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The UX of Content Marketing

July 9th, 2012 by

UX or user experience can inform successful content marketing, and a failure to put on a UX hat can doom a marketing campaign to failure. User experience refers to the whole experience the web user has while interacting with a webpage, app, or other content. At first glance, it may seem like designers or developers need worry about UX, not marketers. However, if you’re in the content marketing services field, knowing basic UX can help you effectively target customers.

Benefits of UX

By taking a step back from your campaign to evaluate its UX, you can fine-tune your marketing to improve the customer experience. Not only can this set you apart from competitors, who may not communicate their message as directly and effectively to users, but its benefits include:

  • Increased customer adoption: When your site makes your product look easy to use and intuitive, customers are more likely to choose you.
  • Higher customer satisfaction: Good UX makes customers satisfied, and happy customers return.
  • Enhanced uniqueness: Telling your story in words and images helps create memorability and connection.
  • More conversions: Making your website easier to use helps customers convert. Confusion, common in sites with poor UX, is the enemy of conversion.

UX 101

Many UX principles focus on the design and aesthetics of content presentation. Elements like the website colors, the font used, and the way elements are put together affect the look and feel. Small fonts may make the content too hard for older adults to read; overly curly fonts may be difficult for all to read. The information architecture is also important, because users who cannot find their way cannot complete tasks. Over time, this can lead to lost conversions, missed sales opportunities, and a customer feeling of distaste or dislike for your site that can extend to your product. As a content marketer, understanding how these elements affect customer satisfaction can help you negotiate with a design team more effectively. Small business owners who may be in charge of everything can boost the quality of web content by adopting these principles.

UX and Content

Content strategy refers to the quality of your content, and falls under the UX umbrella. The key to content strategy is knowing your user base. Some insights for marketers:

  • Stay away from jargon and abbreviations that can confuse customers
  • Use clear language, aka “plain English” to get your message across
  • Inventory webpage content to see what’s missing, then develop content to address those gaps in your brand
  • Make sure navigation elements use clear and consistent language across the website
  • Keep it short and sweet; customers don’t want to read an essay
  • Ensure content fits seamlessly with your page design and elements.

Knowing the basics of UX can help you make more informed decisions when redesigning your webpage, preparing a marketing blast, or launching a new product. If you’re uncertain about what to do, put yourself in the user’s shoes to stay focused on your goal: Connecting with customers.

Lindsey D is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.

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