Definition: Content experience
What does content experience mean?
Content experience refers to all the marketing interactions between a buyer and a brand that are aimed at educating, informing, and inspiring them.
How do you provide an excellent content experience to your audience?
An excellent content experience involves taking an integrated, cohesive approach to your content; one that prioritizes consumer expectations over everything else. This approach aims to enhance customer engagement, boost revenue, and foster alignment.
Six fundamental pillars that underpin every content experience
- Personalization: The ability to deliver relevant, personalized content.
- Speed and agility: The streamlined process of reviewing and approving content so that it can be distributed into the marketplace in a timely manner.
- Brand consistency: Consistently promoting (and protecting) the brand identity across all channels to ensure uniform, on-brand omnichannel experiences.
- Distribution: Acknowledging that content exists within an ecosystem of martech and commerce systems — and the fact that brands must deliver content to end-user touchpoints efficiently to drive engagement, conversion, and fuel commerce.
- Scale: Managing the increasing volume and diversity of required content while balancing costs with creative capability.
- Performance: Ensuring content aligns with both business goals and user needs, with consistency across channels contributing to both ROI anda seamless experience for audience members.
Why is a good content experience crucial for brands?
Brands that fail to provide a holistic and consistent content experience may prompt consumers to seek alternatives — resulting in reduced revenue and diminished customer engagement.
In stark contrast, brands that prioritize content experience can positively impact their customer attraction and retention levels; ultimately benefiting revenue and the organization's bottom line.
