Content Experience: The Secret Pathway to Stellar CX

Content lies at the heart of customer experiences. But with so many organizations treading the same digital path, how do you ensure your content stream is the best of the rest?

Remember the adage ‘content is king?’ Nowadays, it goes like this - Content is king, relevance is queen, and engagement is the kingdom. So, to stand out from the crowd, you need to ensure relevant and quality content. That is where the idea of content experience comes into the picture.

Understanding Content Experience

Content experience encompasses the overall experience of consuming a brand’s stream of content. It includes every step of the customer journey—from discovering, analyzing, consuming, and engaging—across devices or platforms.

It emphasizes structuring, packaging, and leveraging your content in a way that it reaches the right audience at the right time. In layman’s terms, it is the convergence of content and context.

5 Attributes of a Stellar Content Experience

Struggling to find the missing pieces to render an excellent content experience? Then, the below-mentioned attributes will come in handy to change the odds in your favor:

-Personalized
The key to delivering quality content is to understand your audience thoroughly. Once you are well-acquainted with users’ roles, behaviors, and preferences, it becomes a breeze to surface relevant content that resonates with their queries. Consequently, users feel more connected and valued.

-Relevant
The prime goal of producing content is to inform, engage, or help users. But its entire purpose is defeated when big data volumes fail to provide relevant information at the right time, thereby trapping users in the incessant search loop.

So, how do you fuel your content by relevance? Try mapping user behavior, historical click-throughs, synonyms, engagement rates, and page rating to align customer expectations with organizational goals.

-Contextual
Users search with an intent in mind, not keywords. Additionally, no two users search the same query in the same manner. For example, one user may search ‘how to use Spotify on iPhone’ while another may enter ‘Spotify for iPhone.’ Regardless of the way a search query is phrased, the answers here must be limited to Spotify on iOS.

Understand the context and intent of a customer’s query based on the type of device, location, time of day, customer journey stage, etc. As a result, you’ll score big on CX regardless of a query’s permutations and combinations.

-User-Centric
An efficacious content strategy always places customers and their journey at its heart. While crafting a content experience, it’s paramount to understand your audience and their goal. You need to understand how your users think and make decisions to devise a foolproof content strategy.

-Connected
A customer’s journey commences the moment they interact with a brand. The hidden pathway to acing customer experiences is to optimize and integrate processes and interactions across all touchpoints throughout the journey.

Organizations can also map this journey to keep the forthcoming content pieces from becoming a dead end. For example, a customer lands on your website by clicking a banner about an upcoming webinar on the customer community. Once the user interest has been identified, you can proactively build an upsell or cross-sell strategy.


Looking to Double Down On Content Experience?

By now, you must be well aware of the value of creating quality content that drives continuous engagement. But devising an efficacious content experience strategy is easier said than done. The siloed interactions across a customer’s journey thwart the content experience.

If you are also sailing in the same boat, then join our upcoming webinar where Steve Jacobson, Founder and CEO, Appinium, and Alok Ramsisaria, CEO, Grazitti Interactive, will shed light on the importance of gaining a comprehensive understanding of your customers. They’ll also unveil the secrets of taking brand advocacy and loyalty up a few notches with a little nudge from cognitive technology.