[Case Study] Content User Experience - Quality versus Quantity with Eeshita Grover of Cisco
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The document discusses the concept of content experience, emphasizing the importance of how content is structured and engaged with by users, beyond just its textual content. It distinguishes between usefulness (product-centric) and utility (consumer satisfaction) and highlights various factors influencing usability, including product age, market trends, and consumer personas. Additionally, the document outlines how aligning content with buyer stages can enhance user motivation and satisfaction.
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[Case Study] Content User Experience - Quality versus Quantity with Eeshita Grover of Cisco
- 2. Content User Experience: Quality vs. Quantity Eeshita Grover
- 4. A content experience is the environment in which your content lives, how it's structured, and how it compels your prospects and customers to engage with your business. Unlike content marketing, content experience takes into account how people consume and interact with your content, not just the words on the page. Uberflip
- 5. Usefulness + Utility = Usability Usefulness is product or object centric, whereas utility is satisfaction or consumer centric. Utility is more subjective than usefulness.
- 6. Possible Scenarios • Age of the product – First time release vs. a well-established product/service • Market Inflections • Access to new media
- 7. Usability of Content • Quantity • Quality • Availability and Presentation • Persona Analysis Identifying key segments of the product’s consumers Provides insight into the user’s motivations and pain points Content and personas are aligned with the stages of the buying cycle to help identify the type of content best suited for each situation.
- 8. Age of the Product • Mature product • New product • Size of customer base • Demographics • Crowd expertise Quality Quantity
- 9. Inflection Points • Change in usage habits • Age groups • Impact of adjacent technologies • Breakthroughs Quality Quantity
- 10. Presentation and Delivery • Internet of things • Artificial Intelligence • Machine Learning Quality Quantity
- 11. Because content is a tangible asset that accompanies the product Content – The ’other’ Tangible
Editor's Notes
- #3: Designing the content experience revolves around the quality and the quantity of content. Answering questions like what kind of content, how much of it, and where should it be located are prime in a content professional's mind. In her talk, Eeshita will discuss and share the pillars of content user experience — both quality and quantity. The attendees will learn techniques and processes to enable quality and monitor quantity of valuable content.
- #6: A content experience is the environment in which your content lives, how it's structured, and how it compels your prospects and customers to engage with your company. Unlike content marketing, content experience takes into account how people consume and interact with your content, not just the words on the page. - Uberflip
- #12: Hence quality and quantity will always be decision drivers …