It has been a famous phrase among digital marketers that “Content is the king,” but with the explosion of content across the digital landscape, it wouldn’t be wrong to quote that customer is the New King since there is so much content to choose from for each user
All brands that market their brand through online and offline means use content marketing as one of their predominant strategies, but when the content is not customer-centric, it becomes hard for them to boost the ROI.
A study conducted by TrackMaven showed that in spite of businesses and brands investing more and more money on implementing greater content strategies, their customer engagement was showing a downward curve. Such a dismal result is an effect of content not created with the customer in mind.
Content that is created with the customer as the priority can play a big role in driving customer engagement and should be an important part of most customer service strategies. Even though content would never completely replace the role played in customer service by staff or life-like chatbots, an informative and engaging customer-centric content could offer a better opportunity of self-service to your customers.
By reading content that explains the different nuances and elements related to your brand, potential as well as existing customers can find answers to the doubts and questions that might have plagued them during exploring your offerings. Moreover, if you could be proactive and answer the commonly occurring queries or resolve the issues that arise regarding your products and services, the chances of people having complaints regarding your products would dramatically decrease.
The first step
To create a user-centric content, the priority should be the needs and aspirations of your customers. So, your content should be explicitly able to answer how can your brand fulfill the requirements of your customers and moreover, how are you doing it better than your competitors.
Most of the times, it requires just a basic idea of the demographic and economic status of your customers to know what would appeal to them the most. For understanding your customers, the best way is to use primary data from direct interaction with your customers. What are the most frequent issues that your customers complain about? What kind of feedback or query does your staff receive that you can work on? Another way would be to check your website analytics and identify the areas that are most frequented by your users and use it as a conceptual starting point for your content.
Another way to optimize your content would be through gaining an edge over your competitors. This can be done by going through your competitor’s content and see the strategies that they have used to engage and inform their customers. Take a note of the format that they are using for sharing their content, the highlights of their content, the issues that their brand is resolving, and understand the means by which you can do better than them.
After you have worked on the strategies to create content, you can use these three effective content platforms to promote your brand and engage with your customers.
A free newsletter is a plus-plus for both you and your customers. Newsletters have been leveraged by all small, medium and large corporations to keep their customers abreast with the changes occurring in their organization. With newsletters, businesses show their potential customers that they are ready to provide free information from the get-go and would like their customers to be completely informed about all the happenings in their organization. A newsletter should focus on the changes that can benefit the user and be updated regularly.
Blogs are one of the most powerful customer engagement platforms because they can be used for a myriad of purposes. You can post blogs which provide tutorials to inform about something that will help your customers, update them with company announcements and news, share stories of your happy and ideal customers, and offer engaging and informative content that can add value to your customers.
For instance, Writer per hour shares important blogs regarding ways to craft different academic papers regularly, so that students from different fields get benefitted.
A website is ground zero for your company. Adding informative and catchy content that efficiently reflects what your company stands for and provides as many comprehensive details about your offerings as possible is a must while making a website. Make sure that your content is better written than your competitors and does not oversell any of your products and services since doing so will ultimately create a bad impression in front of your users.
Even though there is no shortage of content on the digital landscape, fresh and fun content is few and sparse. So, make sure to work on content that is user-centric, friendly, informative, consistent and positive, and soon you will see your bottom line blooming and customers getting more engaged with your brand.