Winning Content and Customer Experiences

May 10, 2016

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns.

Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX:

  1. 90% – Desktop website experience
  2. 86% – Mobile website
  3. 85% – Email
  4. 79% – Telephone support / sales
  5. 77% – Digital advertising
  6. 76% – Social media

 

Content distributed through these touchpoints tends to perform better if it falls within these categories:

Best performing content is 3 times more likely to be emotional. Perhaps this is stating the obvious, but content that provokes excitement, anger, hope, sadness, or anxiety get our attention. Pulling on heartstrings still works and cements the experience in our minds.

Content with rankings and comparisons drive more engagement. This airport rankings comparison is an example of easy-to-digest content that pulls in readers to find which detail is important to them.


Combine relevant topics with familiar touchpoint data. For example, people know and understand Instagram. If travelers are looking for top points of interest in a state they want to visit, this chart gives a quick snapshot using a reputable platform’s crowdsourced data.


Knowing and targeting your audience is crucial to delivering your valuable content through the most engaging touchpoints. People don’t want to see every offer or message from every brand. Content and CX strategies that match the desires of your best customers will give your content the highest value in their minds. Hyper-targeting audiences based on demographics, past behavior, purchase history, geography, and lifestyle interests delivers the customer experience your audience wants.

Personalizing the experience should be done wherever possible. Strategies can include discounts based on browsing history, greeting people by their name in emails, or tailoring offers to micro-segments. This is a huge part of the overall customer experience and can add real value to the bottom line:

  • 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant (Digital Trends)
  • 86% of consumers say personalization plays a role in their purchasing decisions (Infosys)
  • 45% of online shoppers are more likely to shop on a site that offers personalized recommendations (Invesp)
  • 40% of consumers buy more from retailers who personalize the shopping experience across channels (Monetate)
  • 80% of consumers like when retailers emails contain recommended products based on previous purchases (Listrak)

Marketers have an opportunity to set their brands apart by offering better digital experiences and more relevant content. A study by Accenture revealed that “customer experience is at the heart of digital transformation”. 56% of companies look at the impact of digital in relation to customer experience and 80% of firms use third-party providers for at least one part of their digital transformation. The report also said that, “Companies are focusing on digital channels to make customer interactions more engaging: 63% are planning to enhance their online experience, 46% are looking to add or improve their mobile offerings, but only 39% want to improve their in-store experience.” Consumer preferences are clearly driving how brands change the way they distribute content and create digital experiences.

 

This post is based on articles from MarketingLand and Business 2 Community

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