{"id":25853,"date":"2023-02-22T11:00:27","date_gmt":"2023-02-22T10:00:27","guid":{"rendered":"https:\/\/www.celum.com\/en\/?p=25853"},"modified":"2023-10-17T09:05:38","modified_gmt":"2023-10-17T07:05:38","slug":"content-experience-framework","status":"publish","type":"post","link":"https:\/\/www.celum.com\/en\/blog\/content-experience-framework\/","title":{"rendered":"Discover How Content Experience Framework Can Transform Your Business"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"25853\" class=\"elementor elementor-25853\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ae3e008 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ae3e008\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ebe395d\" data-id=\"ebe395d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e4f92d7 elementor-widget elementor-widget-text-editor\" data-id=\"e4f92d7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>I have to admit it &#8211; content experience can be an elusive concept to grasp. How could we even begin to perceive what experiences our audience would have with the content our brand produces, after all?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-adf9c34 elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"adf9c34\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;exclude_headings_by_selector&quot;:[],&quot;headings_by_tags&quot;:[&quot;h2&quot;,&quot;h3&quot;,&quot;h4&quot;,&quot;h5&quot;,&quot;h6&quot;],&quot;marker_view&quot;:&quot;numbers&quot;,&quot;no_headings_message&quot;:&quot;No headings were found on this page.&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__adf9c34\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-down\"><\/i><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__adf9c34\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__adf9c34\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1266acb elementor-widget elementor-widget-text-editor\" data-id=\"1266acb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">And yet, that\u2019s also exactly what content experience is all about &#8211; figuring out (and taking control of) the whole range of experience audiences have with our content, from how they access it to how it compels them to take action and a whole lot in between.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Now, if you find the idea of planning all those experiences challenging or complex, worry not. In this guide, I\u2019ll show you exactly what content experience is all about.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">So, let\u2019s take it from the top, shall we?<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6ccf9e5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6ccf9e5\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-30cd361\" data-id=\"30cd361\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e488977 elementor-widget elementor-widget-heading\" data-id=\"e488977\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What Exactly Do Marketers Mean When They Talk About Content Experience<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2f3113f elementor-widget elementor-widget-text-editor\" data-id=\"2f3113f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">I\u2019ve already alluded at the definition of content experience &#8211; the whole range of experiences customers have with a brand\u2019s content.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But what does it mean, really? Well, think about any piece of content you\u2019re encountering along your own customer journey.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">First, you discover it somehow. It might be because <\/span><a href=\"https:\/\/www.smashingcopy.com\/blog\/how-to-write-seo-content\" target=\"_blank\" rel=\"noopener\" data-wplink-edit=\"true\"><span style=\"font-weight: 400;\">the content ranked well in organic search<\/span><\/a><span style=\"font-weight: 400;\">. Or perhaps you\u2019ve noticed it shared on social media, received a link from a friend, and so on.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You, then, consume the content. And you either enjoy the experience or not. Perhaps the page\u2019s layout isn\u2019t great, or fonts are too small for you to read the text on your smartphone. Elements like these would certainly have a negative effect on your experience.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You have experience with the information too. You\u2019re happy to have gained some new knowledge, perhaps. Or you have new data to make a better decision about a product, and so on.\u00a0<\/span><\/p><p><b>All these touchpoints are in fact your content experiences.\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">But note how these often relate to things you don\u2019t see such as how a brand distributes its content to people like you or how they\u2019ve structured each page. But they affect your overall impression and engagement with the content, and from the brand\u2019s point of view, planning those experiences is as important as creating the content.\u00a0<\/span><\/p><p><b>Because with a strong content experience strategy:<\/b><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your audience always receives consistent information.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Most likely, these people can also instantly recognize that a content is from a particular brand.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Based on that, they know that the content will be relevant to them and perhaps even personalized to their needs.\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b2a21cd elementor-widget elementor-widget-text-editor\" data-id=\"b2a21cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>But as I\u2019m sure you can imagine, achieving this isn\u2019t easy. <\/b><span style=\"font-weight: 400;\">From a brand perspective, ensuring a consistent content experience means that:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">All content the brand produces &#8211; be it content marketing assets or product visuals &#8211; must meet the same criteria for quality.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The content must follow brand guidelines with no exceptions.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">All brand\u2019s content must also work together and provide a cohesive experience, regardless of format, medium, or even the distribution channel.\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-347f0df elementor-widget elementor-widget-text-editor\" data-id=\"347f0df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">That\u2019s also where the problem starts, typically.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Consider a typical <\/span><a href=\"https:\/\/www.celum.com\/en\/blog\/what-is-content-production-process\/\"><span style=\"font-weight: 400;\">content production process<\/span><\/a><span style=\"font-weight: 400;\">. It\u2019s chaos. Without a proper system in place to manage briefing, create content, <\/span><a href=\"https:\/\/www.celum.com\/en\/blog\/how-to-set-up-a-content-review-process\/\"><span style=\"font-weight: 400;\">collect reviews and approvals<\/span><\/a><span style=\"font-weight: 400;\">, publish and archive completed assets, there\u2019s no chance for maintaining any form of consistency. And that goes for both planning and delivering projects on time, and keeping the entire brand content consistent.