Investing Content for
Personalized Experiences

Author: Suchi Yadav

Designation: Business Advisor - Retail

Incredible, isn’t it? Despite all the fanfare and pageantry that follows a marketing campaign from over past few years, fewer than 6% of marketer confidently claim to be executing marketing campaigns properly. With even more budget pouring into the campaigns, 92% admitted to not knowing how to exactly execute it and 2% are like us who write articles on them. The biggest pain point of all has been producing engaging content, consistently.

Success with the content is predicated entirely on your ability to consistently deliver the content that engages, resonates and adds value to user’s life. And if producing that is the single biggest problem, then you are in trouble!

Investing in Rational Content

Investment on content is wastage of money if you don’t have a well-designed campaign that maps the content experience journey with your customers’ expectations. Therefore, before you invest a lot of money and time into your campaigns, you need to have a clear vision of where and how would you head, because it doesn’t really matter how brilliantly you have designed your campaigns if the audience has no reason to come back to engage with. This is exactly here content efficacy comes into the picture, while you might be having plenty of activity going on both your owned and earned channels, the issue is what goes in between large content launches. This kind of confusion is seen basically in large brands where budget allows for more creative content to run regularly. Campaigns need to be designed as a part of the whole, becoming a peak content moment rather than the only content moment, pulling new audiences back to the constant content activity going on at the center of activity. Therefore, content is all about conveying information, knowledge and telling stories. Just like any other communication, usability should be the key consideration with any content that you create or publish on the web. It should be well-designed, written and formatted by keeping users in mind. Unfortunately, too many companies think that creating a blog and publishing is enough for success. It helps, but that’s not all as content that isn’t usable, isn’t useful.

Purposing Visual Content

One of the most critical components of creating a content is to make it’s readable. That gives a light on paying attention to the design of your page. In particular, your content should be easy on eyes and intuitive to read the skim. This goes beyond grammar and writing style, instead, it involves the focus on how the flow of your words fall and where they direct reader’s attention. It plays an important role in how readers would consume your content. Content and Design has always been a chicken and egg controversy. Design needs content, content needs design, but communication between them is not smooth. It is very necessary that they speak each other’s language if they want to work harmoniously. If ‘great content’ is the bar you are reaching for, you can’t have a mediocre design. The second-biggest challenge is to create a design for the campaign content that not only looks good but also converts well. Conversion optimised design is where Design Theory meets conversion rate optimization principle. The result is happier user and profitable business. Now the question arises, how to use Design Theory knowledge to optimize your landing page conversion rates. When marketers create a design, their major concern is User Experience, colors, typography and layouts that help build a powerful brand image. Therefore, designing pages that have strong visual hierarchy will go long way towards improving your brand presence and conversion rates. It has to catch the attention of the right prospect and hold it. A good design would help you speak to your prospect in a memorable way, and it stands the best chance of getting noticed. Good design can add gasoline to its ability to drive conversion.

Therefore, a good design will underscore the messaging that you wish to convey. This links the importance of design in branding, simultaneously it’s also about the power of design to drive home a message and evoke a response. Regardless of every piece of campaign, you release, but if it doesn’t load within seconds, it would undermine your work and good impressions.  If the design incorporates large images and other elements that slow your load time, it will negatively impact your User Experience.

Stated by Director of Content Marketing Institute, Mr. Joseph Kalinowski – Having a weak or unappealing design could cause your content to be totally skipped and lost in the feed.

Images, videos or layout of your design should be such that it gets best chance to let your campaign noticed. It is very important to understand that key goal of the campaign should satisfy your customer/audience. Thus provoking the right emotion within your user can drastically increase your User Experience.

Content Experience is Pivotal

In the age of Digital Marketing, UX is not optional. Customers do expect and will prioritize things based on their convenience and personalization. If you don’t satisfy them, they will move to another brand. User Experience is majorly driven by Design and how you represent your assets in a way that satisfies them. Even if we talk about Digital marketing, it has never been about technology but about connecting to people/customers/users. In fact, it’s more about understanding people and the role of technology that should have in their lives, in a way that would help them to live better.

Now the question arises that, what comes first, content, experience or design? It feels like chicken and egg scenario where you cannot survive without each other. But to prioritize it, a high-level content preceded by design giving an engaging user experience can be the possible strategic decision, one needs to take while planning a marketing campaign. Design, content, and experience all are equally important for a campaign to be successful, hence giving them equal contribution throughout the whole process would dramatically increase the effectiveness of your campaign.

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