Customer Engagement and Experience in Content Marketing

Does Customer Engagement Depend on User Experience?

I wrote about customer engagement a few times before. For me, customer engagement simply boils down to whether or not your customers (and potential) customers find value in the content your company is producing.

Often times you will hear about user experience in reference to product development and design. It is incredibly important to factor usability and design into your content marketing strategy or content development efforts. But why? Think about it. If a blog takes forever to load, a webpage is too cluttered, a webform requires too many fields to be filled in, the calls to action are buried, or a landing page is missing something eye-catching, chances are things will not play out as you hoped.

Our Content Marketing Experiment with User Experience

We took this approach when developing our new website. Just under 3 months ago, we launched the OpenView Labs site. With this launch, we are striving to create the go-to resource for senior managers of expansion stage technology companies. Recently, OpenView Labs was highlighted as a showcase by WordPress, based on implemenation and use. While the Labs site is quite robust as it relates to the amount of information available, we are also making it easier for readers to find and view video content. Currently we average about 15-20% for clicks occurring “below the fold” on our homepage. As we gather data, I’ll continue to share my findings on whether or not the fold matters.

How does your company address user experience in content marketing?