The right content...at the right time...at the right place…
…makes users happy and has become a business-relevant asset. But the world of content is undergoing rapid change. Users are becoming more mobile – in China, 98% of content is accessed from mobile devices. In Germany, too, the greater share of Internet use is now carried out via mobile devices. And the demands on good content are growing accordingly – it must be interactive and provide the opportunity to play and participate. It is particularly important that it communicates the desired message. Users are faced with many different touchpoints and a choice between countless applications. All this must be considered.
It’s not the most expensive content that wins, the flashiest that lures you into click traps or screams at you, but the most relevant content.
What’s necessary is investing in your own content world. A global strategy with clear goals as well as innovative content and asset management is the basic prerequisite. Once started, you must gain in-depth knowledge of the user journey and be able to react flexibly to the evaluation of performance data.
Best practice Fortnite: When a black live stream becomes an event
Epic Games showed how content experience can work. The company relaunched its most successful game, Fortnite, simply by switching off the old version. Millions of users suddenly found themselves looking at a black screen without any accompanying communication, outlook, or explanation. The black live stream rapidly attracted millions of viewers, who willingly took part in the content experience and simply waited without going on the (digital) barricades. Johann Bayerl knows why this strategy worked:
Epic Games knows its users very well and controls all its communication channels.
Johann Bayerl and Johanna Lischke also identify Netflix, the New York Times, or the BMW office in Munich as positive examples in terms of content experience. What are all these companies doing right? They act with a holistic view of their own content world and have abolished their previous silo mentality.
Tips & takeaways
Finally, Ray Sono’s content experts share their personal dos and don'ts on the subject:
Don’ts: The 4 content killers
- Inefficient use of tools or resources
- Lack of planning in regard to KPIs, overview and performance
- Standstill due to a silo-mentality and lack of flexibility
- Stress due to structural processes that aren’t beneficial
Dos: The 4 content superpowers
- Start small: focus and get started without wanting to do everything at once
- Full power: flexibly updating content and strategy, with full decision-making competence to develop an innovative tool and tech set
- Testing: plan – produce – publish – measure. Learn from performance and analysis data and react flexibly
- Lead by example: create best practices and react openly and flexibly
About Ray Talks
Ray Talk is a regularly occurring series in which our customers, partners, experts, pioneers, and inspiration providers from many industries exchange views on a key topic. And finally, to the topic: “Content is experience!” There are always interesting speakers on our stage who share their experiences and give us impulses.