How to improve your brand's Content Experience in 4 steps

Antonio Comelli
Marketing Officer @ THRON

If communication is a relationship, a good knowledge of the necessary tools is required.

According to sociologist McLuhan, the medium is the message. Simply said, the structure in which information is conveyed produces an influence on the recipients of the message that goes beyond the content itself.

What does it mean? Some types of content - media content - due to their multimedia nature (images, videos, galleries, 360° product views, etc.), are appropriate for the enrichment of an informative user experience.

They work like magnets attracting the attention of the user, who must be engaged in their bored scrolling.


The role of multimedia players

Multimedia content makes user experience more immersive and engaging, by spicing up the user’s path of discovery of the brand and its products/services; in order to properly display media content on your pages, you must resort to specific reading programs, the players.

Each type of file, however, has its own player (e.g. Youtube for videos, Adobe Reader for PDFs, etc.) so having to ensure their integration on the page, with an optimal performance, and maintaining control over the source code (which is often in the hands of external agencies) complicates the management of media content in terms of time and costs.

The problem mainly lies upstream: to make its governing easier, content needs to be centralized on a single platform, and distributed through a single player capable of managing any type of file.


The 4 steps to a perfect Content Experience

When you build your Content Experience, which is the way your content encourages users to interact with your brand (we already talked about it here), you must make sure that the look & feel is uniform across all channels.

That’s what an Intelligent DAM like THRON does; with its integrated AI engines, it reviews all files and assign them metadata describing their topics, thus enabling absolute governability and searchability of all assets.

infografica-content-experience-engLet's see the necessary steps:  

  • Simplify your ICT infrastructure

By distributing your digital assets directly from the Intelligent DAM across all channels, you won’t have to integrate it with other systems. This sensibly simplifies the infrastructure and reduces costs. THRON incorporates a CDN (Content Delivery Network): this means that there is no need to download content and then re-upload it to third-party systems (such as e-commerce platforms or CMSs). In this way, the brand image will always be consistent.

  • Make your assets SEO-friendly

If you want your content to be easily accessible from search engines, it must be indexed: with an Intelligent DAM, the tagging process becomes automatic, as the algorithms take care of it. At the same time, this enables the tracking of its "consumption" by users, thanks to Content Intelligence.

  • Ensure the best performance

The Intelligent DAM has features such as dynamic streaming and optimized page loading that ensure the best distribution of content, as the system can detect the type of device in use and the available bandwidth, and automatically adapt the playback quality accordingly.

  • Use a single player

A centralized platform like THRON also has a Universal Player with a centralized editor: this allows the display of any content on the page, but also its customization, which can be managed from a single control point.

As a matter of fact, you can create templates and rules of appearance and behavior of the player, in a simplified mode (in wysiwyg style) or at a deeper level, through universal HTML programming languages (css and javascript). THRON keeps track of all versions of these templates, allowing an automatic replacement of the shared content across all channels.
You can also establish access and modification rights, maintaining control over the source code, which will remain in the hands of the brand.

After all, it is not advertising that generates clicks and conversions, but the experience a user lives; the more engaging, the greater the success of the company.