The experience you give your customers matters so much. If your website doesn’t work for your users, you’ll lose them. Not dedicating time and thought for UX will therefore impact the effectiveness of your SEO strategy and will put pay to those all-important conversions.
Put simply, you have to cater to your customers’ needs. If your site doesn’t do that, they’ll find one that does.
But what about your content? Thankfully we’re all well past keyword stuffing and spammy blogs, but too many brands are still ignoring experience when it comes to their content strategy.
Creating content from a position of strength
When you engage with your customers you’re doing so from a position of strength.
When customers approach a travel company, they want expert knowledge. In-store they want advice on the best holiday for their needs. In-resort they assume and rely on the expertise the company has of the location they’re in to get the best out of their all-important time away.
The same goes for your content.
When you engage with users on social media, live-chat, or through your call centre, your customers expect you to have the capabilities to help their needs. Again, they’re relying on it.
The same should always apply to your content.
Which is why it’s strange that so many brands still seem to forget this.
Using experience to your advantage
Let’s stick with the travel example. What are your non-transactional keywords telling you?
They’re likely telling you that your potential customers have questions like:
– Where’s hot in October?
– What’s the food like in Sicily?
– When’s the best time to visit Southeast Asia?
What’s your content strategy then? To create destination guides answering these key questions of course. It’s a good job no one else has thought of that.
Now the data doesn’t lie. You can see that these questions are important. People are searching for the answers. But what’s your point of differentiation?
That’s how you can give your customers what they need using your position of strength.
The smell of good travel content
Travelling is all about the senses. What you can see is only half the pleasure.
You process incoming smells through something called the olfactory bulb, which starts in the nose and runs along the bottom of your brain. Basically it has direct connections to the areas of the brain that are strongly implicated in memory and emotion.
That means if you ask someone about their trip to India, they’ll not only remember exactly how it smelt, but also how the place makes them feel. That’s really powerful stuff.
Put simply, your travel content needs to elicit this emotion. Don’t just describe what you can see. Describe the smells, the sounds and even the touch – just not white sand between your toes, we’ve been there before.
And how do you do that?
Through using content creators with experience. That have been to the destination, that live there or that know its true secrets.
Unfortunately, an in-house content team simply can’t provide this authenticity by churning out 10 articles a day about all your worldwide destinations.
Yes it sounds like a lot of work, but your content will be transformed from run of the mill. Bring these creators into your planning. Give them free-rein to talk about the best of the destination. That’s how your content will stand out.
Never forget the smell. The smell is so important.
Word of mouth is the way to go
Everyone remembers that scene in the beach with Leo and Robert Carlyle. How one man’s description of a single place can dramatically change the course of another’s travels.
While of course this is fantasy – the real beach in Thailand is packed with people with selfie sticks – but the process rings true.
Anyone who’s travelled for any length of time will attest to the power of word of mouth. A description of a place you simply have to see from someone who’s just been there and can’t contain their excitement is a very powerful thing. A rumour running around a hostel of the unknown spot nearby can change the course of a carefully planned trip.
By capturing the power of experience in your content you can not only answer the questions you know people are asking, you can give them someone new and unique that could change everything about their holiday planning.
Making experience integral to your content creation
Don’t ignore the people that know. Put that time and effort into your content to work with the people that have unique knowledge of specific locations and let them do their thing.
If your writers are relying on Google, how will your audience ever discover the unknown treasures that will make it an unforgettable trip?
Make content creators with experience and unique knowledge central to your content strategy and you’ll give your users what they crave.
At Last Dot Content we have a global network of content creators. We do the hard work for you by matching you with the right content creators for every project. You can learn more about our process here.
Get in touch with us today to discuss your content requirements.