Forget content marketing, SEO content, and whatever else as you know them. We need to fundamentally change our approach to content. It's not an add-on or a separate thing. It's an inseparable part of the user experience. Let's act that way.
Content: the silent epidemic
Your site's infested.
Most organizations treat content like some kind of horrific disease. They try to shove it as far away as possible from the "real" web site, like a bad case of body lice.
Where do they put it? The blog, of course:
Don't worry, this isn't another put-the-blog-on-the-site-dammit rant. Hopefully, you already understand that blog.site.com isn't as good as site.com/blog.
They also incorrectly define "content." Content isn't "stuff we write to rank higher" or "infographics" or "longform articles."
Content is anything that communicates a message to the audience. Anything.
Product descriptions? Content.
The company story? Content.
Images? Content.
That video of your company picnic that someone posted to your site three years ago and shows everyone dressed as Muppets? Content.
If it says something, shows something, or otherwise communicates, it's content.
Change your approach
We all need to change our entire approach to content. Treat it as part of the user experience, instead of a nasty skin disease:
- Integrate content that can enhance the user experience
- Optimize what you already have
Integrate content that can enhance the user experience
Interlink and integrate related information. That includes connecting promotional to informational and showing related visuals and text on promotional pages.
"Promotional" means product descriptions or anything else that "sells" an idea or makes a call to action to the visitor.
Companies are terrified of this. They believe it'll send customers away. But it doesn't happen.
I have never seen revenue drop because of interlinking or other integration. I have seen it generate long-term customer relationships, increase referrals and increase near-term conversions.
Link to the blog
If nothing else, link to relevant blog posts. People intent on making a purchase aren't going to click away never to return. Check out how Surly Bikes does it:
(By the way, that bike's a steal at $2,700, if anyone's trying to figure out what to get me for Hanukkah this year.)
Linking to a relevant post allows really interested visitors to drill down an additional layer of detail. They can get impressions, learn why one product might be better for them than another, and maybe even (gasp) realize that the folks behind the product are just like them.
Embed related social content
Urban Outfitters does so much right. They have an amazing Instagram account:
But, for some reason, they don't link to it from product pages.
It's OK. I'm not cool enough for their stuff anyway. But why hide all those attractive people using their products? That'll encourage all sorts of purchasers.
Also, link to related social content right from your product pages. Ideally, you want to embed examples right in the page. At the very least, link prominently to the relevant account (but seriously, embed the examples).
Here's another example. I'm definitely a Democrat, but I have to offer a tip to the other side of the aisle here: If you have someone with decent YouTube videos, include 'em. Representative DeSantis has an entire YouTube channel. Why not show a few videos here?
If you want to see someone do it right, have a look at top10.com. They're pulling Instagram images straight into their hotel information.
You can do this with any social platform that lets you: Facebook, Twitter, Instagram, Pinterest, Vine, etc. So what's stopping you?
Optimize what you already have
Your site is already stuffed with content.
You might deny it. But it's true.
So why not optimize what you've got?
Write decent descriptions
Whatever you're selling/promoting, write a decent description. That includes category pages. I'm not sure what to say about the following top-of-category page "description," so I'll go with hysterical, bitter laughter:
By the way, for those who think this kind of content is a great SEO tactic, this site's on page 2 for "jeans."
I'm not thrilled with this one, as it's buried at the bottom of the category page and a little keyword stuffed, but compared to the previous, it's a shining light in the darkness:
That site ranks #3 for "jeans."
Even if you care only about rankings, better descriptions are a better strategy.
At this time, the #1 site for "jeans" has a description buried at the bottom of their category page that's so awful I cried. I'll dig into that another time, but I doubt that travesty is helping them much, and more importantly, it sure doesn't make me want to buy anything.
Don't be ashamed
Your content is not a zit. Show it proudly. I like the way Juicy Couture does it. I can actually read the product description:
This, on the other hand, makes me think I need bifocals.
That's actual size, by the way.
Follow the same rules of typography you would anywhere else. Make sure your type is high-contrast and readable. Put it somewhere that I'll actually see it. At the very least, don't hide it, for heaven's sake.
Guide me when I'm lost
Please don't redirect me to a category page without any explanation. I'm not bashing a pinata.
Blindfolding me, spinning me around 8 times and then sending me on my way is not entertaining. It's annoying as hell.
