At the virtual AXCD 2020, Robert Weller, Director Community & Education as well as Interim Marketing Director at konversionsKRAFT, spoke as keynote speaker about content experience design. In this interview, Robert tells us what content experience means to him, how the success of content can be measured and how the potential for content automation can be evaluated.
For me, the content experience is the total of experiences (past), expectations (future) and the perception (presence) that a user has with content and, in the broader context, with a brand, products or even employees of a company. It is essential to look at the functional, but also social and above all emotional needs of the users.
It is important to identify ideas from content that comes from different sources of information (customer conversations, social media, data) and to prioritise them, for example, according to effort (production costs/time) and impact (i.e. influence on one's own goals).
It is also helpful to implement the first ideas as leanly as possible and to decide on the basis of the response (impressions, reactions, conversions, etc.) whether the expansion of an idea or a topic is worthwhile. Otherwise, it makes sense to move on to the next idea.
The measurability of content has several dimensions. On the one hand, content is clearly measurable (i.e. quantitative). For example, in the form of the conversion rate or consumption rate. On the other hand, it is "perceptible" (rather qualitative) content. Individual feedback or anomalies in the data that cannot be explained at first. Both dimensions are important in order to fundamentally understand the impact of content. The definition of success must then be made by each individual. My content is successful if it helps people in their personal development in a professional context.
I evaluate the potential of content automation by assessing, for example, how much time I can save, invest elsewhere or to what extent I can save costs directly. Furthermore, it is also about scalability. For example, to produce new formats for new platforms in order to address new target groups. Here, the evaluation is more about the potential of this new target group or platform in terms of economic indicators.
Automated content generation offers you the possibility to continuously optimise the content experience in a scalable way. This means: You can easily and quickly try things out and test variants against each other, and - if they work - implement them centrally and apply them to all your texts without additional effort by regenerating them.
Now it's your turn: test automated content generation and optimise your copywriting processes and content experience.
Robert Weller is Director Community & Education and Interim Marketing Director at konversionsKRAFT, Germany's leading consultancy for digital growth and conversion optimisation. Robert is also a freelance content experience consultant. The focus of his work is "content design" in the sense of strategic conception and visual design of content to optimise user experience and conversions along the entire customer journey.