Building Connected Content Experiences
POSTED : April 29, 2015
BY : Derek Phillips

When we talk about connected content experiences, we’re talking about sharing: sharing insights and observations, sharing information, sharing our time. If we’re bold enough to ask customers to share with us, we better be ready to reciprocate and to ensure that what we’re sharing is actually valuable to them, not just us.

There’s no shortage of content out there. With an estimated 4.5 billion web pages online today, I think we can agree that the problem is not how much content we’re creating, but how much value we’re creating.

How do you know whether content is valuable?

Value should be measured from a business perspective and from a customer perspective, because if it’s not valuable to our customers, then they’re unlikely to interact with it. Value is what we can provide our customers—and that’s so much more than discounts or specials. What can we provide that actually helps customers solve a problem? Our products, yes. But also information.

Defining what’s valuable is a process.

  1. We look at analytics to identify high-traffic/high-value content. It’s not just a matter of where people are landing, but what they’re doing once they get there. Are they sharing the information they find? Are they playing videos? Are they clicking links to deeper content?
  2. We consider the context in which our customers will encounter the content. Are they browsing? Are they evaluating? Are they buying or are they looking for customer support?
  3. We assess what we have and look for exclusive information. You know more about your products and services than anyone else. How were they created? Why were they created? What unique uses have you seen? What answers common questions or supports task completion?
  4. We identify the gaps and create a plan for filling them. What customer or business needs are not being met? Where are the opportunities our competitors aren’t meeting? What unique perspective can we bring?

Information is the content of our digital properties

If we think about content as opportunities to make or break our brand promises, then what expectations of your brand are you setting for your customers online? Is your information easily found and shared? Is it easily digested? Does it match your customers’ habits and expectations? All of those factors influence how a customer feels about your brand. All of those factors should influence how you deliver content.

All of these questions can seem overwhelming, we know. That’s why we have a team of dedicated content strategists who all share a solid understanding of the foundational elements of the practice, but also bring individual expertise, including:

  • Message development and editorial direction
  • Process, workflow and governance consultation
  • Systems evaluation, migration, training and support
  • Channel optimization paid media and SEO

Content is a core element of your online customer experience

As such, it needs to align to the same principles that drive your creative, your UX, your PR, your customer relationships, and so on, regardless of medium. We not only believe that every interaction with your content creates a brand expression, but also that how you create, manage and distribute that content can change the way you do business.

At PK, we’ve invested heavily in our teams and our processes to help clients create the kind of content that’s meaningful to customers and measurably beneficial to their business.

About the Author

A picture of Derek PhillipsAs Director of Content Strategy, Derek is focused on building PK’s content strategy practice and has deep experience working with regulated industries, including utilities. He works alongside other discipline leads to develop processes, templates, and best practices that enable strategic approaches to content for PK’s clients. His recent projects include Portland General Electric, NW Natural, BMC Software, Spectrum Health, Priority Health, Banner Bank, Everence Financial Services, Zimmer BioMet and Citrix.

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