How To Win At User Experience Content Marketing: 3 Key Takeaways
Apart from the fact that it is of special interest to us (we like to think of ourselves as UX fanatics), it’s an evergreen topic – one with ever-growing content on a variety of themes within it. For this post, we wanted to figure out the answer to just one question above the rest.
What kind of content do audiences most interested in User Experience like?
We analyzed upwards of 40,000 pieces of user experience related content and associated social interactions to get that one winning content type for almost all popular channels that digital marketers couldn’t go wrong with. We found our winner, of course but in the process, discovered runners-up, too – best day of the week for publishing UX content, popular influencers, community behavior, ideal length of articles and several others, all of which can be found here.
And the winner is (drumroll, please): Tutorials
4X Shares On Twitter
A major contributor to the volume of shares on UX by content type are tutorials, be it articles, presentations, or videos. Often offered free, expert tips, how-tos and ideas for users across the UX maturity spectrum keep ringing in engagement and reach metrics on Twitter. So much so that Twitter shares for UX tutorials are at least 4X of any other channels’.
What the chart above really means is, if you are creating content on UX, make a tutorial first and share it on Twitter first.
As for the other channels, listicles are at least twice as popular on Facebook than on any other channel and how-tos (along with guides) score on Pinterest.
Finding a winner isn’t enough
You also need the winning formula to make the winner the winner. Here’s how our winning formula for content types across Twitter, Facebook and Pinterest looks.
Listicles, how-tos, and guides can be ( and often are) tutorials. In fact, look at listicles, how-tos and guides as sub-content types. Now, you have a common denominator for all three – tutorials. Fascinating how that worked out, right?
The UX audience and influencer communities have a decided preference to sharing and distributing the above content types extensively and your content strategy for user experience should make room for them at the earliest.
TGIF (Thank God It’s Free)
Also because it’s Friday, we have thrown in a couple of our top picks for the categories above. For free.
Just like the live data on User Experience.SHOW ME THE DATA
- Top tutorial: How To Use Aftereffects For Web Animation Prototype
- Top listicle: 4 SEO Benefits of Responsive Web Design
- Top how-to: Hubspot’s How Responsive Web Design Works
Most people make the mistake of thinking design is what it looks like. That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works. – Steve Jobs
Extending that thought to content marketing, producing relevant content and distributing it on the right channels is what makes it work. No matter what business you are – a web design consultancy, a UX architect, a product designer – if you are looking to take the thought leadership path to building your brand or engaging your community with good content, start with the tips above. As always, let us know how it works out for you at @epictions.
Head over to EpicBeat to get the latest content in the world of User Experience or to find similar insights for your topic or industry.