There are over a hundred social platforms where marketers can publish or distribute branded content. That’s why most content marketers have difficulty figuring out how to get the desired consumer attention.
A Microsoft study shows that the average consumer has an attention span of eight seconds down from 12 seconds back in 2000.
That’s why you need to make your inbound marketing more real.
A content experience consists of the way in which you can package and present branded content to your target audience. It’s how you deliver content through different platforms so that it doesn’t just fetch eyeballs but also creates deeper emotional resonance among prospective customers.
In this article, let’s learn about how you can create such content experiences and turn strangers into loyal customers.
1. Make Content Seamless
Studies show that 63% of customers say the best brands exceed expectations across the customer journey. In a world where there are so many content marketing channels, how do you ensure that your branded content is optimized for each of these platforms?
- The right way to start is to map an ideal customer’s path to purchase and define their content needs.
- Then, you need to create native content experiences. Since native content fits the natural feel of a platform, it attracts greater organic visibility and engagement.
- You must also ensure that each content piece offers the desired user experience across devices.
The whole idea here is to improve content accessibility and make it reach a larger chunk of your target audience.
2. Identify Micro-Moments to Create Value
Today’s discerning consumers are impatient and want quick access to content, products, and services. With access to mobile internet, they expect to find accurate information anytime and at any place.
According to Google, there is more than 150% growth in mobile searches for “___ near me now”.
Hence, it’s critical to optimize content for:
- Searches that the audience is performing in different locations such as a popular restaurant or a marketplace.
- Queries that the audience may be typing first thing in the morning or during lunch break.
A good strategy is to learn about the ‘I want to buy’ moments of potential customers and offer them content that helps make the right choices.
- What is your ideal customer searching online, at what time, and from which location? To answer this question, you need to combine keyword research, audience persona study, and online user-activity data.
- Then, you need to create real-time content experiences based on a customer’s location, interests, preferences, and current challenges.
It’s the age of smartphones, which is why content marketers must work hard to fulfill the dynamic needs of prospective customers.
3. Align Content With Brand Voice
In a recent study, 67 percent of consumers said they need to be able to trust a company before continuing to buy its products.
A unique brand voice adds a distinct flavor to content marketing. With consistency in brand voice, you can create memorable content experiences for your target customers.
- Work on ensuring that every branded content piece goes with your core brand guidelines.
- Regular audits go a long way in maintaining a homogenous content style throughout different online platforms.
Infusing your brand voice makes content experiential and helps build long-term audience loyalty.
4. Seek Attention With Branded Content
Well, content marketing isn’t advertising, but its objective is to build an audience for the business. And since you’re competing with many other companies who’re publishing branded content, seeking attention becomes the key success factor. So what can you do to create the necessary buzz with branded content?
- Use shorter content formats to make learning fun for your target audience. For instance, you can use social media updates and videos to provide quick infotainment for a time-starved audience.
- Try adding interactive formats like quizzes, polls, and games to your content mix. Interactive marketing tactics can magically shoot up the number of people engaging with branded content.
- Visual content is another popular format with most online users. That’s because it’s life-like and entertaining. Marketers can use content formats like GIFs, memes, and infographics to get the audience to notice and share their content.
Creating a content experience is about standing out from the competition and enabling your content to steal the show.
5. Create Value
So here’s the thing; creating remarkable content experiences is about being authentic and sharing information that the audience can value. So how can marketers focus on delivering value to their audience?
- You should try to outdo competitive content by delivering more insights and deeper knowledge.
- Find content gaps in your industry and publish topics that other businesses haven’t touched so far.
- Another good strategy is to find unique angles on topics related to the burning issues in your niche.
Creating a fantastic content experience is about putting your audience’s needs first and producing content that matters to them.
6. Organize, Personalize, and Scale
Lastly, a robust content experience strategy is about how well you scale it across content marketing platforms.
80% of consumers are more likely to purchase when brands offer experiences personalized to them.
- The first step is to create a centralized hub to store all branded content assets. Gather everything, including published ebooks, videos, social posts, and webinars, and put them in a single resource center.
- The next step is to label each content piece for prospect persona, intent, and lifecycle stage.
- Now publish the content on a branded content hub like a blog, a digital magazine, or a YouTube channel.
- After that, you need to set up a system to disseminate native and personalized experiences on all the relevant content marketing channels.
You can use any good content experience platform to automate the process and make sure you’re reaching the right people at the right time.
As the content landscape becomes highly competitive, content personalization is the best way to pamper your audience and turn them into repeat customers.
Final Thoughts
Offering exceptional content experiences is a great way to execute a winning content strategy. The further you go to delight your potential customers, the better the results.
