The customer experience is evolving.
General marketing is quickly becoming a thing of the past, and the landscape is shifting toward an increase in customized products and services. Outbound techniques such as cold-calling are losing ground to relationship-driven content marketing.
Content Marketing UX
One of the core principles of content marketing revolves around creating personalized content that speaks to specific user needs.
Tactics such as social media marketing or blogging all come down to user experience (UX). But why is UX affected by customized content? Consider for a moment what users are really searching for:
Readily available and comprehensive information
Personalized content that caters to specific pain points
Timely responses and interactions
Get Personal with Content Marketing
If you’re familiar with inbound, it should come as no surprise that the key to attracting visitors and delighting customers lies in the content you create.
Readers recognize the difference between one-size-fits-all and personalized content. It’s not a tough distinction to make. When you churn out generic piece after piece, users will view your content as lazy and lacking commitment.
The 2018 State of B2C Marketing report found that 70 percent of millennials are frustrated with receiving irrelevant emails, but brands are still sending mostly mass communications that do not address specific consumer needs. Meanwhile, informative, thoughtful content provides users with the information they are seeking.
Content marketing isn't just about creating useful blogs for your business. Providing personal content applies to every aspect of your digital strategy. In fact, users have come to expect personalized content that sends them the right message at the right time.
When a dissatisfied user logs on to Twitter to discover dozens of cookie-cutter responses to product complaints, disengagement occurs. Meanwhile, if the same unhappy customer makes a complaint on Twitter and you request more information through a direct message (DM), they will feel heard, and more importantly, connected with your business.
In content marketing, the consistent use of natural, personal language is key. As the customer experience continues to change and grow, your approach to content marketing should also evolve. One of the easiest ways to deliver personalized UX on your website is by keeping pages up-to-date with simple navigation. If you’re not sure where to start, reach out to the HUM team today!
Editor's Note: This post was initially published in April 2016 and has been updated for clarity and accuracy.