In a time of social distancing, we are closer than ever. We have found a way to connect and engage. With our loved ones and our favourite (local) brands. We act human, in a digital way. The big question on everyone’s mind: will we ever go back to normal? Even when we are able to leave our houses again, our way of engaging, working, shopping … has changed. We changed. Your audience changed. The big challenge: how to create and deliver digital experiences for your connected audience?
Rethinking digital engagement
Even when we leave our house and go out again, we have changed our ways. In a blink of an eye we went from busy lives full of work and social activities to a world that consists of our own home and families. We had to rethink our entire routine. Parents became teachers, our dining table a home office. Our physical world became a digital one. That’s why we need to integrate digital and experiential content in the customer journey of your audience. When (here’s hoping) we live in a post-COVID world, your audience will have new expectations for how they engage online. Their expectations will become the new normal. They will look for authentic, interactive, connected, entertaining and real, human content.
Changing the game
Let’s be honest, something amazing is happening: we are seeing each other, we are looking into each other’s homes, people are people. There’s nothing new under the sun: looking at your audience as people, people with kids, a home, a job … makes your communication better, it makes your content better. Creating content is one thing, but what is your audience doing with it? Are they just reading or watching it? Or do they experience it? With experiential content we engage our audience, in every stage of the customer journey. They should be clicking, sharing and enjoying your content. These days we are experiencing content in different creative ways because we are forced to. We need to learn from this and implement this knowledge in new projects. We need to shift towards new digital platforms, thinking of interactive webpages, live webinars, curated content hubs, interactive landing pages… Your content needs to be experiential, multi-touch and most of all personalized.
Experiential content to drive the customer’s journey
Attract your audience and feed them with engaging content experiences. Let them discover your brand/product. Your audience is looking for content that helps them, they want to read, explore, feel more. So make sure they are finding what they are looking for and that each experience leads to the next: don’t wait for the next content touch, enable audiences to jump from experience to experience. The goal of each experience? Engagement! If they are willing to go deeper with you, they are willing to be your friend. This is how people are consuming content these days.
We have an opportunity to be real, so let’s!