- June 20, 2022
- Content, Global
Content is the number one building block in the overall customer experience (CX) category. How to successfully build your content efforts, in the ever-changing movement toward increasingly digital engagement, is a difficult but important strategy to understand as you lay the groundwork for your customer experience model. This blog, from TechTarget Customer Success and MOI Global, outlines the steps to create your best customer experience content framework.
Content and customer experience
Customer experience can be summarized as: “The sum total of all the feelings and interactions a customer has with your brand, at every stage of their buying journey – from marketing to sales to customer service and everywhere in between.”
If CX is the totality of interactions, a large part of those interactions will be about content.
The customer experience requires us to reconcile the needs of our customers and prospects with our business objectives. There is no finish line in CX – it’s a journey without a destination. This is important if we really want to meet the needs of prospects and customers while generating leads for the business.
Customer experience is: the sum total of all the feelings and interactions a customer has with your brand, at every stage of their buying journey – from marketing to sales to customer service and everywhere in between.
– TechTarget | ME global
The two building blocks that go into creating the customer experience are “content” and “experiences”. Let’s break them down:
Understanding the Content Building Block
“Content” is a standalone asset that can live in a variety of channels. Inherent mobility means the asset can be shared, can move around the web, or travel with the customer. Content can be blog posts, research study, white paper, video, etc. – powerful tools to engage prospects and customers.
The interaction with the content is quite passive – read, watch or listen. And that’s measured with initiations like downloading an article after filling out a form (opening, downloading, or reading), whether someone spent time with the content (time watched/listened to), and completions – if someone has reached the end of the piece of content.
Understanding the Experience building block
In contrast, an experience is a series of interactions in a defined environment. It has an entry point and an exit point – it’s something to navigate. An experience can include various forms of content, but it’s something you immerse yourself in and progress through.
Examples of experience would be a landing page that you explore by clicking on different modules, an HTML email that you scroll through and then hit the call to action button at the end, a mobile app, an eBook or an online survey.
A customer or prospect would interact within a user interface (UI) using digital gestures like clicking, tapping, tapping, scrolling, etc. And success would look like time spent on site, web sessions, bounce rates, pages visited, forms filled. , leads generated and return visits over time.
Crossing content x experience
Clarify, an asset can serve as both content and experience.
In the image below, you can see that the same piece of content can be used as a static PDF or can be transformed into an interactive experience where users navigate content and take action to choose their journey through it. ‘asset. This may include clicking to the next chapter, navigating to sub-pages, etc.
The content of the PDF is reconsidered to offer different path options to the user. It’s the same thought leadership expressed in different ways and used in the customer journey in different ways.
Before creating another piece of content, pause to consider whether the information or entertainment would be best expressed as a static piece of content or as an experience, or perhaps reused for both. You have a huge range of options, so choose the best way to engage people and deliver an exceptional customer experience.
The power of content
Content is customer-centric, whether reaching potential customers or current customers.
To potential customers, the content demonstrates that you understand your prospect’s business context and can help them solve their problems. It shows empathy. It also gives prospects confidence in what you are doing.
For current customerscontent helps them better understand your value, through various products, services, features, support, and expertise.
The power of content marketing
Content marketing, on the other hand, is about the brand and the business. It is an engine of growth.
Content marketing is the practice of delivering valuable, consistent, and relevant content to a clearly defined audience over time. And ultimately, the goal is to drive profitable customer action.
Content marketing serves the brand and generates revenue through:
- Credibility: Establish thought leadership
- Discoverability: Building SEO through expertise, authority and reliability
- Profitability: Generate qualified leads or increase revenue with existing customers
Types of B2B content and experiences
Here’s a simple illustration of the many types of B2B content you might create today or aspire to create.
Podcasts are breaking out of the traditional textual content we see in B2B, and assets like courses and reviews are more innovative in the B2B tech space. Visual and video content are still underutilized in B2B, so you can stand out with more of them.
When it comes to B2B experiences, there are several listed below that you may have seen, and some that are more innovative in this industry. This is just an inspirational list of digital interactions and experiences that you might want to explore in your own organization.
But how do you bring all this information together in a content marketing plan? You need to create an integrated customer experience through your content marketing.
A content marketing model
Glenn Landauer, VP of Customer Experience Strategy at MOI Global, shared his simple three-step content marketing strategy plan.
- Establish your content strategy
- Consider how you will produce your content – Loyalty level, iterative or intensive, and will it be custom or an asset pool
- Distribution – make sure it gets in front of the right audience
How to optimize your content marketing
As a content marketer, consider these questions to create an exceptional customer experience that brings together everything we’ve covered so far:
- How can content and experiences guide your prospects through the buying journey? Are there gaps your content and experiences can fill or new paths of discovery they can reveal?
- Where will the content support awareness (brand) versus consideration (platforms and solutions) versus conversion goals (specific products and offers)?
- You don’t have to do everything – focus on a few things you can do well. What are they?
Don’t be afraid to experiment, but stick with an idea for a while to see how it really works.
In the next blog post, we’ll look at how the search behaviors of B2B technology buyers have changed over the past two years and what that means for how you market your content and experiences.
This blog provides unique insights and expertise based on our direct experiences in the EMEA market and is designed to be a resource for marketers targeting or working directly in this market.
content marketing, customer experience, CX, content marketing EMEA, marketing strategies EMEA