Search Engine Journal on Why Content Experiences are the New Content Marketing
- SEO |
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:
Content experience consists of three main elements:
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!
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." |
- 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!
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