In the Content Marketing Institute’s latest report, researchers found that the top-performing enterprises in North America shared a common interest in content marketing. Over 50% of respondents from industry-leading companies who rated themselves as having “optimal customer experiences” also described their content marketing strategies as either extremely or very successful.
Focusing on your target audience and creating a great piece of content for each step of a buyer’s journey is a proven way to establish your brand’s credibility while maintaining the loyalty of existing customers. If you want to improve your store’s customer experience (CX), start by updating your content with these 4 tips:
1. Identify real needs.
“Investing in CX initiatives has the potential to double your revenue within 36 months,” says Toma Kulbytė of SuperOffice. However, not just any content will do. Instead of creating content to push your products or “sell” your business, recognize what your followers need and how you can solve a common problem for them. If you need new ideas, co-founder of Orbit Media, Andy Crestodina, advises brands to assess their own buyers. “The best source for content ideas is the audience themselves,” writes Crestodina. “When you talk to prospects and customers, you learn their cares, hopes[,] and worries.” Once you know this, you’ll have plenty of fresh ideas.
2. Encourage customer feedback
An important part of improving customer experience revolves around product reviews and buyer-generated content. The majority of online shoppers read reviews before buying anything from a new retailer, and displaying feedback from real customers enhances your company’s trustworthiness. Social media feedback can also be a great marketing opportunity if you share photos and videos of people reviewing or using your brand!
3. Remember that every touchpoint matters.
Think about it: no matter how a customer finds your store, they were influenced by a piece of content. It could have been a photo on Instagram, a blog post, an ad on Facebook, or another one of the innumerable marketing channels available today. This is why it’s crucial for brands to develop a strong, unified brand voice for every media outlet.
4. Outsource your content.
Creating high-quality content is time-consuming and frustrating, especially when you have to juggle several other business tasks every day. Working with a professional writing company will free up your time while making sure that your audience will get a consistent flow of new, relevant information. Furthermore, one survey revealed that 86% of buyers would be happy to pay more in exchange for excellent customer experiences, so you can focus on other areas of the customer journey while an experienced writer tackles all your content needs.