If I search for a product you no longer sell, and click the description:
- Show me the product page with a "Sorry, this product is no longer available. But you might like..." and send me along
- Or show me a note explaining what just happened
Urban Outfitters does it right:
Nice!
You might be thinking, "Hey, that's not content!"
Yeah, it is. When content disappears, send me to stuff you've got. Content UX 101.
Oh, and that technology thing...
One last step: You need to enable all of this through technology. You have to be able to do all the stuff I listed above. That requires the right tools.
This is the source of teeth-grinding frustration for many content folks. If you can't edit the site, you can't do any of this stuff, right? Weellll yes and no. Here are things I've tried, and the result:
- Screaming. Generally a turn-off. Never gets the desired result.
- Demanding. See screaming.
- Asking, with a justification. Ask for the features you need, explaining why and how they might help. If you can, show competitors who are doing the same thing. This can take.... a..... long....... time. But it works.
- Getting small wins. Can't add a new page? Edit a product description. Can't add a new chunk of content to a product page? Add a little bit to the existing description, or edit it as desired. This one works pretty well, but keep asking for the other features, or you'll never make progress.
- Move off the site. You can set up a separate blog, social media account, whatever. I usually punch myself in the spleen right about then, but this can get results, especially for a big brand. Record the results and use that to advocate for more. Best if used in tandem with #3. Runs directly counter to half this article, but what're you gonna do?
I'm sorry I don't have an easier solution here. Just remember you're not the only person asking the IT team for stuff, or telling your boss you're being prevented from doing a good job, and proceed accordingly.
If you are the boss or IT team, and you're reading this, please: Don't sacrifice content or shove it off the site. Listen to your marketers. They want to succeed. "Helped triple revenue" looks a lot better on a resume than "Proposed worthless ideas." So they've got significant incentive.
OK, but is this legit?
I have to admit, I don't have data on all of this. Know what? Not all marketing is data-driven. But look at some real-life examples of user experience optimization through content:
In the "real world," the environment is the content:
- Starbucks doesn't just operate a bunch of walk-in, walk-out coffee shops. They provide music, comfy chairs and nice people. An experience. Not a transaction.
- New car dealers have completely transformed from big lots with cheesy pitches to mini-museums.
- Airlines attempt to sell an experience. Some do it better than others. And it's not about money. "Low fare" airlines like Southwest have been particularly successful.
Online, features and... well, content are the content.
- Amazon feels like a purely transactional site at first. But in-depth reviews, editors' comments, lists of recently-viewed items and other gadgetry transform the site.
- Woot.com lives and breathes cool content. It's their brand, and it's an intimate part of the user experience.
- And check out Surly, as I said above.
These brands all do pretty well, yes? Good content UX sure doesn't hurt.
Another example: We worked with a major fashion brand. We got them thinking about the content user experience. They integrated, and optimized their product descriptions. Our technical recommendations had to wait for release cycles. It didn't matter. They immediately hit number one for the most competitive phrases in their industry. Coincidence? I think not. So, even if rankings are your only goal, content UX is a powerful tool.
Get to work
Practice user experience optimization through content. By "optimization," I don't mean "stuffing in keywords until readers want to puke." I mean "optimal combination of promotional and informational content."
Content optimization drives interest, engagement and yes, rankings. It also takes visitors from transactional to loyal.
Remember that nauseous feeling in the pit of your stomach when you visited the site with excellent design but with poor content? How about the feeling of searching for excellent reference but when you click on it, it's all about bull?
Hold that!
I do agree on the idea that content should be part of UX considerations, a huge part I must say. After all, why are your users visiting your website? What are they looking for? Content, it is. And with thousands and millions of various types of content being produced in a rapid pace, every user becomes the auditor, the scrutinizer. But with good content, good user experience, the once scrutinizer user can be your liege man and content expounder. Swear! It works!
Give and demonstrate the power that quality content can have for optimal user experience.
True , content is becoming increasingly important throughout our site and where else ' mimes ' you'll be better in the long run within the SEO, but bear in mind that without link building techniques today is almost impossible to achieve first page of Google in competitive sectors, more and more .... In short , the content is top priority but never forget our dear linkbuilding .
I'm agree with you Iván. The post have a great point about the future SEO that Google wants, pero today is today, and now the content don't works without help like linkbuilding.
