Content experience, or how to take care of the reception of our content

What is content experience?

In simpler terms, it defines on one hand the recipient’s emotions, and on the other hand their actions taken as a result of encountering the text, photo, graphic, or video material.

Content experience is a very broad concept that encompasses not only how content is created and presented to the user but also its interactivity, level of personalization, level of engagement and how it reaches the internet user. It’s significance is enormous – it is a key element of marketing strategy, influencing the satisfaction of the recipient, building positive experiences, and increasing the conversion rate. All of this can strengthen the brand image, improve its visibility on the internet, and contribute to increased revenue.

Content experience and content marketing

Content experience and content marketing are concepts that are often confused or considered synonymous. However, in practice they represent two distinct approaches to content creation.

• Content marketing focuses on attracting the attention of recipients by creating valuable, interesting, and educational content that helps build a positive brand image, generate leads, and increase website traffic.
• Content Experience allows providing recipients with positive and engaging experiences while interacting with the content. It pays attention not only to its quality but also to the presentation, reception, as well as the needs and expectations of users.

You can say that content experience represents the evolution of content marketing, enabling companies to create and promote content in a more comprehensive and strategic way.

Content experience – examples

To better understand what content experience really is, it is worth using examples. We have chosen two that show how companies can design and deliver engaging content to users.

Netflix

This popular streaming platform not only cares about the quality and diversity of its content, but also offers personalized recommendations, delivering content tailored to users’ preferences. What’s more, it provides a simple and intuitive navigation, as well as categorization, which significantly improves user experiences.

Red Bull

A globally renowned producer of energy drinks has taken the content experience to a whole new level, not only by presenting exceptionally original advertising content, but also by utilizing YouTube as a platform to build their brand (publishing videos of extreme challenges and various sporting events) and social media (providing a space for interaction with the audience and gathering a massive community of extreme sports enthusiasts).

What does content experience consist of? 3 key elements

Content experience is still in the research and development phase, but we can already identify its 3 key elements – content organization, visual presentation, and personalization.

Content organization

The key to effective building of positive experiences using content is their proper organization. They should be easily accessible to users, which is why it is crucial to create an appropriate website structure that is divided into categories and has intuitive navigation.

It is also important to properly connect the content that is located in different places – for example, on the website, social media, or YouTube.

Visual presentation of content

In English: The content experience is not only about quality, but also about the presentation of the content. They must be visually attractive to catch the eye, engage users, and evoke emotions. That is why interactive and multimedia elements such as videos or infographics play such an important role here.

It is also worth noting that all types of published content should be adapted to mobile devices and the loading time should be as short as possible. All of this will allow for building positive experiences for recipients.

Content personalization

In order for content to create the best user experiences, it must be tailored to their needs and preferences. This will make it much more useful and engaging, and will also strengthen the relationship between the customer and the brand.

Personalizing content is not easy, but analyzing previous interactions and choices of users, or customizing content based on their age or location (such data can be obtained using tools like Google Analytics), proves to be extremely helpful in this regard.

How to take care of content experience? A few good practices

If you want to leverage the huge potential that lies in content experience, you should adhere to several proven practices. First and foremost:

• take care of personalizing the content, adapting it to the needs and preferences of the audience;
• use various formats, such as texts, graphics, videos, or podcasts;
• use CTAs and interactive elements to increase user engagement;
• ensure proper organization of content (e.g., through categories on the website) and make it easily accessible to internet users;
• adapt your content to mobile devices to display correctly on smartphones or tablets;
• use internal linking on the website to facilitate users’ access to the content they are interested in;
• encourage users to share their opinions and share content on social media; ensure content consistency on all platforms where you are present;
• tailor content to different stages of the purchase journey;
• analyze the effectiveness of your content and monitor conversions and engagement metrics;
• maintain high-quality content and update it regularly.

All of this will allow you to build positive user experiences and gain confidence that your content will be received in the right way. The result? Improved brand image and trust, increased conversions, and better visibility on Google.