But did you know it’s only 189 feet tall?
We have the impression that it’s much taller than it actually is because Disney used a technique called “forced perspective” to create this illusion.
Basically, each floor is smaller than the one below it. That includes doors, windows, and even bricks.
Our brain interprets that those elements are farther than they really are, just because they are smaller than they should be!
I think it’s amazing.
After all, no princess lives there to croatia phone number data complain about very low ceilings.
In marketing, every time we interact with a piece of content, we are also living an experience: the satisfaction of learning something new, the comfort of being well inform of a decision, etc.
Nobody wants to know if a video they are watching is a top of the funnel awareness piece of content, with total viewing time as the main KPI.
Like they say: nobody likes to be sold to.
And how can we provide value to our audience, through barriers to effective data privacy and governance their entire buyer journey, in a way that when they decide to finally do business with us, it will feel ‘just natural’?
We need to put ourselves in their shoes and imagine — design, actually — the experience they’re having when interacting with our content.
Is it good? Are they having fun? Are they learning? How can I orchestrate all the pieces of content that I could create, to give visitors the best experience overall?
Enter: the Content Experience approach
Let me be straight here: the term ‘Content europe email Experience’ wasn’t coined by us at Rock Content, it’s been used many times in the past, with multiple meanings.
But, we haven’t seen yet is the use of this term on a deeper level, as a different approach to marketing.
Let’s start with our definition:
“A CONTENT EXPERIENCE is the flow of relevant, rich, beautifully crafted content that engages prospects across the full buyer journey over a sustained period of time”.
In other words, when creating your content strategy, you need to think that your audience will interact with you in different ways, through different channels and formats, all elements of a bigger experience.
Marketers need to design the experience in a way that everything connects, where we act as a guide through a journey of valuable content for the whole audience, from the perspective of the person consuming it.
Ok, you may be thinking: this sounds a lot like Content Marketing. Well, you’re right!
It’s still a content-based strategy, with different types of content as tactics.
But marketing is what we do; the experience is what reaches the audience.
This might sound trivial, but it’s not easy to change our way of working, and we marketers have been focusing too much on tools, technologies, and processes.
This is important, but they are just a means to an end: provide a great experience, and results will come.
- LCP: the amount of time to render the largest content;
- FID: time it takes for a page to respond to the first interaction;
- CLS: the amount the layout shifts during the loading phase.
After this new report was launched, hundreds of marketers became obsessed with improving each one of those metrics. Blog posts, videos, and every sort of content imaginable were created.
But almost no-one was focusing on the right questions:
- When I enter this site, will I lose my patience? Or will I think it has a bug, and then I will leave?
- Will I click on a slow loading Ad by accident?
- Will I share this content? Is it relevant, and does it provide a good experience?
There’s no amount of optimization that replaces asking the questions from the user’s perspective. I’ve seen many pages with good content and a very low pagespeed, score rank high on Google. They are not hard to find.
Putting into practice
Focusing on providing your audience with the best Content Experience doesn’t change the fact that you are still doing marketing.
