If users can’t find your content, does it even exist? The answer is that it might as well not.
It is essential that your organization makes content easy for users to discover or find. In fact, we have found that this is so important, that Content Science includes Content Discovery as one of the six dimensions of content effectiveness that we measure with our ContentWRX software.
ContentWRX evaluates content effectiveness across these six dimensions: discovery / findability, accuracy, usefulness, relevance, polish, and influence. Our research has found that content was 53% less effective for people who experienced difficulty finding it. And, when people perceived content as hard to find, they also seriously doubted its accuracy, relevance, and usefulness to their goal. If your customers had trouble finding your content but eventually did, they are:
This step-by-step starter guide walks through key ways to get your content discovery initiative going.
Don’t let old and underperforming content hinder users from finding the right content.
Here are suggested ways to get started with content cleanup:
Focus on tried-and-true practices that will help search engines, such as Google and the search engines on your website or mobile app, retrieve the right content.
Here are suggested ways to get started with content optimization:
Your users shouldn’t have to do the work of finding your content. Start thinking about how your company can take on the burden of connecting your customers with the right content.
Here are suggested ways to get started with content personalization:
To personalize content delivery as well as deliver content efficiently across channels, touchpoints, and devices, your content needs coding. Your content management system or content marketing platform or artificial intelligence solution (such as a chat bot) doesn’t magically make that happen.
Here are suggested ways to get started with content coding:
Follow these steps and suggestions to begin to put together a plan for improving content discovery. Once you have identified what your organization needs to do to get started with content discovery, an essential next step is to find out (using a tool such as ContentWRX) how your content is currently performing in terms of discoverability/findability. Understanding where you are will help you determine how fast and how far you have to go to make sure users can find your content. You can also learn more about content discovery in The Content Advantage or by partnering with Content Science.
Content that uses emotive language performs nearly twice as well as purely factual content. Learn more in this guide from Acrolinx.
Learn why one page is rarely enough to rank for competitive topics and how to build a content cluster that positions you as an authority in this MarketMuse whitepaper.
Make better content decisions with a system of data + insight.