Companies have adopted customer experience as their focus. They modify various business strategies to accommodate the “customer experience” concept, including content marketing. Companies must create positive experiences for customers since the marketing stage by formulating good contents.
Content Marketing Goal in Customer Experience
Content marketing deals with the making of online materials, such as videos, images, photos, blog articles, and social media posts. The goal is to get exposure and traffic from shared contents. Nowadays, people will gladly share contents that invoke positive emotions. This part is where content meets customer experience.
Ideal contents target the right customer groups, making them feel that the contents “speak” for them. The rising numbers of social media and smart phone users make contents important for marketing purpose.
10 Content Marketing Tips for Customer Experience
How do you make contents that improve the customer experience? These 10 strategies are the answers.
1. Create “shareable” contents
There is no exact formula for “shareable” contents, but they usually consist of materials that invoke positive emotions. They can be something aesthetically-pleasing, amusing, tear-inducing, or heartwarming. Examples are funny illustrations, informative infographics, or “short movies” that subtly insert the brands.
2. Give rewards or free materials
Rewards or free materials have several benefits. They attract prospective customers interested by giving previews. They also increase customers’ trust toward the brands, because of the perceived “honesty” from free materials.
Examples of these are excerpts from a new e-book, rewards for social media shares, or free merchandises during special promotional events.
3. Optimize the content
Customers in the current era are more insatiable and impatient than ever. They don’t like complicated steps or procedures, even to get free materials or rewards. Companies must optimize their contents to create convenient and positive experiences since the beginning.
Examples of this optimization are mobile-friendly contents, free contents that don’t require signing up, and pop-ups with easy navigation buttons.
4. Create “relatable” content
“Relatable” is the buzzword of today’s internet content. Prospective customers want brands to “connect” with what they experience and feel every day. Regular customers tend to shy away from exclusive brands that cannot connect with their experiences.
Creating relatability can be difficult if a company doesn’t understand its targets. Make sure to understand the exact target demography, study popular trends among them, and make natural-sounding contents (expert or researcher team is useful at this stage).
5. Invest in online video content
Video is an effective marketing tool for tech-savvy generations with a shorter focus. Videos are also great to create relatable content because you can create dynamic and lively stories that connect with emotions. YouTube is the most popular (and affordable) tool for video content, and it is connected to popular social media, making it more effective for a widespread ad campaign.
Videos are also great for the campaign during special days, such as Christmas, Father’s Day, Mother’s Day, and New Year. You can make themed ads based on these special days, using scripts that evoke positive emotions.
6. Make the content beautiful
Visual attraction is important in content marketing. Customers are more likely to rate, share, and discuss contents with images. They can be photos, cartoons, graphics, artworks, and animations. Companies must invest in tools such as photo filters, editing tools, premium stock photo sources, and many more.
Companies can also get benefits of high-quality content images by partnering with professionals. Graphic designers, cartoonists, photographers, and animators are valuable powers in content marketing.
7. Keep customers engaged
Sharing contents are not enough if the company doesn’t know how to engage with customers. Every post should open opportunities for prospective customers to communicate with the company. Social media posts, comment sections, discussions, polls, and instant message services are valuable tools for engagement.
8. Try listicles
Internet users like listicles because they are easy to digest. Companies can share information using listicles, such as “best and worst” contents. For example, listing best foods to keep the skin healthy are good to insert promotion for a skincare product.
9. Keep the communication style consistent
Customers feel secure when the company keeps a consistent communication style. Companies must understand their target demography before choosing the right communication style. The language, lingo, and tone must match the right targets.
10. Show interests in social causes
Current generations have high attention toward social or worthy causes. Companies can embrace more customers by creating socially conscious campaigns and contents. For example, a food company may create interesting ad content about “no disposable plastic bag” campaign.
Finally, make sure to keep the old customers loyal while inviting the new ones. Create specific campaigns for new and existing customers and provide separate reward programs for both.
Great Content = Great Customer Experience
Customer experience extends from the marketing stage to the purchasing. Creating engaging, high-quality content marketing is important to keep customers satisfied. They also invite potential new customers through engagement in ads and social media exposure. Invest in content making strategy to create shareable, relatable contents.