Just making content isn’t enough for a brand to really stand out.
What’s become super important is creating a kind of content experience that sticks with you, teaches you something, and is actually fun.
I’ve seen firsthand that brands like Red Bull, HubSpot, and Airbnb are way ahead in this game.
They don’t just throw information at us; they pull us into stories that grab our attention and stay with us long after.
I’m really keen to dig into this idea more.
These brands have shown that it’s possible to not just catch someone’s eye but to keep them engaged, turning people who just browse into real fans.
Let’s dive into understanding what makes their content so engaging and see what tricks we can pick up to make our own content just as impactful.
I’m excited to share with you what makes a content experience not just something you glance at, but something you remember and connect with.
Why Content Experience Matters
Why does content experience matter, you ask?
Let’s dive into a little secret that’s not so secret anymore: content experience is the backbone of digital marketing success, especially when we talk about engaging audiences and boosting those coveted conversion rates.
Now, let’s sprinkle some stats to spice things up.
Did you know that articles with a mix of text, images, and videos not only capture attention but significantly increase backlinks and unique page views?
That’s right, incorporating visuals can result in a whopping 555% increase in backlinks and a 259% boost in unique page views.
It’s like telling your B2B buyers, “Hey, I’ve got not just the info you need, but I’ll make your experience absorbing it as smooth and engaging as silk.“
Speaking of B2B decision-making, let’s not forget how today’s professionals consume content.
With smartphones accounting for over 70% of retail website visits and e-commerce transactions making up over 20% of global retail sales, it’s clear that the digital landscape is where decisions are made.
And for B2B?
It’s all about delivering that top-notch content experience, where 87% of marketers prioritize informational needs over sales messages.
This approach not only respects the intelligence and needs of B2B buyers but also guides them gently down the funnel, turning interest into action.
So, why does content experience matter?
Because in a world bombarded with information, providing a meaningful, engaging, and easy-to-navigate content landscape isn’t just nice to have; it’s crucial for catching and keeping attention, facilitating informed decision-making, and, ultimately, driving conversions.
Content Experience vs. Content Marketing
Imagine you’re at a party.
Content marketing is like that person who tells fascinating stories, drawing everyone’s attention.
They talk about the wonders of their travel adventures, their gourmet cooking skills, or the time they saved a kitten from a tree.
Their goal?
To make you like them, trust them, and, hopefully, invite them for coffee sometime (or, in business terms, buy their product or service).
Now, enter content experience – this is the entire vibe of the party.
It’s the music, the lighting, the assortment of snacks, and yes, the quality of conversations.
It’s not just about telling great stories; it’s about creating an environment where stories come to life, interactions feel meaningful, and everyone wants to stay longer and come back for the next party.
So, speaking the marketing language, the content marketing:
- Tells stories through blogs, videos, and podcasts.
- Aims to promote a brand.
Content experience:
- Creates the entire journey, making sure you’re engaged and entertained.
- Goes beyond just catching your eye; it’s about making you feel like part of the story.
It’s not just about drawing you in; it’s about making the ride so thrilling, you never want to leave.
Content experience takes a comprehensive approach, weaving itself through every stage of the buyer’s journey.
It ensures that from the moment potential customers discover you, to the time they decide to make a purchase, and even after that, they’re engaged, informed, and entertained.
Data shows that brands focusing on the full content experience, rather than just marketing, see higher engagement, longer-lasting customer relationships, and, ultimately, better conversion rates.
Why? Because when customers enjoy the journey, they’re more likely to stick around for the destination.
So, while content marketing gets them to the door, it’s the content experience that invites them in, makes them feel at home, and keeps them coming back.
How to Build a Solid Content Experience
Building a solid content experience is a systematic process that involves several key steps, designed to ensure your content not only reaches your target audience but also engages and converts them effectively.
Let’s walk through these steps to create a strong content experience:
Step 1: The Content Audit
Begin by conducting a thorough review of your existing content to evaluate what types of content have been most effective in engaging your audience.
This involves analyzing performance metrics to identify which pieces have driven traffic, generated leads, or encouraged user interaction.
The goal here is to understand what works well so that these successes can be replicated and scaled.
Step 2: Formulating the Content Strategy
Once you have a clear understanding of your content’s current landscape, the next step is to develop a comprehensive content strategy.
This strategy should outline your content goals, target audience, content themes, and channels for distribution.
It’s important to align your content strategy with your business objectives and audience needs, ensuring that your upcoming content is both relevant and purposeful.
Step 3: Content Creation
With a strategy in place, move on to creating high-quality, engaging content.
This phase focuses on producing content that not only resonates with your target audience but also encourages interaction and engagement.
Whether it’s informative blog posts, compelling videos, or insightful infographics, the content should be crafted to meet the identified needs and preferences of your audience.
Step 4: Strategic Distribution
Creating great content is only half the battle; you also need to ensure it reaches your audience through strategic distribution.
This involves leveraging various channels, such as social media, email marketing, or your website, to promote your content effectively.
The distribution strategy should consider the best times to publish and promote content, maximizing visibility and engagement.
Step 5: Results Analysis
Finally, it’s critical to analyze the results of your content efforts.
This means reviewing engagement metrics, conversion rates, and other key performance indicators to assess the effectiveness of your content and distribution strategies.
Based on these insights, you can refine your approach, making adjustments to your content creation and distribution tactics to improve future performance.
Following these steps will help you build a strong content experience that not only engages your audience but also drives meaningful results for your business.
The key to success lies in continuous optimization, ensuring that your content strategy evolves to meet the changing needs and preferences of your audience.
3 Examples of Brands with Remarkable Content Experiences
Oh, there are some brands out there creating content experiences that are nothing short of remarkable!
They’re like the rock stars of the content world, each with their own genre of storytelling that keeps their audience coming back for more.
Take Red Bull, for instance. This brand has soared beyond just selling energy drinks; it’s a publishing powerhouse that delivers exhilarating content experiences.
From breathtaking action sports events to compelling documentaries about extreme athletes, Red Bull crafts stories that pulse with energy and excitement, engaging its audience through adrenaline-pumping adventures.
Then there’s HubSpot. It’s like the university of content marketing, offering a wealth of resources that educate and empower businesses.
With its blogs, webinars, and free courses, HubSpot has built a content empire designed to help marketers and sales professionals sharpen their skills.
It’s the go-to source for insights on inbound marketing and sales strategies, demonstrating how educational content can also be engaging.
Airbnb is another brand that has masterfully created an engaging content experience but with a cozy, heartwarming touch.
Through its “Stories from the Airbnb Community”, the brand shares inspiring tales of hosts and travelers from around the globe.
It’s a brilliant way to showcase the unique experiences Airbnb offers, making you feel like you’re part of a larger, adventurous family.
Each of these brands showcases the power of content that goes beyond promotion to create immersive, engaging experiences.
Whether it’s through the thrill of adventure, the pursuit of knowledge, or the warmth of shared stories, they prove that remarkable content experiences can truly resonate with and captivate an audience.
Key takeaways
The big takeaway here is that making your content memorable isn’t just about the info you share.
It’s more about making a genuine connection with your audience, getting them to see value in what you’re saying, and keeping them engaged.
As we finish up this look into content experience, it’s pretty clear that any brand, whether it’s huge or just starting out, can make awesome content experiences if they go about it the right way.
It all comes down to really knowing who you’re talking to, using stories effectively, and always looking to make things better based on what people say and how they react.
