Content serves as a unique way to communicate and influence customers and goes beyond mere marketing. This is the sole reason why marketers spend so much time and money on content and carefully design their strategy around what is most suitable to their brand and their customers.
Another important thing for businesses is to create a great customer experience. The consumer dynamic has changed over the years and now people value experience far more than other aspects like value for money, quality or popularity. Content naturally influences the experience of a customer when doing business with a brand. There lies a strong connection between content marketing and customer experience.
Common Goals of Content Marketing and Customer Experience
The link springs from the many goals content marketing and customer experience have in common. They both take into account the good of the visitor or customer and offer something valuable to them. They both deliver value in their own way and create a pathway for a customer towards the final sale or conversion. So in a way, content reinforces good customer experience and engages the user through different sorts of content on a varied number of platforms. Simply put, customer experience is making sure that the customer is at the center of everything, and content does too that through the value it offers the customer.
Content Provides Necessary Channel for Experience
The audience has evolved over the years and so has their way of interaction with content. Companies across the world are using content to establish a connection with the customer and provide them with an experience. For instance, Kraft not only puts out recipes to drive up sales but it also helps customers celebrate, for example, Thanksgiving with delicious dishes, therefore creating an unforgettable experience. No matter what product is at stake, content can provide a way to influence how the customer uses the product.
Content also gives brands a way to distinguish themselves through the experience a customer will have. As the competition keeps getting tougher, businesses are looking for the proper phenomena to create hype around their product. Companies are moving from traditional marketing and taking up content marketing for this particular reason.
Experience Is How You Define It
Quite simply, customer experience is the interaction between a company and a customer over time. The experience ultimately earns the loyalty of a customer, and that in itself, is a great feat for any business. But experience is not limited to this definition only, it is quite fluid and is defined by your business model or product. And even though, you become seriously trendy or innovative, you will find that content is the path to communicating with your audience.
Customer Experience Is the Future
According to a report titled Customer 2020, by the end of this decade, customer experience will a distinguishing factor for products. Therefore, people will value experience more than the price or the quality.
This clearly shows that the dynamic of purchasing is changing and businesses need to adapt to that change. And how do they do that? Content drives audience and creates an experience for them. From small household products to major investments like cars or property, people will tend to prefer the product or service they feel is going to give them the best experience.
Create Experience for Noncustomers too
BMW is a great example of companies throwing their net far and wide. They provide an experience to people who are not even potential customers. For instance, those who attend their Driving Academy Maisach get to experience of what it is like to drive a BMW.
One wonders why they target such audience or invest in creating content for them? Surely you will not convert each customer. However, what you will gain is massive popularity and trust.
This is just one example of how content creates experience; and through experience, you can create a budding fan base. And this very audience, who cannot buy a car right now, will perhaps buy a BMW later. In a way, we can say BMW is preparing for the future and extending its marketing efforts to what would could be future potential customers. This just goes to show how massively influential content can be and how companies are utilizing it in innovative ways.
Customer Experience Leads to Customer Advocacy
Customer advocacy is yet another mutual benefit of content marketing and creating customer experience. Through social media, people can advocate for your brand or product, evaluate the experience they had, and share it with their family and friends. People, who then read reviews and comments about the product experience, will be more inclined to use it.
Content works in a similar fashion; it helps create a beneficial experience for customers, and as a result, these customers share the content with their contacts, and the cycle continues.
If you are trying to create a good customer experience, content is the key for achieving optimal success in this matter. They go hand in hand as they provide value to the customer, earn their confidence and create advocates. There is no limit to what you can try as you, yourself, define what experience means for your customers – as long as the customer is at the center of it all.