4 Ways to Fix Your Content Experience
70% of content created by B2B marketing departments goes completely unused.
Makes creating content feel a little pointless, huh?
1. Control the Placement of Your Content
When someone is searching for an answer to a question or looking to solve a problem, they’ll be focused on that kind of content. However, we know humans are easily distracted.
When you control the environment in which people consume your content, you can better control the experience.
For example, if you put your video content somewhere where you can’t control the experience, your viewers will wind up watching cow videos before you know it. You need to think of every place where people engage with your content and optimise it for their journey. Prospects will even binge content if you give them the opportunity.
2. Optimise Your Content
Buyers don’t start to research a potential solution and say, “I’ll spread this out over a few weeks to keep it interesting,” as if we’re watching a season of BB Naija. We barrel through the content like we’re binge-watching a new Netflix original series on a Sunday evening.
With a personalised context experience people consume more content per visit. When people are ready to engage they will binge the content.
Give people a clear and easy way to continue to consume your content when they’re getting the answers they’re looking for and remove anything that might cause them to get distracted.
3. Don’t Neglect the Email Inbox
The average employee sends 10,000 emails every year. That’s a lot of eyeballs on something that doesn’t have your content in it. Plus, you’re missing out on a chance to create a content experience. How many inbox opportunities are you missing out on? This is a chance for Marketing to help both sales and the customer. You can create a truly unique content experience in emails by including relevant content in the email signature.
For instance, if someone is a prospect, maybe the content in the signature directs them to read a case study from one of your current customers. If the person is already a customer, maybe the content they see is a guide to getting the most out of your product or service. The inbox is ripe for innovation.