Content marketing is a very effective tool in establishing a relationship with your customers.
Learn why content marketing is the most effective way to impact the customer experience.
Customer experience is one of marketer’s biggest priorities today. It’s predicted that by 2020, customer experience will be the main differentiator to whether or not a customer makes a purchase. With so many different tools available, marketers can have a hard time deciding what tactics and tools are most effective in improving their customer experience. For example, you can leverage tools like VR to create an augmented environment or location based SEO to attract different audiences around the world. However, in today’s digital world, content is king. Through content marketing, businesses can vastly improve and impact their customer’s experience in various ways.
Content Marketing Establishes Relationships
One approach to creating a great customer experience is by focusing on your brand’s voice. Due to the massive volume of data that we have on our customers, marketers can now generate more personalized messaging and ad copies that can resonate with a variety of target audiences. However, this is not enough to establish a great customer experience. You need to focus on your brand persona as well. To do this, you need to look at what are your brand’s goals and why does it exist? How does it impact your customers and what role does it play in the community. The answers to these questions should be clear within your brand messaging and marketing efforts. Your tone of voice, word choice and focus should all reflect this as well. When all of these components are reflected within your brand, you are able to differentiate yourself from your competition and generate a more seamless experience for your customers.
While it’s easier said than done, accomplishing all of these can be very difficult. Here are some ways that you can enhance customer experience with content marketing.
Making Content that’s Shareable
We now live in the age of the empowered customer, meaning that businesses now rely on customers’ word of mouth more than ever through social media and other connections. To capitalize on this, businesses need to generate content that customers feel great sharing with their connections and friends. By doing this, your customer audience can always look forward to what you have to create and share.
Focusing on the Customers’ Needs
Focusing solely on what your business has to offer is no longer acceptable in today’s digital age. Businesses need to focus on what the customers need in order to create effective content. Every single piece of your content must be relatable and relevant to your target audience or else, it won’t stick. If your content clearly expresses something that puts the customers’ attention on their own needs, it can greatly impact their experience.
Aesthetics can Be the Differentiator
The role of visuals in content marketing cannot be emphasized enough. For a piece of content to capture your users’ attention, it needs to look great. Research shows that when information is heard, it is likely to remember only 10% of that information three days later. However, if a visual is served with relevant information, users tend to remember 65% of the information three days later, showing how much visually appealing content can impact your audience. Especially with how much attention goes into social media today, you need to differentiate yourself by creating content that users can enjoy as well as be memorable.
Customers today are always bombarded with content no matter where they are. To differentiate yourself and create a customer experience that is great for your audience, you’ll need to generate content that showcases your audience’s’ needs and is memorable.