Content marketing has become standard operating procedure for many organizations. However, it’s becoming increasingly important to focus on the “content experience.”
Content marketing encompasses the creation, distribution and analysis of content, whereas a content experience focuses on the content’s environment, structure and level of engagement. From banners and chatbots to pop-ups and video, all of the ways a visitor engages with a brand while consuming content is considered part of the user content experience.
Here’s what goes into creating a content experience:
It’s essential that marketers consider the appearance of their content. Marketing agencies should create content that is easy to comprehend and consistent with brand guidelines, such as colors, fonts and image style. The content’s environment is important because it directly impacts whether or not visitors will continue to engage.