Consumers today expect education, inspiration and entertainment from brands. Content has therefore become an important part of a pleasant customer experience.
Isn’t it common today for beauty brands to give out makeup tutorials? Or for a SaaS company that has a knowledge database with the functions of its products?
Relentless focus on the audience – adding value and helping them through content is key to a great experience. It also builds trust, generates leads, and sometimes turns into direct sales. Here’s how you can create a content marketing strategy to improve the customer experience.
Create relevant content for your audience
Forget about promoting your company’s offering – because it’s no longer effective. Think about how your products affect your customers’ lives and meet their needs and wants. Write content that is obviously relevant to your customers – otherwise you will lose their interest.
Talk to them directly to find out their vulnerabilities and topics that may interest them. Schedule phone calls and offer gifts in exchange for their time. Also, examine your competitors’ content strategy. Use SEO tools like Ahrefs to find the exact phrases your customers are looking for on Google.
Make sure that all of your content – blog posts, social media, and content at other touchpoints – is targeted towards your customers. Preferably use the type of language your audience is using to get and keep their attention.
Brands are now experimenting with scripted shows and documentary series as they get audiences tune in week after week. Mailchimp, a marketing automation platform, has launched its special programming network: Presents. Then they start original shows for their audience of small business owners.
Another great example that I mentioned in one of my recent articles is Onboarding Joei from 360Learning, a collaborative learning program. The first season of the documentary series was a complete success – mainly because of the challenges and situations Joei had got into as a new content professional who was relatable to his audience. No wonder they started season two in February!
If you don’t have the resources to create a video series, you can also start a podcast. A multimedia experience will engage your audience more than plain text. In fact, there are even free podcast hosting platforms out there to test the waters before settling on your show.
Make it easy to consume and interactive
A lot of content is produced by brands every day. Two specific data points show what kind of competition you can expect in almost every format and marketing channel:
After making sure your content is high quality and relatable, it’s also important to make it widely available.
Reading on a screen is more difficult than reading on paper. Give your text articles an easy reading experience with simple words, short sentences and small paragraphs. Make them scannable by allowing the audience to breathe, using images, and the like. The type of language and vocabulary you use should also reflect your brand’s identity.
Your website should also be well designed for a mobile audience. If your website takes longer than 3 seconds to load, users can leave your website.
Another emerging trend due to the current world situation is – to go beyond static content. The YouTube trending report found that audiences yearned for social connection and interactive content over the past year. If you’re using WordPress as your CMS, you can add interactive content as follows.
If you rely solely on text articles, a tool like InVideo can be useful for turning them into quick videos. With only 15 minutes of work, a 20-second video for the current article could be created from the headlines alone:
This can come in handy especially if a lot of your viewers are hanging out on social media and you want to share your text stories with them.
You can also consider going live to connect with and help out your audience. You can set up office hours, answer questions from your viewers, or even invite them to exercise. Here are some of the best streaming software to use when you go live.
Serve the entire funnel
Many brands forget that content is a marketing channel. They hire writers and let them do their content programming to express creativity in their blog posts. Topics they tend to write about are mostly “top of the funnel”, discuss the pain points of the audience and thus help the brand to generate brand awareness.
Most marketers, however, invest little in the middle and bottom of the funnel content – examples of this include case studies, user guides, and product documentation. Since this type of content plays a key role in generating direct revenue or supporting existing customers, it needs your attention.
Some reasons for ignoring such content creation at the bottom of the funnel are:
- It feels sales-promoting and unsexy for purist writers to write about a product – it goes against the content marketing adage not to advertise your brand in your content.
- It’s boring to create articles like this – the topics may require interaction with integral stakeholders (like the sales team).
Remember, however, that marketing teams are there to help sales – so improve your content team’s communication with the sales teams. Also, focus on using content marketing further down your funnel. There would be plenty of keywords to target through blog posts and plenty of ways to make content marketing more profitable.
When you create content resources for an audience that is more likely to convert into customers, you will also improve their experience with your brand.
Instantly assignable, easy to consume, and incorporate content into all stages of your funnel can help you deliver a better branding experience. After all, you are helping consumers make a memorable getaway with you.
Published on June 9, 2021