We talk a lot here about content marketing, which is about creating relevant content for your target audience in order to direct them towards your main objective and become a reference in that area.
This time, the topic has a slightly different name: content experience.
Content experience is a line of thinking that aims to create rich and carefully thought-out content that provides a unique experience for the audience, guiding them not only during the purchasing process but also accompanying them for a long time. To better understand the topic, see the main points of attention:
Content chain
To provide a good content experience, it is not enough to create just one piece, in a single format, displayed in a single place. To create this experience, you also need to create a broader content environment, with different formats, to insert the user into this environment. In fact, when creating new pieces, it is important to think about how they fit into this scenario, as they must be part of the same “story”.
Creating new formats is essential. Just because you've already created an e-book on a certain subject doesn't mean that this content can't be explored in other ways, such as social brazil phone number data media posts, videos, and podcasts. After all, the same person consumes different formats depending on the situation. For example, I may prefer videos to texts, but when I'm on public transport or in the car, it's more convenient to listen to a podcast.
Question like a human being
This topic may seem strange, but the fact is that, with the ease and quality of access to data that we have today, we tend to base our decisions solely on analyzing numbers. Obviously, numbers are important for any strategy, but they cannot be the ONLY basis. After all, it is PEOPLE who will consume your content, create a relationship with your brand and, eventually, buy.
Therefore, much more than looking at reports, it is important to question your content and the experience that the user has interacting with your brand with sufficient distance, as if you were your target audience, the one you are trying to talk to:
Does this topic interest me? Why?
Is this message instructive/entertaining/necessary?
Is this site practical to use?
If I didn't know anything about what's here, would I leave these pages with any knowledge?
Would I recommend this to someone? Why?
Understand that all the answers to these questions are not answered by numbers or graphs. It has to do with feeling, experience, and living. Even if your data shows incredible numbers, if the answers to these questions are not positive, you need to rethink.
Create connection
We already know that the more personalized your content is, the more people will relate to it. This is because identification creates bonds and emotional connections, and by creating this relationship with your audience, the more loyal and engaged they will be.
Therefore, it is essential to know who your audience is and, furthermore, to understand that they are not a single homogeneous group of people – which means, therefore, that there is no single way to communicate with them. What are the profiles within your target audience? What is each cluster interested in? How does each group interact, what do they prefer to consume, and what is the most efficient communication?
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