You’re used to hearing about user experience and digital experience. But what about content experience? EContent interviewed Randy Frisch, CMO and co-founder of Uberflip, a B2B content experience provider, about what content experience is and how it fits into the overall user experience.
Q: Can you start by defining “content experience” in your own words?
A: We’re all obsessed with better experiences. We cut our cables for Netflix because it delivered a better recommendation experience; we switched from Walmart to Amazon for the experience, and we buy the most tedious furniture to build from Ikea because they display it in an amazing in-store environment. The same reasons that these customer experiences win, are the reasons a content experience will help you win or lose. We are all delivering a content experience—even if we haven’t focused on it. The question is whether we’re delivering one that embraces or turns away our customers. Content experience ultimately looks at the environment in which we serve our content, the structure in which we organize it, and the way we compel people to engage through elements like personalization.
Q: How does it relate to digital experience and customer experience?
A: Content experience, digital experience, and customer experience are one and the same. The content experiences we create, whether digital or offline, set a precedent for the overall customer experience and have a major influence in converting and retaining customers. These experiences fuel lead generation, ABM campaigns, social media ads, event follow-up, and product launches. The experiences we create are what help make our—and any—brand cohesive and memorable throughout the customer experience.
Q: How should content marketers be thinking about content experience as part of their strategies?
A: It’s a safe bet to say that most content marketers today have a grasp on the idea that content creation is important. Many would even argue that having good content is an essential part of modern marketing.
However, whether you’re producing videos, blogs, webinars, or any other manner of content, merely having a quality piece of material isn’t cutting it anymore. As marketing has evolved, consumers have evolved with it, and it’s becoming clearer that another form of clever advertising isn’t enough. Consumers are looking for an experience, and with some creativity, you can provide that stellar experience.
Rather than viewing your content as a bridge between your customer and your product, your content can be an encompassing experience that engages the customer throughout the entire process. Once you’ve achieved a sale it doesn’t need to end, you can provide content that continually connects with and educates your customers, building a stronger relationship that in turn will only benefit everyone involved.
Q: What advice do you have for marketing teams just beginning to think about content experience?
A: I’d advise marketing teams just getting started to hire someone to manage the content experience. As we outline in one of our recent ebooks, Who Owns the Content Experience, it really touches all areas of the business. As a result of this, if someone is not directly responsible for maintaining a consistent, engaging and memorable content experience then there is more of a risk for gaps and friction in the experience causing customers to fall through the cracks.
