W hen we asked enterprise businesses to rate the quality of their customer experience, 88 per cent admitted there is room for improvement. Websites, social media, retail locations, mobile apps, emails, texts and more — there are so many ways a customer can interact with your brand. And, at every turn, they need to be met with personalised messaging and a consistent experience. No problem, right?
To capture your customer’s attention, you need to personalise content, creating more iterations than ever before, but your content must also be valuable, engaging and timely. Add to that the need for a consistent and positive customer experience — one that loads quickly, is intuitive, easy to digest and directs them where they want to go — and you’ll quickly realise you need a content strategy to keep all the parts moving in the right direction.
Eighty-four per cent of companies recognise they will need to produce more content this year than last year, yet 41 per cent don’t have a clear-cut content strategy. Because enterprises have to continually create a high volume of valuable content that can be delivered easily, if you’re not being efficient, it doesn’t take long before content requests outnumber and overwhelm your creative team.
Being able to offer a world-class customer experience requires strategy and long-term planning. Below are a few tips you can rely on as you develop your own customised content strategy.
To start, step back and ask some high-level questions to determine the value you offer customers and the unique content you can serve up. Questions like:
- What are we offering our customers?
- Why would our customers choose us over the competition?
- Have we got the support of our executives?
- How can we collaborate together to streamline this process?
Even after answering these questions and creating a strategy that develops your brand and appeals to your customers, you periodically need to revisit and assess your strategy. What worked in the past is not necessarily the best approach today, next month, next quarter or next year.
Also ask questions of the data you track. To know whether your content is delivering on the customer experience goals of being consistent, relevant and personal, it’s important to gather feedback on what your customers really think. The answers you get will allow you to further personalise and continually optimise your content for the best conversion or engagement rates.
To deliver a great customer experience across channels and devices, you need to actively pursue collaborative workflows and tools to support your content creation strategy. Rather than having the team that supports each channel working in a silo, break down barriers between design, marketing, analytics and customer experience teams.
For example, considering a design perspective from the outset of your marketing campaign will increase the odds of offering a top-notch customer experience. And data analysts and content creators can collaborate to create personalised content that resonates with each customer.
One tool to help your collaboration is to have your assets organised in a cloud repository. This allows designers and content creators access to the same assets — including brand guidelines, colour palettes, fonts and logos. Any changes to assets in the repository are updated universally to combat version control issues.
Organising your people, processes and technology to be collaborative allows you to create original assets and content that can be easily located, re-purposed and used across any channel. Production quality and speed increases and, ultimately, working together allows your enterprise to work smarter, not harder.
With increased demands for more content that must be produced quickly to remain relevant, it’s important to effectively prioritise and improve your efficiency. Adobe Behance founder Scott Belsky makes four suggestions:
- Communicate your priorities. Rank your projects by how much effort each will take. Then communicate to the team which projects can fall below the line in order to make important deadlines.
- Be proactive about the things you care about. Set aside time to work on one or two initiatives that interest you. Focus more on how to organise the ideas you already have and less on the next best project.
- Make the most of your meetings. Put a premium on action. Make sure people leave meetings with specific assignments to complete.
- Find out what’s working and do it better. Don’t wait to fix things after they’re broken. Know what’s really working and then improve it.
Providing a seamless and delightful customer experience is critical for your brand because customers are distracted so easily with multiple screens competing for their attention. If the experience you provide doesn’t catch and keep your customer’s attention, they won’t hesitate to jump ship for another brand.
For more details on a content strategy that can work for you, check out our full Mass Producing Deliciousness report.