Can the content be epic if the content is experienced?
Quality content is great, but that’s only part of your audience experience.
We asked the experts present at ContentTECH Summit this March about what marketers are doing (or not doing) preventing their audiences from having satisfying content experiences. Their answers cover internal and external factors, from how content is created to how it is distributed. (Several people also shared what marketers are doing right.)
Here are some mistakes that content marketers often make.
Table of Contents
1. Random Distribution
The challenge for every marketing team is that the customer content experience is often fragmentary. Customers look at a variety of sources when they don’t get the answers they want. To stand out in that niche, be the brand that asks customers what is relevant to them and then delivers that content through a quiz, content filter, or even a newsletter. chatbots . – Zontee Hou chief strategy officer, Persuasion & Transformation
2. Not considering the entire content journey
Most marketers underestimate the work involved in creating epic content experiences for customers, especially if you consider the experience beyond just one piece of content. Then it becomes a journey where you have to consider the different levels of experience and knowledge of your visitors. Their experiences will be different, and your content needs to take that into account. – Jeff Coyle co-founder and chief strategy officer, MarketMuse
3. Forget the real person
It’s easy to get caught up in the excitement of an epic content experience and not know how real customers will interact with it. Do some more personality research or customer’s feedback throughout the creation process can help you see if you’re on the right track. – Ali Orlando Wert director, marketing strategist, SmartBug Media
4. Don’t invest in content personalization technology
When customer service unsuccessful , nothing else matters. If customer service can’t meet the customer’s needs, the customer experience until then should be fine. Among the reasons for customer service failure: 1. limited staff training, 2. limited, predefined scenarios, and 3. shortage of staff.
Therefore, customer service not personalized. If a company does not have the technology to content personalization , creating content tailored to the needs of a particular customer becomes very expensive. Therefore, many companies prefer to use generic content. However, generic content doesn’t address the needs of a particular customer in a particular situation, which leads to unhappy customers and potentially lost revenue. – Alex Masycheff CEO, Intuillion
General #Content doesn’t & # 039; doesn’t address the needs of specific customers in specific situations, which means unhappy customers, said @DITAToo1 via @CMIContent. #ContentTECH Click to post a Tweet
5. Ignore other internal content creators
Marketers fail to create epic content experiences for customers by not bringing their organization’s other content creators into the conversation. Often times, writers closer to the product, such as technical writers or content designers, can highlight business values and customer stories that are unknown to marketers. What marketers do right is the ability to innovate in the form, language, or delivery of content, which is often too old to come from other groups of content. – Gavin Austin lead technology writer, Salesforce
Marketers fail to create a great #content experience for their customers when they don’t & # 039; don’t chat with other creators in their organization, @GavinAustinSays via @CMIContent said. #ContentTECH Click to post a Tweet
6. Image processing as an afterthought
While content marketers understand the power of visual content and are prioritizing visual content more than ever, those same marketers often also put quantity over quality. But 94% of first impressions are based entirely on how your content is designed . If you provide rushed, cheap or excessive content heavy stock-image , you may not be giving your audience an epic customer content experience. – Amy Balliett senior member of visual strategy, Materials
If you deliver # content that feels rushed, cheap, or overly visual, you’re not giving your audience an epic movie of customer experience, @AmyBaliett said via @CMIContent. #ContentTECH Click to Tweet
7. Reduce the environment of the content
The big shortcoming here is that they don’t focus on the actual experience. Creating great content is hard work, but it’s still not enough. We have to think about the environment it lives in, the way it lives structured to match other relevant content and how we get people to engage with it, or a strong CTA. – Randy Frisch CEO and Co-Founder, Uberflip
Create #content isn & # 039; enough. We have to think about how it fits into other relevant content and how we force people to interact with it,” said @RandyFrisch via @CMIContent. #ContentTECH Click to Tweet
Number 8. Let the ego drive
Marketers fail to create epic content experiences when they allow selfishness or ego to overwhelm usefulness. Great can be shared, but useful is purchased. When content marketers put buyers first, they create CRAP (short, relevant, and persuasive) content that leads to conversations that convert into customers. – Tom Martin president, Converse Digital
9. Ignore real customers in content planning
One of the biggest failures we see is that marketers don’t fully understand their audience’s content needs. For example, hold a personal webinar for their internal audience with zero participating customers. This is a missed opportunity and leads to misdirected and wasted content efforts and poor experience.
Once you really know your customers and what they want, moving from good to epic involves mapping the journey in detail and identifying what’s most useful, memorable, and evergreen. best content experience you can deliver in a way that suits what they want. It could be FAQs that answer all the questions they have, video tutorials, fun interactive quizzes, blogs, or any other selection of content solutions.
On a positive note, many marketers are now working closely with their CIOs to develop the technology platform needed to support great customer content experiences. Smart marketers are also honing their skills in tools to improve experience delivery. Marketing automation, content attribution models, social listening and interactive content solutions are just some of the technologies that can help take you from good to epic. – Karen Hesse founder and CEO, 256
10. Treat content as product advertising
Failure is not understanding that your product pitch should never be considered content. On the plus side, marketers are using internal forces to communicate with customers. – Rob Walch VP of Enterprise and Platform Partnerships Libsyn, Libsyn
Create epic experiences
This is the TL version; DR’s advice from the presenters of this ContentTECH Conference: Never forget to put your customers first in what you do – plan, create, deliver, and grow your content marketing. It’s the only way to create epic content experiences.
Cover photo by Joseph Kalinowski / Content Marketing Institute