This one is definition dependent, in my opinion. Customer dip into a brand’s stream to grab content, but is that the whole of the experience? I don’t think so… #ContentChat
— Maureen Jann (@SuperDeluxeMo) July 9, 2018
A3: They’re not the same, but content experience is a big part of customer experience. I don’t think one can entirely replace the other. #contentchat https://t.co/w7ppBSmXOZ
— Kobie D. Christian (@Ko_bc) July 9, 2018
A3: It depends on the product/service that you are offering, but for the most part I say no. The Content Experience should shepherd the customer into a purchasing/customer experience. The Customer experience can include content, but should also include service. #contentchat
— Caitlin Kinser (@caitlinmarie89) July 9, 2018
A3: Not necessarily because there are more ways for customers to engage with brands than just content alone. But I do think that customer experience is universal in that customers expect an experience in every aspect of interaction. #ContentChat https://t.co/DxpNpQJwvC
— [{ Danielle in Code }] (@quantbarbie) July 9, 2018
A3 From what I am reading it would seem content experience is s big part of customer experience, but just a part – everyone has a role in CX, not just content creators. #ContentChat
— Derek Pillie (@derekpillie) July 9, 2018
A3: Since content really touches all aspects of a customer’s experience (marketing, customer service, website, etc), it does make sense to think of customer experience as content experience (especially when you are the content creator). #ContentChat
— Emilie Moreland (@writtenbyemilie) July 9, 2018
Q4: What are some ways to modify your content experience that can improve the buyer’s journey?
A4: Remember that their single piece of content is a piece of a larger effort. Know where you fit in the journey/funnel/experience. Media buyers need to consider that as well. No more single-transaction perspectives. Thing bigger. #contentchat
— Maureen Jann (@SuperDeluxeMo) July 9, 2018
A4:
1. Start with great content
2. Make it look great everywhere (optimized for all browsers & devices)
3. Be strategic when organizing your content
4. Personalize (we use AI recommendations)
5. Use targeted and contextual calls-to-action #ContentChat— Randy Frisch (@randyfrisch) July 9, 2018
A4: Make sure the content experience is consistent. Emails, blogs, social media, customer service, sales should all offer the same content experience to customers. #ContentChat
— Emilie Moreland (@writtenbyemilie) July 9, 2018
A4: Placement & messenger. A well-placed, relevant message from a trusted third party goes a long way. much more likely to get a blender I hear about on a food podcast than a news podcast. I don’t like consuming content and then thinking “that was random” #contentchat
— Kobie D. Christian (@Ko_bc) July 9, 2018
Q5; What are some examples of great content experiences in action?
A5. Some examples of awesome content experiences are:
🔥 @AlightSolutions: https://t.co/RtmWb3iuV5
🔥 @blackbaud: https://t.co/jaB6ZrpFCw
🔥 @TrimbleCorpNews: https://t.co/JL8KyGf3BR
🔥 @SigstrApp: https://t.co/Noc7HrR6Tg #ContentChat (1/2)— Randy Frisch (@randyfrisch) July 9, 2018
As a specific example, we received an email from an Account Rep and it included a customized screengrab video of the rep on our website showing exactly how @drift would improve a particular process. Genius! #ContentChat
— Crowdlinker (@crowdlinker) July 9, 2018
A5: I would vote for The Venetian casino resort in Vegas… every time I get an email from them I want to fly off to Vegas. #ContentChat
— Derek Pillie (@derekpillie) July 9, 2018
Q6: What are the biggest content experience issues you are seeing?
A6: Dead end experiences are a big one. We use overlay CTAs for gated assets instead of sending people to landing pages—it allows the user to continue to browse uninterrupted. (1/2) #ContentChat pic.twitter.com/NKJMwGBiyM
— Randy Frisch (@randyfrisch) July 9, 2018
(2/2) There are other things as simple as the way content is organized. People don’t tend to browse by publication date or resource type, but that’s how a lot of online experiences are.
Wouldn’t you rather engage with Experience A below? #ContentChat pic.twitter.com/m9qsMGWz67
— Randy Frisch (@randyfrisch) July 9, 2018
A6: Death to all faulty chatbots! 🤖
Seriously though, they even made a website for ‘Chatbot Fails’ lol: https://t.co/g6CsKkiT1V #ContentChat
— Crowdlinker (@crowdlinker) July 9, 2018
Q7: What are some tools and resources we can use to evaluate and improve our content experience?
A7: Never underestimate the power of analytics. A huge one is what % of people who saw your content reacted in some capacity? Then compare well-performing content pieces to each other and find common themes. #contentchat
— Caitlin Kinser (@caitlinmarie89) July 9, 2018
A7: Attribution paths are a huge source of information when making choices about how we serve our content. Know where you customers are throughout the journey! #ContentChat
— Maureen Jann (@SuperDeluxeMo) July 9, 2018
A7: We’ve got a lot of resources on our blog to help you optimize content experience: https://t.co/1MmBf8TFbI
I’d also recommend tuning into the #Conex Show podcast—it features actionable insights of all-star marketers who are killing it content experience wise. #ContentChat
— Randy Frisch (@randyfrisch) July 9, 2018
A7: @googleanalytics of course. We also use @hotjar to monitor how customers are maneuvering on each page. #ContentChat
— Emilie Moreland (@writtenbyemilie) July 9, 2018
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