When you’re trying to grow your business, content marketing is an effective way to introduce yourself to new audiences and bring in customers.
But the benefits of a successful content marketing strategy extend beyond just finding new customers. Content can improve customer experience (CX) and build loyalty with your existing audience so that they become repeat buyers.
Here are five ways you can leverage content marketing to improve your customer experience:
Find the unfulfilled needs of your audience and create content that speaks to them.
To find the unfulfilled needs of your audience, first, you need to get to know them. Who are they? What are their goals? And what resources do they need to accomplish these goals?
Once you have a good understanding of these specific details, you can incorporate them into your content to connect with your customers on an emotional level. Create stories that speak directly to their desires and help them achieve something they’ve always dreamed of doing.
For example, when choosing a new diet, it isn’t straightforward to know what to do and how to find the perfect match for your goals and lifestyle.
The meal planner company Ultimate Meal Plans puts together insightful guides across all different diets, including this one about paleo meal plans, to help their customers explore and create custom meal plans that align with their specific personal goals.
Creating unique guides as helpful resources improves your CX by providing valuable information to your customers and proposing practical solutions.
The more you understand your audience’s needs, the better positioned you’ll be to provide value through content marketing.
When creating new content for your customers, it is crucial to keep these tips in mind:
- Make sure your content is original. Otherwise, customers might view you as a fraud and lose trust in your brand. You can use a plagiarism tool like Quetext to check the content you are creating to ensure originality.
- Track conversions to see what type of content drives your business’s results. This data will help you focus on topics that resonate with your target customers rather than waste time on a topic that’s not working for you.
Never underestimate the power of original content to help build trust and keep your customers happy and engaged with your brand.
Use testimonials, reviews, and case studies to build trust with your audience.
You can’t just tell people how they can benefit from your product or service. You have to show them examples of how you helped other customers.
To create content that helps improve CX, you should also focus on providing proof points of why your solution is better, cheaper, or faster than the competition. Here are several methods:
- Make a list of 10 ways your product is better than the competition (view this article for more information).
- Create an infographic that shows the amount of money a company saved after using your product.
- Put together a case study from scratch (or choose one of those you already have available) and post it on your blog.
- Collect customer feedback using a digital tool like Feedier and share the positive responses on your website as testimonials.
Copy Course does an excellent job showcasing testimonials on its home page to provide hard proof that its copywriting course is better than anything else on the market.
Consumers are more willing to trust a brand if they know how other users have fared with a particular product or service.
Provide step-by-step guides that show your audience how to use or purchase your products or services.
A step-by-step guide is a tried-and-true method of providing helpful information to all your customers. They offer an immediate solution to a problem without requiring extra time or research.
You can use step-by-step guides to teach customers how to use your products, complete DIY projects, and achieve better results.
For example, Hero Loan makes it easy for Veterans and military families to get the home loans they deserve. They have a vast library of step-by-step guides, like this one covering “VA home loan Texas,” to help their potential customers make the right decision by providing the best advice for purchasing a home in Texas.
By creating in-depth guides, Hero Loan positions itself as a leader in the market.
Here are some things to keep in mind when creating step-by-step guides:
- Keep it clear and straightforward by using language everyone will understand.
- Include links to any relevant resources you mention in the guide so users can easily access them if needed.
- Use photos/videos whenever possible, especially in long guides or ones that could be hard for users to understand otherwise.
- Ensure your guide is helpful by including all the necessary information (e.g., materials needed, the steps involved).
Highlight the human elements of your business via video.
Few people have time to read lengthy blog posts, so your website needs to include different types of content that address your customers’ needs in the most efficient way possible.
Consider creating tutorials in a variety of formats, including videos and webinars. Leveraging different mediums will help you reach a larger audience and make it easier for you to engage with customers and help them solve their problems more quickly.
As an added benefit, these types of videos can also help boost your SEO by targeting long-tail keywords that are difficult for others in your industry to rank.
Use video to show off behind-the-scenes footage of your enterprise or highlight exciting events and conferences. A great example of this is Nlyte’s collection of videos about data center automation, CMDB, and green data centers specifically recorded by senior leaders within the company.
Showing the human side of your company is an effective way to make it more approachable, accessible, and relatable. It’s also an excellent way to demonstrate that you care about your customers’ experiences. This trait consistently ranks high on consumers’ priorities when evaluating a company or brand.
Use chatbots or live chats to answer customer questions around the clock.
Think about it: Online users today have the world at their fingertips. They’re busier than ever and are always looking for companies that can provide fast, practical support on a whim.
Suppose you’re not considering using live chat on your website. Studies show that 63% of respondents say they’re more likely to return to a website if they had a positive experience with live chat. In that case, you could be missing out on significant opportunities to resolve customer issues quickly and build rapport with leads by providing answers to common questions right away.
Fortunately, any company can start using a chatbot or a live chat – even organizations without dedicated customer service teams or help desks. It’s an excellent way for brands to provide exceptional customer service around the clock and address customer concerns in real-time.
Chatbots and live chats also help reduce wait times for customers waiting for assistance from call center representatives or other team members who may be busy handling different tasks at the time of the request. This feature ultimately provides a better overall experience for customers who need assistance as soon as possible and helps improve the customer experience.
Content marketing is powerful. If you approach content marketing to help your audience, you will drastically increase your chances of success.
Plus, a more human approach may lead to a better CX. It could enhance your brand’s reputation and start new conversations—and those are always good things.
Simple changes can profoundly impact your customer experience management efforts, which will pay off in the long run.
About the author
Kelly Moser is the co-founder and editor at Home & Jet, a digital magazine for the modern era. She’s also an expert in freelance writing and content marketing for SaaS, Fintech, and ecommerce startups.
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