Creating content is one thing, but it’s only one part of your content marketing strategy. If you want your content marketing strategy to effectively convert leads, you need to also consider the entire content experience.
Here are some foundational building blocks to put in place for creating a well-optimized content experience, where your audience can effectively consume your content and ultimately, convert. Start building your content experience by assembling the following elements.
Great Content: Key Ingredients
At the core of every content experience is, of course, great content. But what exactly does that mean? Great content must be:
Helpful to your target audience
Fact-checked and credible
Consistent in both quality and publication cadence
Optimized for today’s reader (scannable and easily digestible)
Visually enticing and engaging
Evaluate your recent content based on the points above. Put processes in place that will ensure you create content that hits every single one of these points, every single time.
Responsive Design: Make it Look Great Everywhere
Once you have a process for creating great content in place, you need to ensure that it’s easily accessible. If a member of your target audience wants to consume your content, it would be an absolute shame to lose them because they can't access your content on a smaller screen.
Your audience should be able to consume your content in the best format possible, regardless of the device they use, the time of day they choose to view it, or any other external factors. Consider all points of entry into your content experience, and cater to them so that your content consumption can be intuitive, fast and effortless for your end user.
Strategic Organization: Address Problems and Concerns
Strategic organization will help you meet your marketing goals by easily allowing your end user to make their way down the buyer journey. Allowing your content to pile up according to the date it was published won’t do. You want to strategically organize it so your end users will be met with the content they need at whatever stage of the buying journey they're in.
There are two popular ways to organize content: by topic and by content type.
While it might seem like a nice idea to create a library of eBooks or white papers, I’ll bet that few of your audience members woke up this morning thinking, “Man, how great would it be to read an eBook today?!”
Rather, they probably woke up thinking about how on earth they're going to find a solution to get a problem done. It's a better idea to organize your content by subject to meet their desire to fulfill a need or resolve a pain point.
Easy Discoverability: Content Always in Sight
Having your content strategically organized to meet your lead generation goals is important, but you need to be doing more to help today's self-informed buyer find the content they need when considering a purchase.
Imagine walking into a grocery store and finding everything in a gigantic pile — it would be frustrating because you know that everything you need is there, but you’re wasting your precious time sifting through all the unnecessary stuff. Unless you’re the most patient person in the world, my guess is that you'd leave and find a better-organized grocery store.
The same rules apply to content experiences. If your audience can't find what they need, they're going to look elsewhere. Improve your content's discoverability by
Having a well-structured menu
Enabling a search bar
Don't play hide and seek with your audience. Keep your content in plain sight!
Targeted and Contextual CTAs
There are a lot of benefits to using landing pages to generate leads, but landing pages can be problematic if they disrupt the content experience. After you’ve worked so hard to build a great content experience, why on earth would you remove someone from it by sending them to a landing page?
Here’s where targeted and contextual calls to action come into play.
Using a call-to-action like Uberflip’s Overlay CTA feature is a more integrated approach to lead generation because you’re creating the feeling that the answer they need is “just out of reach”. By placing targeted CTAs in a contextual content stream, the contextual CTA will be much more useful to the end user because it will directly apply to the content they were previously consuming.
It's Not Your Content. It's Your Content Experience
You could have the best content in the world, but it's not going to perform if your audience can't access it or consume it in the best way possible.
Don't focus all of your marketing efforts into content alone. Put some time and resources into building a well-optimized content experience to really make your content strategy work.
Learn more about building content experiences in our eBook, The Ultimate Guide to Content Experience.
About the Author
Victoria is the Content Specialist at Docebo.Follow on Twitter More Content by Victoria Hoffman