Content marketing has breathed new life into brands and their digital marketing efforts however this influx of published content has also produced poor user experiences that don’t allow for the content to be consumed effectively.
What is the solution? Content strategy and user experience integration that create content experiences. This blog investigates the new appreciation for content online and how businesses can successfully combine user experience and content strategy to support not only their brand objectives but their customers’ enjoyment too.
Brands have a new appreciation for the benefits that content can offer in terms of brand awareness and their brand objectives. Unfortunately, this new found appreciation has led brands to produce more and more content without thought of strategy meaning there is poor user experiences and inconsumable content covering the internet. Brands are struggling to balance business goals against user experience. Here are some potential solutions that businesses can use to avoid wasting time and money on useless content:
The problem with integrating user experience and content strategy is that it requires the work of more than one person. It requires that designers and content creators work together to integrate content and design together. Ideally designers and content creators will work together at every stage of the content creation, from an initial planning meeting all the way through to posting it live. This helped to avoid disconnect, duplicate effort and opposing recommendations.
It is up to each individual organisation to promote a collaborative space and break down the silos employees feel comfortable working within. It is about building a culture around conversation, innovation and teamwork.
Some ways you can do this is via:
It is important to assign strategic leaders to each project that can give strategic direction at the beginning to guide both content and design in a suitable direction. This person ideally has knowledge of all disciplines and can identify ways to encourage collaboration on each project:
Whiteboard ideas to answer some major questions on the project
Ideally, the strategic leader will keep the project leading towards the goal. Many a time content can take a detour and wind up not focusing on the business goal at hand. Keeping content going in the required direction could be as simple as a check in email and meeting throughout the creation of the content.
Final review. Each team member should meet at the end to review the content considering whether it has met its goal. If the content has, publish it. If not, do not publish it and add it to the sea of other failed pieces of content online. Review changes and get back to work until it is exactly what it needs to be.
Uber is going from strength to strength and popping up as an alternative way to catch a cab in cities all over the world. It is no surprise then that this revolutionary brand is also producing fantastic content. Their blog features categories like Uber Data, city specific blogs and product updates where they use the data they collect on thousand of travellers everyday, and turn it into interesting, smartphone-centric content. Check their blog out here.
How do you ensure your content offers the right balance between user experience and content strategy?
April 5, 2020
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