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-995ddea elementor-widget elementor-widget-heading\" data-id=\"995ddea\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">But isn\u2019t content experience the same thing as content marketing?\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a1c51a2 elementor-widget elementor-widget-text-editor\" data-id=\"a1c51a2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">No, it absolutely is not. That said, because the two terms are so similar, with each relating to the idea of using content for promotion, they are often confused with each other. (The same thing also happens to terms like content strategy or content design, by the way.)\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Let me clear that confusion for you.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The term, content marketing refers to the technique of using content to promote a brand or its product. In this sense, content is a <\/span><a href=\"https:\/\/www.celum.com\/en\/blog\/what-is-marketing-collateral\/\"><span style=\"font-weight: 400;\">marketing asset<\/span><\/a><span style=\"font-weight: 400;\"> that a brand creates to capture their target audience\u2019s attention, engage them, and ideally, convert into leads and customers.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This very blog that you\u2019re reading right now is an example of content marketing. We use it to share helpful advice with our audience and provide them with value. Because of that value, our potential customers get acquainted with CELUM, and (we hope!) develop positive attitudes towards our brand.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Content experience, on the other hand, refers to a more holistic outlook on content. When we talk about optimizing content experience, we don\u2019t think of content in terms of an asset. Instead, we look at creating a seamless experience relating to finding, discovering, and consuming the content.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In other words:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Content marketing focuses primarily on content production and distribution.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Content experience deals with how the audience experiences that content.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This includes not just the information they find but also, how they find it, how they consume it on different devices, and whether all the different brand content assets make a unified impression on them.\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-27813a9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"27813a9\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-183de79\" data-id=\"183de79\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3ebe760 elementor-widget elementor-widget-heading\" data-id=\"3ebe760\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What Does a Content Experience Framework Look Like, Then?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a26d390 elementor-widget elementor-widget-text-editor\" data-id=\"a26d390\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">There is no better way to ensure a consistent content experience across all brand assets than by developing a <\/span><b>content experience framework<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The framework will help organize and manage almost all of the content production, distribution, and analysis processes. Here\u2019s how it looks, in practice:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-96eef28 elementor-widget elementor-widget-heading\" data-id=\"96eef28\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">6 elements of a typical content experience framework\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8ff016d elementor-widget elementor-widget-text-editor\" data-id=\"8ff016d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>#1. Content creation process<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This element would also include individual processes for content ideation, briefing, production, reviews, and more. In short, with this process in place, you can ensure consistency across the entire production, from the way new content ideas get defined, to what each team needs to do to create each asset.\u00a0<\/span><\/p><p><b>RECOMMENDED READING:<\/b> <a href=\"https:\/\/www.celum.com\/en\/blog\/what-is-content-production-process\/\" data-wplink-edit=\"true\"><span style=\"font-weight: 400;\">Defining a Content Production Process<\/span><\/a><\/p><p><b>#2. Digital asset storage and management.\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">The DAM workflow is a process that helps brands manage various stages of any content asset across its entire lifecycle. In the context of content experience, the DAM workflow helps you define how you store, manage, and retrieve assets from your dedicated DAM solution.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This workflow helps you define:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Where various content assets should be stored.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What file naming conventions to use so that everyone involved in the content production could locate the most up-to-date versions of files easily.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Licensing information.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Metadata to make locating files easier, and more.\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2fc413 elementor-widget elementor-widget-text-editor\" data-id=\"e2fc413\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>RECOMMENDED READING:<\/b> <a href=\"https:\/\/www.celum.com\/en\/blog\/how-to-create-a-digital-asset-management-workflow\/\"><span style=\"font-weight: 400;\">How to Create a Digital Asset Management Workflow<\/span><\/a><\/p><p><b>#3. Content personalized to the buyer\u2019s journey<\/b><\/p><p><span style=\"font-weight: 400;\">In this sense, content personalization refers to strategies that can ensure that whatever branded content a person is exposed next matches their exact stage of the buying cycle. I agree that this sounds quite cryptic, so let me explain. Every time a potential buyer gets exposed to your content, that content should make sense to them. This means that it should relate to where they are in their buying process. If they\u2019ve only begun, whatever content they encounter should focus on providing information that would help them learn more about the problem. If they\u2019re already further down the line, it should target their intent to evaluate solutions, etc.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In practical terms means that content for the top of the funnel should focus on selling. But you could try to engage customers who are deeper into their journey with dynamic content, landing pages, and more sales oriented information.\u00a0<\/span><\/p><p><b>#4. Content routing<\/b><\/p><p><span style=\"font-weight: 400;\">Every content a brand produces has to end up somewhere. This is what at CELUM we call \u201c<\/span><i><span style=\"font-weight: 400;\">content routing<\/span><\/i><span style=\"font-weight: 400;\">.\u201d Routing means a process for ensuring that relevant content reaches the right channels &#8211; the website, social media accounts, marketing campaigns, and so on.\u00a0<\/span><\/p><p><b>#5. Engagement strategies<\/b><\/p><p><span style=\"font-weight: 400;\">This second-last element of the content experience framework is focused entirely on your strategies to engage, inspire, and nurture the audience. Remember when we talked about personalization, we discussed how each content has to match a relevant stage of the buying journey. So do the engagement strategies you use.