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UX Content can evoke a wide range of emotions and is the fastest way to prompt people into action.
Great UX writing can build trust validation or completely collapse it. For instance the “Got Milk” Marketing Campaign created in 1993 by the California Milk Processor Board was one of the best UX content strategies of our era. It was simple well defined and it made people think. Something so simple as two little words “Got Milk” prompted millions of shoppers into action of purchasing a gallon of milk. This marketing was simply genius as it implies a negative, maybe you don’t have milk, or maybe you need milk. Before this content strategy, milk sales were on a huge decline, this simple marketing campaign has been credited with increasing American milk consumption by 20%.
What is UX Content and Why Does it Matter?
UX content is the text on a website, ebook, ad copy, and so on that guides readers through a curated user experience in order to enhance to the chance for that user to be prompted into an action. The primary purpose of this type of text is to insure that the text is read, and connects with the reader on an emotional level.
This type of content can be used on:
- page headings
- form fields
- product descriptions
- ad copy
- text copy list
- FAQs
- Blog Post
UX content is important because it can help people make decisions about whether or not to buy your product or service. UX content must be engaging, informative and accurate. The content should answer the questions that users will have before they make a decision to buy your product or service. It's important to know that not all UX content is created equal. When you're creating content for your UX, make sure you know what results you want and set goals in a content strategy guide.
Creating a UX Content Strategy
A UX content strategy involves a lot of factors such as the company’s audience, competitors, industry, etc. It is important that the company understands its customers and what they want so that it can create a strategy that will engage them to determine which channels it should focus on when creating content.
Conducting an analysis of what competitors are doing can give your business insight into the plans that will allow it to better compete in the market. Looking at the content their marketing team produces can show what makes them different from you, understand what has already been successful for them or unsuccessful, and help you create a strategy to overcome their distinct edge.
Finally, the company must look at their industry and see what kind of information people need in order for them to make an informed decision about buying a product or service from the company. This typically involves creating your own unique value propositions.
What is a Unique Value Proposition and Why it is Important for Your Business
A Unique Value Proposition (UVP) is a statement that defines the unique value of your product or service. It is an important aspect of any business, as it will help you to stand out from your competitors and show what makes you different.
The UVP should be short, clear and easy to remember. It should also be relevant to the target audience and the industry that you are in. It is what helps customers identify and understand the “Why” and/or “how” factors of your brand.
- Why do they need your products or services? (Or in Milk's case, Do you have milk at all?)
- Why should the choose your brand over your competitors?
- How does your brand would improve the quality of their life?
- How does your brand fit into their daily life?
- How your brand can make things easier for your customer?
The Essential Components of a Successful Unique Value Proposition
The three main components of a successful UVP are:
- Customer benefits
- Product features
- Outstanding quality
Applying the UVP of Your Business to Different Situations and Industries
It is important to remember that the UVP has to be applied in different situations, so it should not be something that can only be used for one industry or one situation.
For example, if you have a restaurant, your UVP could be that you are family-friendly and have an extensive menu with dishes for both children and adults. Your UVP would then also apply to other industries like catering events or even cooking at home.
It is important to understand that your Unique Value proposition is not a feature, it is a benefit. Therefore while you may discuss some of the features within your value proposition, it must answer the “why” or “how” question.
