When creating content, it’s also important to consider the experience that people have when consuming it. How easy is it to find what they need when they need it? What should they do next?
Consider the Buyer’s Journey
Consider the Experience of Your Audience – Make it a Good One!
Where someone is in the buying process determines what type of content they may need. For example,someone who is already a customer has different needs than someone researching a problem your product solves. Trying to include content for both those audiences together makes it less useful for each of them.
When you’re creating a content experience, consider guiding people along the journey – now that I know this, what is the next thing I need and have that next step right there for them. You might think it’s obvious, but people don’t like to hunt around for what to do next – often that means they just hit the back button and go somewhere else.
Quality is Better than Quantity
Create Better Visuals = Quality is better than quantity in your content.
Visual content is so important these days to your audience. 94% of first impressions are based entirely on how your content is designed. It has to look good and resonate with your audience. If you deliver content that feels rushed, cheap, or too stock-image heavy, you’re likely not giving your audience a great experience. Spend time creating quality visuals, but do so in a way that they can be reused and repurposed. Creating templates is one way to do this that makes you look good and also saves you time.
Know and Understand Your Ideal Customer
Deliver the right content at the right time to the right client. – You can’t be all things to all people.
Understanding your customers’ content needs is key. And that means starting with really knowing who your customers are, what they value, and what their problems are. Once you start speaking directly to this customer in your content, the experience they have will be better. You can deliver the experience in a number of ways. It might be a how-to video, a fun interactive quiz, a blog, or simply having a great explanation of what it’s like to work with you.
The sales process has changed dramatically as technology has evolved because today’s buyers are researchers. They want to know a lot more information before they ever contact you. So your content should take into consideration who your client is and the various stages they go through in the buying process so you have the right quality content they need when they need it, and that makes for a great experience.
Links in this episode:
10 Content Experience Mistakes To Stop Making (and Ideas for Fixing Them)
What They Need, When They Need It
How To Build Know, Like, And Trust
