UX for Content Marketing: Creating Emotional Experiences

UX for Content Marketing
User Experience Beyond Usability
“It’s not just what you say; it’s how you say it.”
Tommy Landry, President
For Austin Content Marketing Meetup
September 27, 2013

About Tommy Landry
9/30/2013
Copyright 2009-2013, Austin Return On Now Internet
Marketing LLC. All Rights Reserved.
2
President, Return On Now
Specialty: Internet Marketing
SEO, SEM, Content, Social, Websites, Online Advertising, Web
Analytics, Metrics
20+ Years Marketing
13 Years SEO
9 Years SEM
Lifetime of Content & Social

Where to Find Me
Twitter
Me: @tommy_landry
Business: @ReturnOnNow
LinkedIn: www.linkedin.com/in/tommylandry/
Email: tommy@returnonnow.com
Website: http://ReturnOnNow.com
Facebook: https://www.facebook.com/ReturnOnNow
Google+: Follow Our Page
9/30/2013
3

Agenda
9/30/2013
4
What is User Experience
How to Create A User Experience
Identifying the User
Real Samples and Discussion

What is User Experience?
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User Experience is NOT…
Source: http://www.flickr.com/photos/goblinbox/
SOURCE: http://www.flickr.com/photos/mojosaurus/
Raw Information
Website Design
Well Written Code

What is User Experience?
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6
Standard Definition:
“A person's perceptions and responses that result from the use or
anticipated use of a product, system or service”
Source: ISO 9241-210 (About Ergonomics!)
What I Think About That:
SOURCE: http://www.flickr.com/photos/lorenkerns/

What is User Experience, REALLY?
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7
It’s the Way We Make the User FEEL
SOURCE: http://www.flickr.com/photos/ag2r/
SOURCE: http://www.flickr.com/photos/heydanielle/
SOURCE: http://www.flickr.com/photos/bethscupham/

Why Do Feelings Matter?
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FEELINGS
lead to
ACTION
SOURCE: http://www.flickr.com/photos/chubbychandru/

How Do We Create a User Experience?
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Know Who The User Is
Choose Topics & Messages For Them
Familiarity
Inspiration
Overlay Engaging Visuals or Design
Time, Place, Medium…Impact!

How to Optimize User Experience
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Million Dollar Question: Who is the User?

Defining a Target Audience
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Typical Methodologies
Demographic Profiling / Segmentation and Targeting
Age, Gender, Social Class / Income
Ideal Customer / Common Problem
Find Someone Most Suited To Your Offering
Web Personas
Create Personified Versions of Sub-audiences
Also Consider Psychological / Psychographic Models
See Next Slide

Leading Psychological Models
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Myers Briggs
DiSC
Knower / Thinker / Feeler

9/30/2013
13
Myers Briggs
“The Myers-Briggs Type Indicator (MBTI) assessment is a psychometric
questionnaire designed to measure psychological preferences in how
people perceive the world and make decisions.” from Wikipedia
Measures On Four Dimensions
Intraversion / Extraversion
Sensing / Intuition
Thinking / Feeling
Judgment / Perception
Self-Assessment = Impractical for Marketing
SOURCE: Wikipedia.org

9/30/2013
14
DiSC
DiSC is a personal assessment
tool used to improve work
productivity, teamwork and
communication. DiSC is non-
judgmental and helps people
discuss their behavioral
differences. - DiscProfile.com
Better than Myers Briggs
Still Focused On Self-
Assessment
SOURCE: http://www.discprofile.com/whatisdisc.htm

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Best Option: Knower / Thinker / Feeler
Easiest to Apply to Content
Based on Typical Approach to Decisions
Definitions
Knower: Trusts Intuition
Thinker: Leans Heavily on Analysis and Data
Feeler: Needs to Be “Seduced”
Which of These Describes YOUR Target Audience?
SOURCE: http://www.flickr.com/photos/kengz/
SOURCE: http://www.flickr.com/photos/plugusin/
SOURCE: http://www.flickr.com/photos/26696788@N03/

Once you know the user…
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Image Source:
http://www.flickr.com/photos/
cambodia4kidsorg/

How Do We Create a User Experience?
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Know Who The User Is
Choose Topics & Messages For Them
Familiarity
Inspiration
Overlay Engaging Visuals or Design
Time, Place, Medium…Impact!

