UX Driving Content Delivery featuring Vaishali Dialani
In this engaging episode of the Let's Talk Marketing podcast, Senior Customer Experience Strategist Vaishali Dialani shares valuable insights into the evolving landscape of marketing, emphasizing the importance of content structure and funnel strategy. Vaishali, who has a deep passion for designing user experiences, discusses the shift from traditional Content Management Systems (CMS) to more holistic Digital Experience Platforms (DXP). These platforms enable marketers to manage and optimize customer interactions across various digital touchpoints, from websites to mobile apps. She highlights the necessity of aligning content with different stages of the marketing funnel—awareness, consideration, and decision—to create a seamless and persuasive customer journey. Additionally, Vaishali emphasizes the need for quality over quantity in content creation and shares emerging trends like interactive content and voice search optimization, which can significantly enhance user engagement. Her insights are particularly valuable for content marketers looking to leverage advanced digital tools and strategies to deliver exceptional customer experiences.
Key Takeaways and Insights
Takeaway 1: The Importance of Customer-Centric Creation Strategies
The key to crafting impactful content lies in being deeply attuned to the customer's needs and preferences. Vaishali, in the podcast, underscores that the essence of effective content creation is understanding and addressing the specific experiences and emotions of the target audience. She highlights that this approach goes beyond just publishing content; it involves aligning content strategies with the entire customer journey. This means considering how users interact with content across different touchpoints, from initial awareness to decision-making. For instance, Vaishali describes her involvement in every stage of content development, from design to delivery, ensuring that the final product meets the customer's expectations. By focusing on what users truly want and need, businesses can create content that is not only engaging but also relevant and valuable to their audience.
"I work with developers, I work with quality assurance teams to kind of say, okay, you know, here's what we started off with designing. Here's what's being developed, here's what's on the site, here's what the client wants, here's what's being tested and what's happening in the UAT and the final product that's being delivered."
The emphasis on being customer-centric in content creation is crucial for modern marketers. It’s not just about creating content that looks good or sounds right; it’s about delivering value that resonates with your audience’s specific needs and preferences. This principle applies universally, whether you’re a marketer or in any other field. Your initial roles and experiences shape your approach to problem-solving and innovation. By continually focusing on the user’s perspective, you ensure that your content remains relevant and engaging. In essence, every job can teach us something valuable about tailoring our approach to meet our audience’s needs, making our content more impactful and effective.
Takeaway 2: Leverage Digital Experience Platforms (DXP) for Effective Content Strategy
Digital Experience Platforms (DXP) have revolutionized the way we manage and deliver content across various digital channels. Unlike traditional Content Management Systems (CMS), which primarily focus on website creation, DXPs offer a more comprehensive approach to enhancing user experiences. Vaishali highlights how DXPs facilitate the management of digital content across a range of devices, including tablets, mobile phones, and kiosks. This broader scope allows for more personalized and engaging user interactions. A crucial aspect of using a DXP effectively is understanding customer behavior.
Vaishali shares, "I think a lot depends on your customer behavior and behavior patterns and who your demographics are," which emphasizes the importance of tailoring content to fit the preferences and needs of your audience rather than relying on a generic approach.
"DXP stands for digital experience platform. And this is a wide platform which manages your digital experience across tablets, mobile kiosk, any kind of channels you want to tap to the customers at different points."
DXP’s are essential for modern content strategies because they allow businesses to create a cohesive and personalized experience for users across multiple touchpoints. For instance, a retail brand might use a DXP to provide a seamless experience from a customer’s first interaction on their mobile app to their in-store visit. The platform can manage everything from personalized product recommendations based on browsing history to tailored notifications about sales and promotions. This holistic approach ensures that content isn’t just pushed out, but rather delivered in a way that aligns with the user's journey and preferences. By leveraging DXPs, organizations can shift from a reactive to a proactive stance in content delivery, ensuring that the right message reaches the right audience at the optimal moment.
Takeaway 3: Emerging Trends: Interactive Content & Voice Search for UX
Vaishali emphasized the growing significance of interactive content and voice search optimization in enhancing engagement. Interactive content, such as quizzes and polls, is becoming prevalent on social media but is still underutilized on websites. She highlighted that incorporating these elements can deeply engage users. Similarly, voice search optimization is emerging as a crucial trend, allowing brands to create more humanized and responsive interactions by adapting content for voice queries. This approach not only aligns with current user expectations but also positions brands at the forefront of digital innovation
“Interactive content works very well. That's something that you see a lot of on social media posts necessarily. Like, hey, there's incorporating quizzes or polls or interactive videos to engage users more deeply, but it's not there on sites just yet enough,” Vaishali noted. On voice search, she added, “I think voice search optimization is big. It's really growing. And I think that's the future also, because today you see it's humanizing the experience than it has ever before. It’s about adapting content to a voice.”
Interactive content, such as quizzes or polls, isn't just a gimmick—it's a powerful way to increase user interaction and retention. However, it’s crucial to balance this with traditional content to avoid overwhelming users. Voice search optimization is another area to watch. As more users rely on voice assistants, adapting content for voice queries can make interactions smoother and more intuitive. For marketers, embracing these trends means staying ahead of the curve and meeting users' evolving expectations with innovative strategies. By integrating interactive elements and optimizing for voice, you can create more dynamic and engaging user experiences.
Key Quotes
"I love designing experiences. I think there is something about feeling and experience and there is this role or what I do for a living. There is no filter or difference between a personal life Vishali or a professional life Vishali, because experiences are so neutral."
"So DXP stands for digital experience platform. And this is a wide platform which manages your digital experience across tablets, mobile kiosk, any kind of channels you want to tap to the customers at different points."
"It's no longer of like, hey, I think let's write about the marketing funnel, and it'll be a great post. And then your. And post as just like 50 lines altogether."
"Interactive content works very well. That's something that you see a lot of on social media posts necessarily. Like, hey, there's incorporating quizzes or polls or interactive videos to engage users more deeply, but it's not there on sites just yet enough."
"Quality over quantity? I think, yes, something I would definitely say. You know, I was telling this to somebody the other day about how everyone is a thought leader in today's day and space, and it's a bit overwhelming because the credibility of actual thought leaders is gone. The quality has deteriorated because of the quantity that's available."