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">These strategies should not only inspire users to take direct action. Not all customers will be ready for that, after all. Your framework should also define how you\u2019re going to engage those people to ensure that they will interact with more of your content as they move through the buying process.\u00a0<\/span><\/p><p><b>#6. Performance monitoring and analysis<\/b><\/p><p><span style=\"font-weight: 400;\">We\u2019ll be discussing content experience performance analysis in depth in the next section. For now, let me just tell you that this process is all about measuring and establishing the effectiveness of your content experience.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Let\u2019s go a bit deeper into the topic.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4b2f1bd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4b2f1bd\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-17cd0ce\" data-id=\"17cd0ce\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-84ab71b elementor-widget elementor-widget-heading\" data-id=\"84ab71b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to Measure Content Experience?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-909fa40 elementor-widget elementor-widget-text-editor\" data-id=\"909fa40\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The framework I explained above helps you envision and structure the content experience you\u2019d like your audience to have when engaging with your content. But as with practically anything else in life, the reality doesn\u2019t always match what we theorize. So, to make sure that the framework is working and providing an engaging content experience, you need to constantly monitor and evaluate its performance.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A side note &#8211; This is also where many organizations get lost. It\u2019s relatively easy to build the content experience framework. Unfortunately, figuring out how to monitor how well it is working is something completely different.<\/span><\/p><p><span style=\"font-weight: 400;\">Overall, there are two ways to measure content experience performance.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a955517 elementor-widget elementor-widget-heading\" data-id=\"a955517\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">#1. Analyze overall audience\u2019s engagement with content across all marketing channels<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa17712 elementor-widget elementor-widget-text-editor\" data-id=\"aa17712\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In this approach, you measure the change in audience\u2019s engagement before and after introducing the framework. To discover that change, monitor engagement metrics such as:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Time on page<\/b><span style=\"font-weight: 400;\"> &#8211; The amount of time your audience spends consuming your content. Longer time means greater engagement.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Scroll depth<\/b><span style=\"font-weight: 400;\"> &#8211; You can also use software to monitor how far these people scroll down as they consume your content. The further they go (combined with longer time on page) will also signify increase in engagement. <\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Bounce rate<\/b><span> &#8211; This metric measures how many people leave immediately after landing on a page. High bounce rate signals that the audience doesn\u2019t find the content relevant or engaging to them. Low bounce rate means that those people stay on a page and also engage with other content on the site.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fcadc28 elementor-widget elementor-widget-heading\" data-id=\"fcadc28\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">#2. Compare content\u2019s performance before and after making experience-related changes\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcc861d elementor-widget elementor-widget-text-editor\" data-id=\"dcc861d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In this approach, you focus on the overall impact of the framework on your content\u2019s performance. In other words, you measure whether greater content experience translated into better marketing performance of your assets.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You can use several different metrics to monitor that change:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Rankings<\/b><span style=\"font-weight: 400;\"> &#8211; Google often promotes highly-engaging content to the top of rankings. This happens even if the page or domain isn\u2019t authoritative enough to warrant such ranking placement otherwise. Monitoring ranking changes can reveal which pages have gained higher positions due to better experience.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Clicks <\/b><span style=\"font-weight: 400;\">&#8211; This metric measures how many people click to your content from the organic search results, social media, and other channels. An increase in clicks will suggest that after making experience-related changes, the content\u2019s become more visible (i.e., achieved greater rankings or has been shared more often on social media.)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Social shares<\/b><span style=\"font-weight: 400;\"> &#8211; Similarly to clicks, monitoring sharing patterns can reveal the impact of implementing the customer experience framework on your content\u2019s performance.\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-52e3db4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"52e3db4\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-10e1a0c\" data-id=\"10e1a0c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e54a2b4 elementor-widget elementor-widget-heading\" data-id=\"e54a2b4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Conclusion\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-896456f elementor-widget elementor-widget-text-editor\" data-id=\"896456f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Content experience isn\u2019t a simple concept to grasp. This is one reason why brands often neglect implementing a content experience framework, and focus their efforts on just producing more content.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But taking control of your content experience opens up a whole range of opportunities to engage customers better, attract them to your brand, and ensure consistent experience along the entire buyer journey.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Discover how to develop a content experience framework for your brand. Content experience tips and best practices. <\/p>\n","protected":false},"author":37,"featured_media":27280,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[86],"tags":[],"post_folder":[],"class_list":["post-25853","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-supply-chain"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.6 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Discover How Content Experience Framework Can Transform Your Business<\/title>\n<meta name=\"description\" content=\"Discover how to develop a content experience framework for your brand. 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