Content Experiences

Viber mariia-martyrosian
Mariia Martyrosian
Global PR & Marketing Innovations Director at Rakuten Viber
Content Experiences

Regardless of the size of your brand, advertising is essential for its growth. By getting the word out there about your products, you will be able to move forward with your business and attract new customers. But with so many options and platforms to choose from, the competition is truly fierce. That's why getting an audience's attention nowadays is incredibly challenging, especially when it comes to ads.

One of the key solutions to this issue is to engage your customers, both potential and already existing ones, through content. This approach will help you turn casual readers into loyal clients and one-time buyers into lifelong followers. In the coming years, we will be seeing many new forms of content marketing and the advancement of “content experiences.” In this article, we take a closer look at what “content experiences” stand for and what this approach looks like for marketers.

What Is Content Experience?

“Content experiences” is the term we use for materials that are so helpful and entertaining that they become a part of your audience’s daily routine. For brands, they are an excellent way to increase audience loyalty, get new leads, and increase their online presence. Besides, content experiences can help you build trust and credibility with your clients. By providing users with high-quality materials that are relevant and useful, you can show them that you are committed to creating a positive and valuable atmosphere for them.

Creating great content experiences means understanding your audience and what they want. It also means creating stories that are appealing and easy to consume. This approach can be a great way to stand out in the crowded online space and give your clients something to look forward to. If you’re unsure where to start, check out our list of the most popular content experiences to get some inspiration.

Examples of Content Experiences

You can provide your customers with many types of content experiences, each of which can make their lives better in different ways. By offering high-quality, engaging materials, you can help your audience learn new things, make better decisions, and even improve their overall well-being. Here are some of the different types of content you can provide:

1. Educational content: This can include articles, videos, infographics, and more. By teaching your customers something new in your field of expertise, you can help them improve their lives in various aspects.

2. Decision-making content: Reviews, comparisons, and other information is important to your audience for choosing the right product or service. Your readers will save time and money and make better choices for themselves, their family and budget.

3. Entertainment content. In addition to being educational or informative, your posts can also be fun. This can include videos, games, articles, and more (like AR Lenses). Your readers will have an opportunity to escape everyday life's stresses, relax and have fun.

Examples of fun branded lenses on Rakuten Viber


4. Engaging content. Regardless of the format, it should be interesting, visually appealing, and easy to consume. If your posts are boring or difficult to read, your customers will likely tune out.

By offering distinctive, captivating content, you bring improvement to both parties. Your consumers walk away with some new knowledge, emotions or experience (and, of course, come back to you if it was helpful), and you improve your business's visibility and trust in you as an expert in your niche. Whether it's a podcast they can listen to on their way to work or a blog with useful tips, your audience will appreciate it. Quality and consistency are key.

Brands use Rakuten Viber to engage with audiences through content, making Rakuten Viber a great channel for interacting with customers at all steps of a purchase journey. And because Rakuten Viber combines all the features of a Superapp, it's the perfect place for companies to create content experiences that engage and convert. The app's features include messaging, video calling, bots, sticker market, channels, business messages, AR lenses and more.


Examples of engaging stickers, conversational business messages and a channel on Rakuten Viber


Engage and Convert with Content Experiences

Engagement and conversions are two of the most important metrics for any marketing specialist. These KPIs indicate how many people interact with your content and the percentage of those taking the desired action—like signing up for a newsletter or making a purchase. A high engagement rate shows that your audience is interested in what you have to say and are more likely to transform into customers or fans. On the other hand, a low number means that your content is irrelevant to your readers or that your call-to-actions or even all of your content is ineffective. In this case, you may have to revise your content's direction to better suit your target audience and goals.

Conversions are a direct indicator of success. A high conversion rate means people respond positively to your posts and take the desired action. Low percentage could indicate that additional analysis and research needs to be done. Conversions are never straightforward, and there is no single answer as to what may be causing such performance, so have patience and continue testing various approaches.

When it comes to creating content experiences that engage and convert, there are a few key things to keep in mind: 

  • First, your materials should be well-written and informative, providing value to your readers.
  • Secondly, your content should be visually appealing, using images, infographics, and videos to break up the text and keep your audience engaged. Like here:
Examples of useful business messages and chatbots on Rakuten Viber
  • Finally, your content should be easy to consume, meaning it should be relevant and to the point. No one wants to read a wall of text, so make sure your materials are easy to scan and digest.

By following these tips, you'll be well on your way to creating content experiences that engage and convert your readers into customers and fans. And remember that it’s all about understanding your audience and what they want. Sometimes you may have the most brilliant idea for a piece of content, but it won’t guarantee success if this idea doesn’t align with what your followers expect to see. It's about creating materials that are interesting and useful to them. Here are a few key questions you should ask yourself when creating content experiences:

  • Who is your target audience?
  • What are their needs and interests?
  • What content do they find most helpful?
  • How can you make your materials stand out from the rest?

Rakuten Viber: Your Unique Opportunity to Connect With Your Clients on a Personal Level

As one of the most popular messaging apps, Rakuten Viber provides brands with a great opportunity to provide their clients with content experiences to keep your audience scrolling and coming back for more. Here are some ideas on how to use Rakuten Viber to get you started:

1. Engage in interactive content. For example, you can create polls, quizzes, and games where your customers can participate and leave their input on a topic.

2. Share exclusive materials. This will give your clients a reason to keep coming back. This content can be in the form of posts, videos, or even special offers or discounts.

3. Create a community. Bring your customers together to interact and engage with each other. This is a beautiful way to build loyalty and connect with your audience.

Whether you're sharing an annual digital report about your business or a newsletter that gives your clients the best industry news, consider using Rakuten Viber as a platform. It's an ultimate messaging app that lets you connect with your audience regardless of where they are in a quick, easy, and cost-effective way. 

Your Way to Customers' Hearts and Minds

Content experiences can take many forms, but at their core, they are designed to immerse a user into your world and make you a part of their daily life. This could be something as simple as a quiz or interactive infographic or something more complex like an interactive newsletter. Regardless of the form they take, content experiences are an essential practice to capture attention and create a lasting impression. 

On Rakuten Viber, it’s not just text – you can share rich media materials that will resonate with your audience. Moreover, our platform is constantly innovating to ensure your content experiences only gain in their efficiency. With new features and tools being added all the time, you can be sure that your marketing efforts on Rakuten Viber will always be ahead of the curve.

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