Search Engine Journal on Why Content Experiences are the New Content Marketing

by Administrator
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  • SEO
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A new article on Search Engine Journal talks all about the many benefits of creating powerful content experiences. There are some creative examples to draw inspiration from, and the author discusses best practices.

The author suggests that SEO consultants, content managers, and content marketers can often get stuck in a real rut when it comes to creating content but says you can overcome such difficulties easily. Ahrefs research data from 2017 shows that 90.63% of index pages receive no traffic from Google, with 5.29% of pages getting the equivalent of ten visits per month - if not a little less.

This article talks about the concept of content experience. That's like a cross between content creation and UX, and it'll hopefully increase engagement. The term 'content experience was first coined by Randy Frisch, who said:

"A content experience is (1) the environment in which your content lives, (2) how it's structured, and (3) how it compels your prospects and customers to engage with your company."
Content experience consists of three main elements:
  • A strategic approach towards creating the environment in which your audience consumes your content.
  • Structuring your content for easy discoverability.
  • Encouraging your audience to engage with you- and ultimately convert- as you lead them through the buyer's journey.

The Pyramid Principle can help your customers focus on your content more easily. Start with the answer to their query and summarize your reasoning, then provide logical support for that. Here, Toggle provides a great example:

If someone searches "invoice template," it's unlikely they'll want to read 2,000 words on the subject. Providing a good content experience means offering easy access to templates. If you do switch to the pyramid principle, however, you might need to rethink your blog structure and categories too. Sorting articles by date won't cut it; it's helpful to categorize like an archive or library to make stuff easy to find. The following blog is a good example of this:

Pampers is another site that fosters engagement in this way. The company uses a helpful calculator for displaying diaper sizes, and quantities customers will require:

HEY came up with the perfect tribute to 2020 - a real-life dumpster fire that you can send to a friend with an email message:

This is a detailed article with loads of great examples and explanations too. I suggest you visit the original piece by clicking the link at the top of this post!
#content #engine #experiences #journal #marketing #search
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  • Profile picture of the author Saravana
    one of the less used word in SEO is: User Intent

    When your page is not written for user intent and if it has less domain authority then for sure your page is not going to get any traffic.

    There are pages with less authority but still get traffic, the reason is user intent, lots of big websites have bot capitalised on those keywords and page with less authority and which contains the word ranks on the top. I am still surprised by that number 90.63%
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    • Profile picture of the author markeugene
      agree...not only as a content creator, but consumer. Some sites are just so hard to use and find what you really need or want.

      Any suggestions on helping clients nail this?
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  • Profile picture of the author JustCurious
    I am new the site. Thanks for sharing this, it's very informational.
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  • Content experience design helps us get off the treadmill of creating endless walls of text. It allows us to be creative and make more of the content we already have. It's a tool to build trust, generate new leads, and truly stand out as a brand.
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  • Doesn't prebuilt sites limit designing experience to some extent? We are left with no choice.

    The best approach is to use the KISS(Keep It Simple, Stupid) approach.

    So far it has worked, but bounce rate and time on site on simple blogging site is another issue that can drain your traffic eventually.

    Any suggestions how that can be improved?
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    • Profile picture of the author markeugene
      bounce rate and time on site on simple blogging site is another issue that can drain your traffic eventually.
      How long are your posts? Are you giving enough value that keeps them reading? Do you have list of free resources?

      Those things will help. One thing I find with clients is that they are so focused on writing for the SEO algorithms the copy is not compelling to humans.
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      • Thanks for getting in touch mark.

        Guides range between 1000-3000 words but no free resources are there as of now.

        What are the best examples of free resources though, for a blogging site. I usually guide them on buying good stuff like SSDs, RAMs, etc
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  • Profile picture of the author markeugene
    You can aggregate some of your content into a larger PDF and offer that, or create something that goes deeper and gives value that people would pay for but you are giving away free.
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