Content experience is an important factor to consider when understanding your customers. You may be wondering, what is content experience? Roux explains it as “the summation of all the interactions someone has with your digital content and the impression they take away.” In the past, businesses were focused on creating and pushing content, without considering if there were a connection between everything that was being posted. In the present day, it is important to understand how your different content relates and connects ideas together. Looking at the bigger picture is now essential when creating marketing campaigns. The following six steps will help to understand how to optimize the content experience for your users.
Similar to most planning and marketing strategizing, the first step is to identify your key audiences. It is important too, once you have identified them, to learn and understand their needs, preferences, and behaviours to help develop different personas. These personas provide you with multidimensional understandings of real people that you may serve.
The second step is to map out the customer journey and the relational journey. It must be between the customer and your brand. In this step, it is important to deep dive into many factors about the customer. It includes their level of awareness of your product/service, what kind of visitor they are (new visitor, a return visitor, an influencer). Also how deeply they engage with your content. Using these journey maps, you will be able to understand and address the needs of the different personas at each stage of the journey.
Establishing and verifying the top tasks for each persona is the next step. Using the journey maps, you should be able to understand what each individual persona is wanting to achieve through each step of their journey.
After determining the top tasks for each persona, you can use those to develop task flows. It will help to think through the content you can create for each group to achieve their desired tasks. During this step, it is important to think about the variety of ways a person can gather information. Either from you and create it to best help them. The content can be through different pages on your website, from different campaigns that you run (email or social media), or through external searches.
In this step, you will want to begin building content architecture that sets a foundation to support the top tasks that you have determined. This architecture will go further than just wireframes, it will outline content specifications, personalization rules, and content priority. This architecture should not be limited to one platform but should consider social media, your website, and other platforms that your business uses.
The final step is testing your content. You should test the content to ensure it is doing what it is intended to do. When testing your content, there should be qualitative and quantitative elements that are being looked at. Some examples to look at can include consistency, engagement, views, and shares, among other important measures. Testing your content is important because having the quantitative and qualitative data can help you optimize and adjust your content for the next time.
Source Author: Lindy Roux
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