Marketers are shifting their focus from content creation to content experience. That’s the view of Uberflip CEO and co-founder, Yoav Schwartz.

He was speaking at the company’s Uberflip Experience (UFX) conference currently underway in Toronto. According to Schwartz there is no shortage of high quality content, however, “It’s not just about great content, it’s about combining great content with a great experience to meet your goals.”

When Uberflip was founded in 2012, the focus for content marketers was content creation. “Since then content marketing has really evolved. If you think about the conversations we were having about content marketing in 2012 it was definitely not about content experiences.”

Schwartz says he co-founded Uberflip with a goal of providing “… the best experience around content” and going beyond content creation. “It’s not just about great content creation, because you can’t distribute creation, you can’t draw insights in creation. You do that with the experience you combine it with,” said Schwartz.

The end result is an effective customer experience, he said.

“It starts with great experience management and then it’s all about engaging your visitors.”

The Uberflip chief said he sees the better understanding of new technology as allowing sales reps to leverage the content they are producing to create an engaging and satisfying content experience.

The reason for the shift is to ensure customer engagement and satisfaction. It parallels the greater focus of marketers on customer experience both locally and abroad.

Much of the success of new platform-based businesses such as Uber and AirBnB is attributed to a their success in delivering excellent customer experience. A failure to do so can have severe consequences for any organisation, with poor customer service estimated to be costing Australian Business $122 billion a year.

There are multiple studies in recent times which demonstrate how increased and direct investment in customer experience can reap great rewards.

While the importance of customer experience seems self evident, successful strategies are less common. Delivering a world class customer experience strategy that recognises diverse or fragmented markets is a challenging prospect, but one that has now become essential.

Marketers understand that today’s customers are more informed and insistent than ever before. Great customer experiences underpinned by technology are regarded as critical to customer retention strategies.

This article was written by Sahar Yazdani and Joe Brookes and first appeared on B&T’s sister business site www.which-50.com