[Case Study] Content User Experience - Quality versus Quantity with Eeshita Grover of Cisco

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Designing the content experience revolves around the quality and the quantity of content. Answering questions like what kind of content, how much of it, and where should it be located are prime in a content professional’s mind. In her talk, Eeshita will discuss and share the pillars of content user experience — both quality and quantity. The attendees will learn techniques and processes to enable quality and monitor quantity of valuable content. Presented November 28, 2018, at Quadrus Conference Center for Information Development World 2018.

Tecnología

Content User Experience:
Quality vs. Quantity
Eeshita Grover

Content
Experience
Audience
Analysis
Usability
User
Experienc
e
User
Satisfactio
n
Customer
Success
Buyers
Retention
Content experience depends on…

A content experience is the environment in which your content
lives, how it's structured, and how it compels your prospects
and customers to engage with your business. Unlike content
marketing, content experience takes into account how people
consume and interact with your content, not just the words on
the page.
Uberflip

Usefulness + Utility = Usability
Usefulness is product or object centric, whereas utility is
satisfaction or consumer centric. Utility is more subjective than
usefulness.

Possible Scenarios
• Age of the product – First time release vs. a well-established
product/service
• Market Inflections
• Access to new media

Usability of Content
• Quantity
• Quality
• Availability and Presentation
• Persona Analysis
 Identifying key segments of the product’s consumers
 Provides insight into the user’s motivations and pain points
 Content and personas are aligned with the stages of the buying cycle to help identify
the type of content best suited for each situation.

Age of the Product
• Mature product
• New product
• Size of customer base
• Demographics
• Crowd expertise
Quality
Quantity

Inflection Points
• Change in usage habits
• Age groups
• Impact of adjacent technologies
• Breakthroughs
Quality
Quantity

Presentation and Delivery
• Internet of things
• Artificial Intelligence
• Machine Learning
Quality
Quantity

Because content is a tangible asset that accompanies the product
Content – The ’other’ Tangible

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