I found my Content Experience strategy in 5 steps inside a glass of Ribolla
Posted: Mon Dec 09, 2024 7:27 am
Business without Content Experience? Yes, and especially in the restaurant business: during my vacations I almost went to bed without dinner – both because of my passion for good food, and because trattorias, inns and the like had scary websites or social media accounts . And not in a good way.
Let's get some order. With this content - and my personal story that, I hope, you won't have to experience too - you will be able to understand how and why building a content flow centered on your business, holistic, fluid and coherent can help you get found online, increase your customer base and, above all, retain it.
Here's a quick recap of what you'll take home after reading this article:
what is Content Experience and why do you need it;
the 3 components of a Content Experience that works;
how to create a Content Experience in 5 steps.
Business Without Content Experience: A New Series?
Between Collio and Valdobbiadene : I had never had a holiday like this before. While on the one hand I ensured myself relaxation on the hills, accompanied by a Ribolla (or a Cartizze), on the other I clashed, and not a little, with the poor ability of local restaurants to sell themselves - at least those that go beyond the food franchise of the moment.
Let me explain better . Finding a good place to eat well is equivalent to sitting at the table with an idea to satisfy : receiving a dish with a defined flavor, having a polite service and ending up with a balanced bill. Three elements that a business owner can easily communicate online with a well-calibrated Content Experience . In fact, not having them translates into a path that leads the potential customer to move away from a certain place, without even trying it:
the user lands on the website or social account of a restaurant found online or recommended by an accredited portal;
is faced with poor information, difficulty in navigation, irrelevant or poorly cohesive content that become the perfect deterrent for testing the venue;
the user moves on to the next restaurant (or the next business to do business with).
And to think that digital aspects increasingly influence the choice of whether or not to sit at a certain table: 58.8% of users search the web or booking apps before going to lunch, while 61% say that a good video can more easily encourage them to try a restaurant they've never tried before, according to TheFork Awards Observatory .
For this reason, building a valuable Content Experience is ideal for approaching brazil telegram Users mobile Phone Number listthe desired customer base, building loyalty and, above all, encouraging word of mouth.
What is Content Experience and Why You Need It
Randy Frisch , one of the most well-known Evangelists in the world of Content Marketing, defines Content Experience as “the context in which a certain flow of content resides, how it has been structured and how it pushes current and potential customers to interact with the brand”.
In other words, the term defines the overall experience related to access, consumption, engagement and reaction to the flow of content produced by a company on different platforms and channels and along the path that leads the prospect to become a customer. Successful Content Experiences offer content with a high degree of relevance, personalization, timeliness ( hello Real Time Marketing! ) and consistency: factors that are based on a holistic approach that goes beyond the simple sum of the parts.
A practical example? A business like a bistro, for example, that intends to acquire more target customers, should:
define an upstream strategy for a cohesive and continuous flow of content, with which to advance the prospect along his customer journey. A restaurant, therefore, cannot limit itself to publishing posts about the dishes and the location.
monitor the touchpoints where users are “hottest” , that is, closest to the conversion phase. In this case, if we think about reviews on Google My Business or TripAdvisor, it is ideal to have a figure in charge of Community Management with a careful eye on the comments.
In 2024, creating high-value Content Experiences will make a difference in the marketing and communications arena . This year has already seen a saturation of online content, with companies competing for users' attention. Content Experience goes beyond the mere delivery of information : it encompasses the context in which content is presented, its personalization, and the ability to engage and guide prospects towards the desired action.
Let's get some order. With this content - and my personal story that, I hope, you won't have to experience too - you will be able to understand how and why building a content flow centered on your business, holistic, fluid and coherent can help you get found online, increase your customer base and, above all, retain it.
Here's a quick recap of what you'll take home after reading this article:
what is Content Experience and why do you need it;
the 3 components of a Content Experience that works;
how to create a Content Experience in 5 steps.
Business Without Content Experience: A New Series?
Between Collio and Valdobbiadene : I had never had a holiday like this before. While on the one hand I ensured myself relaxation on the hills, accompanied by a Ribolla (or a Cartizze), on the other I clashed, and not a little, with the poor ability of local restaurants to sell themselves - at least those that go beyond the food franchise of the moment.
Let me explain better . Finding a good place to eat well is equivalent to sitting at the table with an idea to satisfy : receiving a dish with a defined flavor, having a polite service and ending up with a balanced bill. Three elements that a business owner can easily communicate online with a well-calibrated Content Experience . In fact, not having them translates into a path that leads the potential customer to move away from a certain place, without even trying it:
the user lands on the website or social account of a restaurant found online or recommended by an accredited portal;
is faced with poor information, difficulty in navigation, irrelevant or poorly cohesive content that become the perfect deterrent for testing the venue;
the user moves on to the next restaurant (or the next business to do business with).
And to think that digital aspects increasingly influence the choice of whether or not to sit at a certain table: 58.8% of users search the web or booking apps before going to lunch, while 61% say that a good video can more easily encourage them to try a restaurant they've never tried before, according to TheFork Awards Observatory .
For this reason, building a valuable Content Experience is ideal for approaching brazil telegram Users mobile Phone Number listthe desired customer base, building loyalty and, above all, encouraging word of mouth.
What is Content Experience and Why You Need It
Randy Frisch , one of the most well-known Evangelists in the world of Content Marketing, defines Content Experience as “the context in which a certain flow of content resides, how it has been structured and how it pushes current and potential customers to interact with the brand”.
In other words, the term defines the overall experience related to access, consumption, engagement and reaction to the flow of content produced by a company on different platforms and channels and along the path that leads the prospect to become a customer. Successful Content Experiences offer content with a high degree of relevance, personalization, timeliness ( hello Real Time Marketing! ) and consistency: factors that are based on a holistic approach that goes beyond the simple sum of the parts.
A practical example? A business like a bistro, for example, that intends to acquire more target customers, should:
define an upstream strategy for a cohesive and continuous flow of content, with which to advance the prospect along his customer journey. A restaurant, therefore, cannot limit itself to publishing posts about the dishes and the location.
monitor the touchpoints where users are “hottest” , that is, closest to the conversion phase. In this case, if we think about reviews on Google My Business or TripAdvisor, it is ideal to have a figure in charge of Community Management with a careful eye on the comments.
In 2024, creating high-value Content Experiences will make a difference in the marketing and communications arena . This year has already seen a saturation of online content, with companies competing for users' attention. Content Experience goes beyond the mere delivery of information : it encompasses the context in which content is presented, its personalization, and the ability to engage and guide prospects towards the desired action.