I’ve never been to Disney World, but I’ve seen enough photos and videos to have a clear picture of Cinderella Castle: gray bricks, a blue roof, lots of windows, doors, and towers on either side that look like they’re going to touch the sky. But did you know that the castle is only 187 feet tall?
Vitor Pecanha
Jun 19, 20 | 8 min read
What is the content experience?
Reading time: 6 minutes
We get the impression that it’s much higher than it actually is because Disney used a technique called “forced perspective” to create this illusion. Basically, each floor is smaller than the one below it. That includes not only doors and windows, but also the brickwork.
Our brain interprets these elements as being further away than they really are just because they are smaller than they should be. Simply amazing!
After all, no princess lives there to complain about very low ceilings. In fact, no one complains about architectural inaccuracies; for the visitor to the park, this is just one of the many “illusions” that help create the famous Disney experience.
And millions of people enjoy this experience every year (well, maybe 2020 will be an exception).
Don’t fool yourself. That door up there is tiny
In Marketing , every time we interact with content, we are also living an experience : the satisfaction of learning something new, the comfort of being well informed about a decision, etc.
Behind the scenes at a Disney park, thousands of people are working without us seeing them to ensure our experience is excellent. In the same way, a marketing strategy, to be good, has to be invisible to the public.
No one wants to know if a video they’re moldova email list 100000 contact leads watching is top-of-funnel content, or that total watch time is the primary KPI .
As we well know: nobody likes to be thought of only as a way of selling to them .
So how can we provide value to our audience, throughout their entire buying journey , so that when they ultimately decide to.
The job of marketing specialists is to design
the experience so that everything is connected, where we only act as guides, through a journey of valuable content for the entire audience, from the perspective of the person who consumes it.
You might be thinking that all this sounds a lot like neuromarketing is not a piece of cake: the benefits & challenges Content Marketing . Well, you’re right! It’s a strategy based on different types of content, the difference is the point of view:
Content Marketing is what we do;
Content Experience is what the audience experiences.
This may seem trivial, but it is crucial, because it is not easy to change our way of working. For a long time, marketing specialists have focused on tools , technologies and processes.
Of course, these are important topics, but it is also true that they are only a means to achieve a very specific goal: providing a memorable experience . That is the way to capitalize on the results.
An example of this is Google Search Console cg leads which now has a report called “ Core Web Vitals ” which takes into account three metrics: LCP, FID and CLS, all related to page loading speed.