4 Steps to Consider When Creating a Content Strategy
On average, American consumers make 70 choices a day and are bombarded with seemingly endless options across every day tasks and purchases. While the choices may seem limitless, there is often a lack of relevance to the customer, a lack of differentiation among products and muddled messages between brands. As a result, many consumers have signaled a desire to escape all the clutter and noise of today’s marketplace and simplify life with a less-is-more aesthetic. But that message hasn’t hit home for brands and marketers yet.
In fact, most brands are churning out more content than ever before in the form of landing pages, blog posts, whitepapers, infographics and interactive media (video, photo, etc.). According to the Content Marketing Institute, content marketing has undergone a major boom in recent years, with 88 percent of marketers using it and 51 percent planning to increase their spending in the next 12 months. However, 55 percent of marketers don’t know what content marketing success looks like and don’t know how to measure their results — leading many companies to question the effectiveness of their investment.
While producing relevant content is critical to ensuring your messages reach the end user, if not managed properly, the barrage of content can be to the detriment of your website, and ultimately, your customers. Many brands wrongly believe that the more content they produce and host, the higher ROI will be for their website. In reality, the flood of content being developed has a negative impact on user experience (UX) resulting in bloated, cluttered websites with lagging traffic, low engagement and decreased conversation. Simply put, the rising volume of content isn’t empowering — it’s overwhelming and could be hurting your bottom line.
Many marketers today are unfamiliar with the UX and therefore, don’t consider it when developing their web content strategies. They know that their audience wants to consume and interact with content, but they don’t have a UX strategy in place to ensure that site visitors are able to access the content they want at their exact time of need. To refine their sites and engage the customer, UX must sit at the center of their online content strategy. Taking a step back to create a UX strategy that supports a brand’s story and unique differentiators is critical to online customer engagement and retention.
Mimi Young is the co-founder of Behavior Design, an award-winning boutique interactive design studio whose roster of clients has included HBO, JPMorgan Chase and the Solomon R. Guggenheim Museum.