When it comes to creating content experiences, sales and marketing teams need to consider the elements that will help them create better content experiences for their audiences and potential customers. In this blog post, we’re diving into what those elements are and how you can take steps to build better content experiences for your ideal customers. Creating great content is essential for any marketing initiative – let’s explore how you can make sure your content stands out from the rest.
Understanding Brand Experiences
Think about some of the most memorable experiences you’ve had with a brand.
What makes them stand out in your mind? What made those experiences so special?
Was it the level of personalization or the feeling that you were being catered to as an individual?
Maybe it was the way that the content, solution, or activity was presented to you or the overall tone and feel of the experience.
When you’re creating brand experiences, it’s important to think about how you can frame them in a way that will resonate with your audience. What type of experiences will leave them coming back for more? Or, what type of experiences will have them telling friends and family about how great your organization is?
What is a content experience?
A content experience is the way that a piece of content makes someone feel.
It’s the overall tone and approach that you take with your content, how you present it, and how you make people feel when they interact with it.
Creating great content experiences means taking a step back to understand what kind of feeling or reaction you want your content to elicit and then reverse-engineering the experience to make sure that everything from the copy to the visual elements work together to create that feeling.
It’s important to note that a content experience is not just about creating great content, but also making sure that the journey or path that someone takes to find your content is just as seamless and thought out.
You want to make sure that you’re not just creating amazing content, but also making it easy for people to find and consume.
Key Elements of Great Content Experiences
Here are a few elements that you should consider when thinking about how to create better content experiences:
- Personalization
- Content Journey
- Visual Elements
- Tone and Voice
- Overall feeling or reaction
By considering these elements, you can start to build out content experiences that will resonate with your audience and help you achieve your business goals.
Creating Personalized Content Experiences
One of the most important things to consider when creating content experiences is personalization. In a world where we are bombarded with content, it’s important to make sure that your content stands out and feels like it was made just for the person consuming it.
There are a few ways that you can personalize content experiences:
- Use data to segment your audience and create targeted content
- Consider the different stages of the buyer journey and create content that meets people where they are
- Use dynamic content to make sure that each person sees relevant information based on their individual needs
- Pay attention to the overall tone and approach of your content and make sure it’s in line with your brand
By personalizing content experiences, you can make sure that your content is more relevant and engaging for the people who see it.
Mapping Out the Content Journey
Another important element to consider when creating content experiences is the content journey. This is the path that someone takes to find your content and consume it.
You want to make sure that you’re making it easy for people to find your content and that the journey feels seamless.
A few things to consider when mapping out the content journey are:
- How people will find your content
- The order in which they will consume it
- What other pieces of content they will need in order to fully understand the message
- How you can make the experience more interactive
By thinking about the content journey, you can make sure that your content is easy to find and consume.
The Visual Elements
Another important element of content experiences is the visual elements. This includes everything from the images to the overall design of the piece.
Visual elements are important because they can help set the tone for the piece and make it more engaging.
A few things to consider when thinking about visual elements are:
- The colors that you use
- The images that you choose
- The overall layout and design
- How you can make the experience more interactive
By considering the visual elements, you can make sure that your content is more engaging and you can use design elements and layout to help them prioritize information and key takeaways.
Tone and Voice
The tone and voice of your content are also important elements to consider when creating content experiences. The tone is the overall feeling or attitude of the piece, while the voice is how you express that feeling.
You want to make sure that the tone and voice of your content match the overall brand identity and that they are consistent throughout the piece. A few things to consider when thinking about tone and voice are:
- The overall feeling or reaction that you want people to have
- How you can use language to express that feeling
- The level of formality that is needed to effectively communicate your message
- How you can be consistent with the overall tone and voice of your brand
By considering the tone and voice, you can make sure that your content is more consistent and that it effectively communicates your message.
By considering these elements, you can start to build out content experiences that will resonate with your audience and help you achieve your business goals. Creating personalized experiences, mapping out the content journey, and paying attention to the visual elements and tone are all important steps that you can take to build better content experiences.
Creating Content Experiences that Convert
For many content pieces, the goal is to drive conversions by moving the potential client through the various phases of the buying journey. In order to create high-converting content, there are several tactics that sales and marketing teams can implement to drive conversions throughout branded content experiences.
Motivate buyers with emotion
One way to create content experiences that convert is to motivate buyers with emotion. This means using emotional language and stories to connect with the reader on a personal level.
When you can tap into emotions like fear, happiness, or even anger, you can more effectively motivate people to take action.
Use social proof
Use social proof like testimonials, case studies, or even customer reviews to show the potential buyer that other people have had success with your product or service.
When you can provide social proof, it helps to build trust and credibility with the potential buyer.
Create a sense of urgency
Use language or design elements that encourage people to take action now to help create a sense of urgency in your content. This can often motivate people to take the next step in the buying journey.
Provide Clarity
One of the primary goals of your content should be to create clarity around your offer. This means clearly explaining what your product or service is and how it can help the potential buyer. Don’t just tell them you can solve the problem, show them how they will feel once they have worked with you to solve their problem.
Reduce Anxiety Around the Decision
Anxiety is a common feeling that people experience when they are making a purchase. This is often due to the fear of making the wrong decision or not knowing enough about the product.
When you can provide clarity and reduce anxiety around your offer, it can help increase conversions and reduce the potential for buyer’s remorse.
By considering these elements, you can create content experiences that are more likely to convert. However, it’s important to remember that every buyer is different and that you need to tailor your content experiences to meet the needs of your ideal customer.
When you take the time to create personalized content experiences, you can increase leads, sales, and even customer loyalty. If you’re looking for more ways to create high-converting content, contact us today. We specialize in helping brands create personalized content experiences that drive conversions and help them achieve their business goals.