Agree Ivan, The Quality Link Building always does matter, not the quantity.
"Don't be ashamed" spoke to me the most. Companies who were active in SEO 5-10 years ago likely had keyword-stuffed, below the fold, hidden content that was 'just for SEO' and that is something to be ashamed of. When it comes to content, nothing should be 'just for SEO.'
Oh and this nugget: "I don't have data on all of this. Know what? Not all marketing is data-driven." I'm a huge advocate of this idea. Understanding the actual human experience will always win. Reminds me of a the WBF about marketing to an unexpected audience.
Good post - glad to see UX posts in here!
Agree with Sheena that most of the SEO still using the Old technique stuffing keywords in content, below the fold etc. but the attractive and informative content always gets its price.
All I have to say is thank you for this post. If only more businesses understood the value in creating quality content, the web would be a better place.
You're welcome!
Great examples Ian! These kinds of post help sell digital marketing services easier. Content marketing is core and posts like these help clients start to understand these concepts better.
I'm sending your comment to all my clients.
Interlinking is a great way to keep visitors on your site. Show them links that you think they'd be interested in. Sometimes a visitor isn't sure where to head next on your site for more information. If you guide them along, there's a good chance they'll stay longer and have a positive association with your company.
Yup. Certainly better then spinning them around and hoping for the best, in my experience :)
For UX I think it comes down to looking at each element on the page and figuring out, what can we do to make this the absolute best possible experience? Content needs to be treated this way.
If you have low-res, unappealing images on a product page, that's certainly going to influence decision making. This post reminded me of an article about Airbnb, which mentions how one of their 'growth hacks' was to use professional photography for their rental listings to enhance the user experience.
It's about an overall approach to quality content: Images, video, text, whatever. Make it a great experience and good things happen. Thanks!
Your point about redirecting when a link is broken (or product is sold out, etc.) is spot on. You can keep people on your site longer and keep them interested in what else you have to offer if you do this with EVERY redirect page. There are far too many sites that just offer a sad "Oops, the monkeys stole the code" or some weird, random quip... which is funny, but not too useful.
Pinterest is probably the best example of placing content that drives UX.
Creating content is probably the hardest thing to do if it is an after thought. If you are selling a product, service, or whatever it might be you should focus on what you have to offer your customers. The social media and promotions should all be secondary, if you have a good product it will sell itself through the social media and what not because people will want to share what you have to offer. There is nothing worse than going on to a website and clicking through their social media sites and everything else and not either knowing what they are trying to sell or still having so many questions about the product. If a customer has to click off your page to find answers about your product most likely they are gonna find the answer on a competitors page and buy there.
My self Ram Phelix founder of Mobile App Development Company India. i think user experience design and usability testing are easy to use with Web Apps.
For a content is punchy, there is only one thing to do: make it unique and original. I am quite of your opinion. "It's Time to Treat Content as Part of the User Experience"
Your article is very insightful for me many new ideas. now I see beyond the creation of new content, the customer approaches the new style is also very important, which makes customer does not get bored ...
Nice tone in this article. When people do something stupid, you can walk on or point it out. They won't like either.
Great post. It all comes down to the old "adding value" point. I've seen so many people adding on blogs as an after thought because "we need it for SEO". Designers, SEOs and developers need to be working together in order to build sites that look good, offer great UX and are practical to build without missing targets. It's a basic thing but it's surprising how often people get it wrong.
Totally agree Brett! Some marketers were like, "Let's make some content for some linkbait!" On my end, Designers, Developers, SEOs should not only work together but each and everyone of them must know what good content is.
Linkbait. Sigh. A term that drove good content right out of existence. And I helped it along, too. Guilt abounds.
Really nice and interesting Post, love it when these come with real examples. And the idea with "Product sold out - this might be interesting for you" might be really useful for me, didn't think of this yet. Thank you.
Thanks for the post Ian!
I don't know when the idea of "content" became detached from all of these important areas, and just became "articles" for the sake of having "SEO-content". But it seems to be a trend (epidemic as you say) that needs to stop.
I think this post really helps breakthrough this misconception and gives some good ideas on how to start re-thinking about the proper ways to leverage good content on a website.
You're welcome, Philip. Spread the word!
Hi Ian, great post! I strongly believe that some of the most valuable content can be product descriptions and on the money pages. For example, several years ago I purchased a $1,000+ espresso machine from a company named Whole Latte Love because of the awesome video content. This was a big purchase for me and they had multiple videos of 5+ minutes walking you through how to make drinks, how to clean the machine, and so much more. I likely would not have purchased the machine had they not had those videos or if they had been buried on the blog.
By the way, I tried to order you the bike for Hanukkah... Would you believe they were sold out of the frame? ;)
No way. I'd be OK with an advanced order on the next shipment.
Extraordinary post. Everything comes down to the old "including quality" point. I've seen such a large number of individuals including web journals as an after thought in light of the fact that "we require it for SEO". Planners, Seos and engineers need to be cooperating so as to assemble locales that look great, offer incredible UX and are down to earth to manufacture without missing targets. It's an essential thing however its astonishing how frequently individuals get it not right.
It's a real challenge to create great content, but is even more challenging to create content on a continues bases without making constant changes, unless its a product based/ecommerce.. But your ideas are helpful to overcome the issue! Thanks
Common sense - content is king!
Gracias por compartir con nosotros toda esta información. El marketing de contenidos es básico y mensajes como este es de gran ayuda para comprender mejor este tipo de conceptos.
Yo la verdad es que no tengo mucha facilidad a la hora de redactar y por eso cualquier información relacionada con el marketing de contenido me es de mucha ayuda.
Otra vez enhorabuena por el post ;)
I would definitely like a link to "That video of your company picnic that someone posted to your site three years ago and shows everyone dressed as Muppets? Content." :)
Don't forget quality alternative text for images. It provides useful information to folks who have CSS disabled, as well as those who use assistive technology, what you're trying to communicate about the image. Content isn't just the body copy. It's structure, such as headers and alt text for images. And hey, bonus, it improves your SEO!
There is not much relevant information on this topic on the internet, thanks for sharing some knowledge and very well explained.
Wow! This right here was the perfect summary description for this article and thanks Ian it was very well written. As you pointed out most websites have a wealth of information readily available that can be retooled to accommodate a blend of promotional/informational. For instance take Saas (software as a service) companies with knowledge portals which are completely devoid of promotional content because the only people consuming that content is thought to be current customers. With a little extra love those help help articles could become full-fledged SEO content pieces, for instance adding a video interview focused on said topic.
Videos and images are still underutilized outreach tools also. Ever aspect that a user takes in is content. Product pages, 404 pages, employee bios...it all serves a purpose. Good examples cited and great post!
Hey Ian, Thank you so much for giving us rich information about the content, how to manipulate it in right direction.
As more information about how you make the article is better because you will create more accuracy from the reader and will be better for SEO.
Thanks Ian Lurie for explaining this content strategy with suitable examples......
Ian,
This was a great post. I continually have the struggle of relaying to my clients why content is so important not only for their marketing efforts but also for user experience. I really appreciated how well you articulated this principal and provided great examples to prove your point. I will be sharing this post with my clients to help them better understand the importance of good content.
"Not all marketing is data-driven."
THANK YOU! I feel that not enough people understand that not every marketing (and content and community decision) is going to be based wholly on data. But, that doesn't mean we can't then measure those decisions.
I think the major issue I have when coordinating the UX team with any content I'm writing is collaborating effectively, especially when the teams are geographically dispersed. I imagine this is partly a tool problem, and partly a mindset problem.
To add a note as well. One thing that your optimized content must offer is a few solid conversion paths. Every visitor that clicks on your site is unique, what I mean by that is... each visitor is at a different point in his buying process. Make sure to capitalize by covering a few different conversion paths in your page content.
Thanks for the great post!
I totally agree with Mike Lowry Correct Information with Innovation is always awarded by the Google and People as well.
Let's hope that everyone has one thing in mind Optimize your sites content for the User Experience first, then Search Engines!
Let's make sure to remember that user assistance content (including error messaging) is every bit as important as all the other categories of content mentioned here. How we communicate to people what they need to do to move along their intended path is of primary importance. It needs to be clear and remedial and reflect the "brand voice." Error prevention is part of this.
Ufff very nice information, i'm new in this moz blogs and i'm very excited to read and comment this :)
How did you end up being named 'carpetsamples?' Did your parents have something specific in mind?
Hahaha !
Ian, he's promoting his site carpetsamples dot net
You are right