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At the virtual AXCD 2020, Robert Weller, Director Community & Education and Interim Marketing Director at konversionsKRAFT, spoke as a keynote speaker about content experience design. In this interview, Robert explains what content experience means, how the success of content can be measured and the potential for content automation evaluated.
Your lecture on "The Why & How of Content-Experience Design" got a lot of compliments at the AXCD 2020. What does content-experience mean for you?
For me, content experience is the combination of experiences (past), expectations (future) and the user’s experience (presence) with content and in a 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.
The content planning process is difficult for many content people. What are your tips for getting content?
It is important to derive ideas from content that originates from different sources of information (customer conversations, social media, data) and to prioritize them, for example according to effort (production costs/time) and impact (i.e. influence on one’s own goals).
In addition, it is helpful to implement initial ideas as lean as possible and to decide on the basis of the resonance (impressions, reactions, conversions, etc.) whether the extension of an idea or a topic is worthwhile. Otherwise, it makes sense to start with the next idea.
Success with content. What does that mean for you? How do you make success measurable?
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 “perceivable” (rather qualitative) content. Individual feedback or anomalies in the data that cannot be explained at first. Both dimensions are important to understand the effect of content in general. The definition of success then has to be decided by each individual. My content is successful if it supports people in their personal development in a business context.
How do you evaluate potentials for content automation?
I evaluate the potential of content automation by estimating, for example, how much time I can save, invest elsewhere, or to what extent I can directly save costs. Furthermore, it is also a question of scalability. For example, in order to produce new formats for new platforms and thereby address new target groups. Here, the evaluation is more concerned with the potential of this new target group or platform in terms of economic key figures.
This is how you benefit from automated content generation in the further development of the content experience
Automated content generation offers you the opportunity to optimize the content experience continuously and above all 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 text generation and optimize your content creation processes and content experience.
Background information about Robert Weller
Robert Weller is Director Community & Education as well as Interim Marketing Director at konversionsKRAFT, Germany’s leading consultancy for digital growth and conversion optimization services. Robert is also a freelance Content Experience Consultant. The focus of his work is “content design” in terms of strategic conception and visual design of content to optimize user experience and conversions along the entire customer journey. His book “Content Design” was published at the end of 2017 and will be reissued at the end of 2020.