Content Experience

Content Experience is defined as the experience prospects and customers have when they access, consume, share and interact with marketing content.

Marketing content includes everything from videos, websites, blogs, ebooks, podcasts, webinars, social media posts, white papers, newsletters, packaging instructions, chat scripts, etc.

All marketers- consciously or unconsciously – are creating content experiences for their prospects and customers whenever they create any of these types of content. The question is –  how positive or negative is that experience?

Positive content experiences- where audiences can easily access, consume, distribute or share, and engage with the content – seamlessly across devices, platforms or channels – can greatly improve brand engagement, and marketing ROI; and are an integral part of the larger customer experience.

3 core aspects of Content Experience include:

• Content organization: Is it well-structured and stored so as to be easily discoverable and accessible to the right individual at the right time?
• Content relevance: How relevant, personalized, contextual and real-time is the content for the individual prospect or customer at each stage of their buying journey?
• Content engagement: How effective is the content experience in keeping the audience engaged, retained and responding in the desired way at different stages in their buying journey?
   

Customers rely on content at every step of their purchase journey to make better decisions; ad they consume content on a variety of channels, platforms and devices.  To leverage content as a way to deliver delightful brand experiences to prospects and customers, marketers need to have not just well-rounded content mix in place, but also make the right content easily discoverable, accessible, and sharable at the right time to the right prospect - irrespective of the device, channels and platforms. 

Content Experience tools and platforms help marketers to create and deliver these positive, personalized and relevant content experiences at scale and in real-time.

To get you started with style on your Content Experience journey, a great starting point is MarTech Advisor’s Content Experience Explainer Series. Issue 1 is now available here. You can also dip into the basics of Content Experience and learn how to use it for marketing success as well as explore the nuts and bolts of how to get started with Content Creation on these pages- essential reading for all marketers

Scroll down for our top picks and content ranging from articles to interviews to podcasts around Content Experience.