Jelene Juario
Many content marketing channels have declared content is king. They also mention optimizing your website for the user experience (UX). However, they never fully explore what UX means for content marketing. In the time of Seamless deliveries and online workout classes, people have higher expectations for amazing user experiences.
Using UX design with your content marketing is important. Adobe reports that 38% of users will leave if the design is difficult to navigate and unattractive. 8 out of 10 users will stop reading content that does not display well on their devices. Such figures are supported by the fact that poorly designed user interface (UI) produces revenue losses of up to $2 billion per year for businesses without proper content marketing and UX alignment. With the right methods, you can easily change the way you produce content in the future.
What is UX (User Experience)?
Imagine your favorite eCommerce website: Which device did you use to visit the website? Were you able to see the product images? How easy was it to find your favorite products? Did you understand the product descriptions? Is the purchase process flawless?
If the answers are yes, then the website has great UX. UX ensures your customers have a great experience: consistent content, prominent product pages, visible buttons, noticeable menus, and much more.
Another term that you may have heard is UI or user interface. While UX handles the research and technical aspects, UI refines them from the outside. UI considers the look and feel of the entire website. This is just a basic understanding of the terms; however, aligning them with your content marketing can help you create a smooth, memorable experience for your customers. Here are some of the benefits of meshing content marketing and UX design.
Benefits of Blending Content Marketing and UX Design
Consistent User Experience
All your content should be in line with the content of your industry. This allows for a seamless UX, allowing users to toggle between your online store, blog, and other website categories without losing them. Consistent content and UX will help you build brand authority and appreciation among your industry peers.
Improved Search Ranking
Choosing the proper search engine optimization (SEO) keywords can work wonders. Websites with proper content, choice SEO, and UX are much more likely to rank high on search engines such as Google and Bing. SEO prefers original, relevant content for showing up in the search results to get potential leads and customers.
Increased Return on Investment
Turn to new tools and resources for content marketing and UX design. UX design and content creation trends come and go, so you must be ready to change small details to your design and content. Useful writing applications like Grammarly, ProWritingAid, and HemingwayApp can enhance your content’s credibility and readability. Once you align your content and UX, chances are high that your website will generate better traffic, leads, and revenue.
How to Use Content Marketing with UX Design in Mind
1. Optimize Content with the Right SEO
Content should always be on-brand. No matter how big or small your company, your content should reflect the niche you’re involved in. Use Google Trends and Keyword Tool to find popular ideas and trends that your audience care about. A content calendar is helpful to plan your marketing activities throughout the year and get your audience excited for timely, on-brand content.
2. Link Building in Content Marketing
An internal link-building strategy reduces the bounce rate of your website and continues to engage users with your content. To make the most of your older content as time passes, plan your future content and internal links. Content from your website is important for engaging readers as well as other websites and useful resources, such as news websites and leading industry channels. For instance, a blog post about free resources for bloggers may have several links to other posts, sources, and relevant pages from your website. Keeping your readers’ interest in your own content is crucial for brand awareness and website traffic.
3. Minimalist UI to Enhance Content
A minimalist UI enhances the readability of content better than bold visuals and distracting ads and pop-ups. Multimedia materials should also be on third-party platforms and embedded on your website for quicker loading. YouTube and Instagram offer ways to showcase your content marketing and link back to your website. Rather than rely on off-putting pop-ups and messages, use calls to actions at the beginning and end of your content to gain interest with your audience. Trust that your audience will turn into leads with impactful content and enjoyable UX design that capture their time and attention.
4. UX Design for Greater Lead Generation & Nurturing
Last, ensure your UX design meets your audience’s needs. Many people leave websites because of complex processes to navigate to a certain page or to buy a product/service. For instance, if your company sells through an eCommerce site, users should not have to click through many pages, identity checks, and confirmations to buy a product. The purchase process should be fast and accessible. This applies to the registration and log-in processes, bookmarking the user’s favorite content, and other interactions. Make sure that your website is a great experience for your audience.
Engage Your Audience with the Power of UX Design and Content
Content should always come first before UX design. Update your website periodically to keep your content and UX design fresh. Use your brand values and characteristics to attract an audience who wants to spend their time and money on your brand. Engage with your audience by answering their questions on social media, in comments, and by old-school emails. The right audience will enjoy your content marketing and stick around much longer with great UX design.
