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What is Content Experience Platforms?
Content experience platforms provide a platform where content is structured and personalized in a way that allows customers to engage with content and improves their interaction with the company. This software focuses on creating custom experiences for audiences by offering personalization functionality. This personalized content helps to drive business outcomes like driving lead acquisition and conversion. Content experience platforms impact customer engagement and helps in streamlining a buyer’s journey by allowing leads to advance their own journeys at their ideal pace.
Content experience platforms are often part of a company's customer experience and digital experience strategy. The content experience created influences in retaining or converting customers by making a brand cohesive throughout the customer experience. Content experience platforms help companies track the time consumers spend with each content asset, and then trigger the next best action in the buyer’s journey.
Key Benefits of Content Experience Platforms
- Enables businesses to create personalized content experiences geared toward audience engagement and offers tools to centralize and organize marketing assets via tagging for its audiences
- Provides metrics on how content is performing, including content engagement metrics like the amount of time a company's accounts, contacts, and leads spent on all marketing content, thus offering the ability to personalize the buying experience to increase content engagement
Why Use Content Experience Platforms?
Content experience platforms help businesses implement account-based marketing strategies, improve sales and marketing alignment, and also assist with content or product recommendations. Dynamic content creates more personalized, one-to-one sales experiences for each consumer and helps businesses centralize and organize content in a repository.
Lead conversion — Content experience platforms contribute to lead conversion via lead forms and personalized call to actions (CTAs). This software also focuses on lead analysis by prioritizing leads through market insights and account-level insights.
Increased brand authority — Brands generate and distribute various kinds of content for their customers across an abundance of channels. Utilizing content experience platforms improve credibility and reputation for a brand. With this content-centric approach, marketers focus more on creating unique customer experiences, which differentiates their brand from others and helps businesses drive true value from their audiences.
Who Uses Content Experience Platforms?
Content experience platforms provides a platform where marketers are given the ability to create and control content experiences. Marketers use tools that help generate leads, boost engagement, and improve demand generation. Content experience platforms help overcome problems like cumbersome landing pages by creating curated content experiences to drive sales for the company.
Marketing teams — Content marketers use content experience platforms to involve their audience by branding and nurturing leads to ensure consistent customer experiences. Content marketers rely on metrics like audience insights to understand how their content is performing. Content marketers are able to add value to their social media strategy by personalizing content with the help of content experience platforms. Additionally, demand generation marketers use content experience platforms to support their company’s growth opportunities by identifying prospective customers through content. This software helps marketers to focus on lead conversions and sales cycles which ultimately increases the growth opportunities of an organization.
Content Experience Platforms Features
Common features for content experience platforms include the following:
Content curation tools — Content experience platforms helps companies create personalized curated content for customers and prospects to generate specific business outcomes. An ideal content experience platform bridges the gap between sales and marketing so that content is produced in a collaborative process. Content experience platforms offers features to curate and share third party content, as well as schedule content so that it is accessible by multiple users. Content curation tools help businesses drive true value by providing relevant content to its prospects.
Audience targeting — Audience targeting allows companies to help prospective customers by delivering personalized experiences based on their interests. Content experience platforms help data-driven content marketers to engage the target audience by providing them digital, personalized content. It enables marketers to create digital experiences for every stage of the buyer journey. To boost content performance and content quality, it is important to create engaging content for a specific target audience as it helps to increase conversions.
Search engine optimization (SEO) tools — Centralizing content by category or topic makes it easier to organize content. SEO brings in traffic that takes less effort and time, thus making it convenient for buyers to find their desired pieces of content. SEO helps to transform the content which is viewed online by increasing search engine result rankings. It makes it easy for users to find relevant content that they are interested in.
Personalization — Content experience products offer personalization functionality to create custom experiences for audiences to impact desired business outcomes. Personalization helps dynamically serve content and calls to action.
A/B testing — A/B testing is one of the most important ways to optimize website funnel in digital marketing. To achieve a higher conversion rate, businesses should optimize their content on the website to its maximum potential. Optimizing content on the site leads to websites getting good traffic and converting more visitors. Marketers use A/B testing to deploy different versions of digital content like a call to action (CTA) or images and track the conversion rate provided by them. Adding conversion focussed content to the site also helps to improve user experience by making visitors spend more time on the website. To attract target buyers and generate high-quality leads, marketing teams put relevant content on their website which results in delivering personalized experiences to each visitor.
Other Features of Content Experience Platforms: ROI reporting
