A few years ago, just having content on your website would have been enough to satisfy your prospects and customers. Unfortunately, content is only one piece of a successful content strategy today. One thing I preach to my clients is that everything a customer or prospect does—from finding your website online to discovering and consuming your content—is driven by the effort you devote toward designing the best possible user experience. If design, experience, and optimization isn’t part of your content strategy, then you might need to reconsider what you’re doing.
You won’t find it surprising to learn that I’m an advocate of original, quality content. Delivering the right content at the right time is one surefire way to entice someone to take action. But content marketing can be so much more than copywriting, managing writers, and content strategy. It can, and arguably should, comprise the building blocks of your entire presence on the Internet. Everything from your site’s architecture to its visual design can be augmented by content. Each piece of content on your website is a user experience; your entire website should provide an immersive experience as well.
Jonathon Colman, a content strategist at Facebook, recently delivered a presentation at Content Marketing World wherein he argues that better content starts with a solid interaction design, a better user experience, and smart designs. After viewing his presentation, I couldn’t agree more as he is championing my number-one belief.
Focusing on design experience and the optimization of content could make an immediate impact in your recruiting efforts. It’s really simple when you think about it: Having great content invites new visitors to discover your brand. That in turn gets them curious as to what you’re about; eventually, they’ll connect to your mission on a personal level.
When both passive and active job seekers consume the content you’re creating on your website, they’re better able to understand your company and the values that are important to you. Content certainly has the potential to be your most important recruiting tool; however, without a clean and easy way to navigate your site and discover the content you publish, you could turn away these potential recruits. Even worse, you could drive them to your competitors who are devoting resources toward optimizing their content design for stronger reader experiences.
Now is the time to reevaluate the resources you dedicate toward your design optimization initiative. Your content, and how you present it, leaves an impression on visitors, including potential customers, current partners, and prospective new hires. It’s like showing up to a black-tie event in jeans and blazer—sure, you might know what you’re doing, but when it comes time to deliver on your promise, do you have the experience and foresight to show your audience the money?
If you’re creating content but not thinking about how it’s packaged, you might want to take a moment to reconsider and reorganize your priorities. Site design contributes to on- and off-site experience. Download Skyword’s guide to reducing bounce rate to learn more about how you can improve user experience and keep your audience engaged.
I truly believe content only succeeds when it offers a comprehensive experience. It has the potential to be the building block of your entire Web presence—so make sure you dress it up and make it look good.
Learn more about how Skyword can help you enhance your website’s design and keep users engaged by requesting a platform demo.