For the rest of these slides…
9/30/2013
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Describe the Target Audience.
Broad Demographics
Psychographic: Knower, Thinker, or Feeler?
What is the Key Message?
How does the Experience Hammer Home the
Message for this Audience?

User Experience In Your Product
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SOURCE: http://www.flickr.com/photos/krobison/3346410954/

User Experience In Brick & Mortar
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SOURCE: http://moz.com/blog/why-local-business-dont-
need-big-budgets-for-their-content-marketing

Social Media Branding: Virgin America
9/30/2013
21
SOURCE:
http://www.websitemagazine.com/content/blogs/posts/archiv
e/2013/09/04/brand-examples-social-profile-designs-on-the-
big-3-networks.aspx

Social Media Branding: Petco
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SOURCE:
http://www.websitemagazine.com/content/blogs/posts/archiv
e/2013/09/04/brand-examples-social-profile-designs-on-the-
big-3-networks.aspx

Even Old School Tactics Impact UX
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23
SOURCE: http://econsultancy.com/us/blog/62319-six-
examples-of-effective-multichannel-marketing-campaigns

UX Impacts Online Conversion
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SOURCE: conversionsciences.com

Simulating A Catalog UX Online
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SOURCE: http://www.jonathanadler.com/catalog/

Immersive Advertising
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SOURCE: https://medium.com/early-stage/96cfa0449d66

Snark for a Cause: Anti-Bullying
9/30/2013
27
SOURCE: http://econsultancy.com/us/blog/62680-
content-marketing-best-practice-three-examples
SOURCE:
http://www.mobilemarketer.com/cms/n
ews/advertising/10578.html
SOURCE: http://www.sponsorship.com/About-
IEG/Sponsorship-Blogs/Lesa-Ukman/October-
2011/Taking-Credit--P-G-Promotes-Cause-
with-Social-and.aspx

UX: iPad Menu Ordering
9/30/2013
28
SOURCE: http://www.flickr.com/photos/eyeliam/
SOURCE: http://www.flickr.com/photos/rusty_clark/
SOURCE: http://www.cultofmac.com

Easy Pay On The Go: Square
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SOURCE: https://squareup.com/

Services to Online Integration
9/30/2013
30
SOURCE: http://econsultancy.com/us/blog/62319-six-
examples-of-effective-multichannel-marketing-campaigns

Immersive User Experience
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SOURCE: http://kapsarovb.com/about-point-of-sale-pos-
advertising-and-great-design-examples/

User Experience: POS & Product
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User Experience Across Touchpoints
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Web / Store Alignment
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SOURCE: http://www.rudysbbq.com

The Ultimate UX: Las Vegas
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SOURCES:
http://www.flickr.com/photos/aigle_dore
http://www.flickr.com/photos/smemon
http://www.flickr.com/photos/kalooz

Summary
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UX: Influencing Feelings Leads to Action
It is Critical To Identify The Right User(s)
User Experience For Each User is Driven by:
Words – The Messages We Propose to Them
Visuals – The Creative Overlay
Sounds – Especially for Multimedia or “real world”

Thank You! Stay in touch…
9/30/2013
37
Twitter
Me: @tommy_landry
Business: @ReturnOnNow
LinkedIn: www.linkedin.com/in/tommylandry/
Email: tommy@returnonnow.com
Website: http://ReturnOnNow.com
Facebook: https://www.facebook.com/ReturnOnNow
Google+: Follow Our Page

UX for Content Marketing: Creating Emotional Experiences

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