The key elements to focus on for a better content experience

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The growing attention to the ways of building the customer experience goes hand in hand with the need to adopt a marketing approach that elevates content to a strategic tool and that records, measures and interprets the results achieved (conversions, purchases, loyal customers in the medium and long term). Below we try to list the key elements to focus on to create a better content experience.

Monitoring and Analysis: Focus on Engagement Metrics
In the usual rush to create increasingly visible, distinctive, newsworthy, shareable israel whatsapp resource content, marketers sometimes tend to lose sight of the bigger picture: the content experience they are offering their customers and potential customers should be aimed at engagement and not consumption for its own sake. Consequently, the metrics to focus on can no longer be those based on volume but those based on experiential value.

Eliminating information silos for dynamic content personalization
In a traditional approach to content marketing, marketers tend to become entrenched in narrow domains and specific areas of activity. The reality is that there are still information silos that slow down the execution of processes : if content creation remains somewhat distinct and separate from content distribution and content management cannot access the data collected by control and measurement tools, the different stages of the journey remain disconnected. In such a scenario, without dynamic personalization of content at different stages of the customer journey, it becomes almost impossible to offer a rich, personalized and satisfying content experience.

Use data to meet customers in the right place at the right time
Consumers embark on a complex, long and multi-channel journey, regardless of the type of product they intend to purchase. The frequency of interactions with various brands, the variety of touchpoints and the time taken to make a decision has grown surprisingly today, in the case of both B2B and B2C markets. Being present (and being found) at the right touchpoints with the right content at the right time is the only way to convince the potential customer or the customer already acquired. To achieve this goal, marketers can count on latest-generation digital tools that exploit the potential of data to fuel marketing automation systems . In this sense, the content experience is, above all, a data-driven and automated experience.

Content marketing is crucial in the transition from a transactional approach to an experiential approach. A customer-centric corporate culture, that is, one that develops an increasingly detailed knowledge of the customer, is essential to provide quality content. On the other hand, an integrated content strategy is increasingly necessary , which enhances the information assets available to the company, creates relevant and coherent content and distributes it on the most suitable channels, according to the holistic perspective we talked about at the beginning of this article. Only by reaching users with customized content, is it possible to create the best content experience for each of them.