Do you know the feeling of having been hired as an SEO consultant, content manager, or content marketer and finding yourself stuck on the content treadmill?
You and your teammates are pushing out content every week but somehow, it never quite seems to get traction and results.
Ahrefs has been doing data studies in the last years, and their 2017 research showed us some scary numbers:
90.63% of all pages in our index get zero traffic from Google, and 5.29% of them get ten visits per month or less.Ahrefs
Even worse, a lot of the content production in the content treadmill feels dull, draining, and uncreative to you.
I feel you!
In this article, I want to introduce you to the concept of content experience. It’s the intersection of content marketing and user experience. And it’s mainly about structuring, packaging, and leveraging your content in the best possible way.
Building content experience will take the focus from content production at a large scale to finding creative ways to repackage and upgrade your content.
In this article, we’ll focus on the aspect of packaging content in innovative ways.
We, as SEO professionals, tend to be a bit boring in that department because Google is a text-based crawler – but really that shouldn’t hold us back from creating meaningful experiences that build trust for your brand.
Why do meaningful virtual experiences matter now more than ever?
Because we’re tired of Zoom calls and walls of text and websites that all look the same.
2020 was too much of it.
It’s time to take that idea of creating experiences from our user interfaces into our content creation.
What Are Content Experiences
Randy Frisch coined the term content experience in his 2019 book “F#ck Content Marketing: Focus on Content Experience.”
He defines it as:
A content experience is (1) the environment in which your content lives,
(2) how it”s structured,
and (3) how it compels your prospects and customers to engage with your company
Ultimately, mastering the content experience involves three elements:
- A strategic approach towards creating the environment in which your audience consumes your content.
- Structuring your content for easy discoverability.
- Encourage your audience to engage with you- and ultimately convert- as you lead them through the buyer’s journey.
Stunning Content Experiences to Spark Your Creativity
Now, let’s see how we can translate this definition into practical examples and best practices.
I want to highlight four areas that allow you to improve your content experience.
The Pyramid Principle
The Pyramid Principle is often used in executive summaries or newspaper articles. It drives focus and attention.
The core of the principle is this:
- Start with the answer first.
- Group and summarize your supporting arguments.
- Logically order your supporting ideas.
Get inspired by journalists and start with the most important information in your headline H1 and first paragraph.
Don’t bury the lede and hide your best information with a long-winded introduction, expansive text, and keyword stuffing.
And even further: Not every keyword or topic needs a long-form article to be useful.