How to improve the content experience
We all want to feel that extra bit special when we walk into a shop or a restaurant. But deep down we know that (in most cases) everyone is made to feel that way.
Sitecore Optimisation Consultant MVP Strategist
Regardless, that doesn’t mean it’s not a nice feeling to receive that special treatment and come away with a positive customer experience
The same applies to the online world. Digital experience, content experience. Call is what you will, but a business providing positive outcomes not only stands out from the crowd but is a step closer to building a loyal following and increasing engagement.
But how do you create a long lasting, engaging and memorable content experience? We’ve put together some pointers on how you could achieve this.
1. Know your audience
It’s that old cliché again. And the reason it keeps cropping up is because it’s true. Understanding your audience means knowing what they’re interested in, and what they need.
This is crucial for creating content that resonates. A great way to have a better understanding of your customers is to use analytics and survey data. This will give you insights into your audience’s demographics, preferences, and behaviours.
2. Create quality and engaging content
Creating quality and engaging content is the most important factor in delivering a memorable content experience that drives conversions.
Whether short form or long form, make sure your content is well-researched, accurate, and engaging. Focus on providing solutions to your customers’ needs. Offer additional ‘content value’ to your customers by showing personalised content on the path to conversion.
Remember. There’s good content and there’s great content! Focus on the latter.
3 Optimise for the best readability
There’s so much competition out there. And with that comes a lot of content. Try to use clear and concise language.
Format your content in an easy-to-read format. Make sure you include headings, subheadings, bullet points, videos and images (where relevant) to break up the text and make it more visually appealing.
4. Make your content accessible
Think about all potential users including those with sight and hearing disabilities. Use alternative text for images and descriptive headings for audio content. Doing this will:
Make your website as inclusive as it can be
Improve your website’s health form a technical SEO perspective
5. Encourage interaction
Encourage your audience to engage with your content either through your website, social media, or both.
Include calls to actions (CTA). Ask for feedback. Respond to comments or even include games and prize draws. This will create a sense of community and encourage continued engagement - especially if you have something great to offer.
6. Continuously evaluate and optimise
By continuously evaluating and optimising your content, the experience you offer will improve over time. Use analytics to measure engagement and feedback from your audience to identify areas for improvement.
What are the benefits of improving the content experience?
Providing clear and concise information can drive traffic, increase reader engagement and reduce your bounce rates
Using images and videos can enhance the overall aesthetic and make the content more appealing
Using engaging language, strong CTAs and other approaches can increase the chances of conversions and drive more traffic to your website
Showing tailored content can lead to increased customer satisfaction, loyalty and advocacy
Real world examples
Here are a few real-world examples of companies that have successfully improved their content experience.
Airbnb provides an excellent content experience with high-quality images, reviews, 360-degree virtual tours, and detailed descriptions of properties.
Netflix has developed a recommendation algorithm that suggests content based on users' viewing history.
This algorithm considers not only what a user has watched, but also how they’ve rated it. This ensures all recommendations are tailored to everyone's preferences. It also has a user-friendly interface that makes it easy for users to find and consume content. You can even download your favourite shows and watch them without an internet connection.
As well as good product descriptions and loads of customer reviews, Amazon also has an intelligent search algorithm. This helps users quickly find the products they’re looking for.
Coupled with a recommendation system that suggests products based on users' purchase history, the overall Amazon experience is very positive.
Working with Codehouse
Our experienced team of experts review user journeys and paths to conversion to build websites that drive conversions. We also help our customers with getting the best from their content strategy so they can achieve their digital goals. If you have a digital project in mind, get in touch.
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