People prioritize experiences, not things.
Online, we experience through content. By masterfully presenting your content, you have the ability to provide unique experiences for your audience. And in today’s world, experiences take priority over things. The future of Content can be experienced in new and exciting ways. Here are just a few of them.
User Experience Begins With People
Remember, your users are people. And people are people, whether they are offline or online. User experience begins with, ends with, and completely revolves around people.
A study by Microsoft reveals the average person’s attention span is shorter than a goldfish, 8 seconds.
The plus side? Frequent multi-screen users are better at multitasking. The digital lifestyle revolutionizes user habits.
By understanding your target audience’s digital behavior, you can provide relevant content and effective marketing campaigns that will warm people up from a lead to conversion.
BridgeCorp refers to this strategy as people-based marketing – a humanized approach to creating meaningful, engaging content according to people-based data.
A burger joint can have the best burgers mankind has ever seen. But if the restaurant is shabby, odorous, and unkept, no one will step foot in that restaurant.
User-Experience (UX) design is like the presentation of your restaurant (website). Having an easy to navigate and understandable website will help users get down to what really matters, your delicious burgers (content).
No longer just a sleek design and a fun, interactive menu bar (though these definitely never hurt), content is inseparable from the user experience.
While we define content as anything and everything you do online, Moz’s definition of content best suites a people-based marketing focus:
Use UX To Deliver Delightful Experiences
UX design is used to deliver content to your audience in a fun, easily consumable manner. But content is more than just words in a blog post or pretty graphics in an infograph.
Content, combined with user experience, delivers delightful experiences for your audience.
Content Marketing Institute explains what bringing your content to life is all about:
“letting your audience experience your product or service prior to making a purchase and guiding those who take the leap to further consider your product or service.”
One example of great content experience is Ikea’s release of their app that lets consumers digitally preview furniture in their homes via virtual reality.
In today’s digital world, user-experience is created by how you craft the presentation of your content. With tools like UX, people-based marketing, and personalization, you can tailor unique content experiences for your audiences that will bring results.
This article is part of our “Future Content" series where we write an article for each letter of the phrase. “Future Content” explores what the future may hold for your online content.
Click below to read more articles in the “Future Content” series: