Marketing

How Content Experience and Product Experience Are Connected

Ty Nilsson
Sr. Director of Demand Generation at Tiled
December 29, 2020
October 12, 2021

If you want your customers to stick around, you need to give them an experience. Everything from the ads they see to the blogs they read and the products they buy should offer a meaningful and memorable experience. And if you do it right, your content and product experiences will complement each other and turn leads into loyal customers.

Find out more about just how connected your content is to your product, and how Tiled can help you improve your overall customer experience.

What Is Content Experience?

Content experience is the total interactions a customer has with your content. If you think your content is only your website and/or blog, you’re missing a big part of what it can include. Any contact your customer has with your company that isn’t with your product is part of the content experience. This includes everything—your marketing, social media pages, pictures, website, newsletter, onboarding content, and so much more.

Your content experience is a stream of content, not just chunks of touchpoints. One piece of content should point your customer to the next, and the next, and the next.

What Is Product Experience?

The product experience focuses on the time a customer spends with your product. It starts the first time a customer tries on a shirt, takes a bite of a sandwich, or logs onto your platform.

The product experience doesn’t start until the customer has the product in their hands and is interacting with it. So, if a customer is shopping online, looking at pictures and videos, or even buying the product, they have not yet started the product experience.

How Are the Content and Product Experiences Connected?

Content introduces and sets expectations for the customer for the rest of their time with your brand. Here are a few specific ways content does that.

The Content Experience Is the First Impression

The first impression a customer has about your brand can share a wealth of information about the brand’s persona and the quality of the product.

For example, Apple’s main website features plain black and white backgrounds with minimal text to help convey the sleek and highly designed feel. Their products are the highlight of the site and they don’t distract with unnecessary flair. Instead, Apple’s content is able to share the feel and style of their company as well as their products.

The Content Experience Guides Customers to the Product Experience

Content should always be there to have a purpose, and great content leads to the sale of a product and increased conversion rates.

On Lego’s website, a product has a detailed image of the bricks you will get with the kit, the complete kit, close up individual shots, and kids and parents playing with the bricks. That content helps build Lego’s persona and style and informs customers exactly what to expect when they start the product experience.

Without a content experience, customers will never gain brand awareness or learn about the product. Content helps bring customers to the brand and one step closer to purchasing a product or service.

The Content Experience Reflects the Product

Customers assume that what they see and hear in the content experience will continue to the product experience. A well organized, polished, and professional content experience helps the customer cultivate the idea that the product will be the exact same thing.

When Tiled worked with Skullcandy, we helped them create an experience that reflected their brand. Skullcandy used dynamic, engaging microapps built in Tiled to represent the brand and the product.

The Content Experience Can Overrule the Product Experience

Content can often broadcast and create idealistic images of what the actual product experience will be like. For some customers, the messages and feelings shared in the content experience will override the product experience. You can see this in fast food content. Their content, even up to their menus as you are about to order it, is pristine. It’s not just a hamburger, it’s the juiciest patty with the freshest crisp lettuce you have ever imagined. It makes your stomach rumble and your mouth start to salivate.

The content experience of that fast food is so amazing that when customers get presented with a heat lamp special with a squished bun, half-melted cheese, and unsalted fries, they still enjoy it. Without the content experience, the smashed burger made by a minimum wage high school student wouldn’t have tasted nearly as good.

A negative content experience can cause the same results, but it isn’t a good thing when that happens. If a customer is confused, turned off, or disgusted by the content experience, it doesn’t matter how good the product is—they may still hate it.

Tiled Can Help

Tiled can help you design your brand experience to be truly memorable. Tiled microapps help your customer interact and explore the content they want to see, in a digital environment that projects your brand persona. Request your demo today to see how Tiled can help improve your content experience.

Topics
Customer Content
Marketing
Online Marketing
Ty Nilsson
Sr. Director of Demand Generation at Tiled