How To Create Content Marketing Inspired By the Customer Journey

Ciara Byrne

Succeeding in the online world requires a lot of effort nowadays, especially when it comes to producing content that is relevant, engaging, and on-point for your audience. It takes more than just a few digital marketing ideas and some capital to propel your business to new heights. For many, content marketing is something that is easily outsourced – but how can we flip the cards and make most of it?

In today’s blog, we will be showing you how to develop website content marketing strategies that work, and how to use your customer service team in order to publish engaging pieces.

Why customer service interactions matter on every organizational level

As we said above, there are easy ways to hire a content agency. Just like you would normally hire a professional web development company, there are agencies that can write content for you and focus on the best efforts for maximum visibility online. However, doing that would put you on the list of so many businesses known for these efforts. Instead of achieving extraordinary results, you would stick with ordinary ones.

To change this, you need to understand more about your customer experience as the only way to achieve long-term business growth. Every customer service interaction counts here, which is why your first goal should always be to optimize the customer experience and ensure that you are offering the right customer support to everyone. Once this is aligned on every level of your organization, everyone’s efforts will be directed to providing the best service possible.

Content marketing in the form of self-service materials

We all know that receiving dozens of phone calls every hour can be frustrating and damaging to your productivity. One of the best ways to decrease the number and make sure that there are no people addressing issues – is by providing them a source where they can issue resolutions to their problems.

In practice, businesses should discover ways to mine their usual complaints and feedback and find patterns to address these. A good example of this is a FAQ page or section on your website, where you could place all the frequently asked questions anfd their respective answers. Addressing all of the common questions and potential issues with easy-to-access information will help your customers. Most importantly, it won’t make them pick up the phone, allowing your sales and marketing teams to focus on what’s important.

Leveraging your customer intelligence

If there is one-way customer support can help content marketing, it’s through leveraging customer intelligence. If you are new to this, you should see it as all of the insights coming from gathering and analyzing customer data across every part of the customer journey. Your support team is likely aware of the diverse customers and the needs they all have, which is where it can help you bridge gaps and find new opportunities for growth.

To begin this process, you will want to build out specific customer personas and segment your groups accordingly. Once you do that, you should start analyzing each group. The user analytics will help you see potential avenues for growth and expansion of your content marketing, whether it’s publishing more interactive, descriptive, behavioral, or how-to content. You can always track progress and monitor your analytics in a project management tool (consider using a hosted Redmine solution to manage your projects and subprojects).

The goal of this is to analyze every touchpoint of the interaction with every customer persona, understand their consumer needs, and deliver a more personalized experience.

Creating relevant content

Besides having a great FAQ page, it’s important to publish regular content, but not just any content. One of your main goals should be to create content your customers can relate to. Whether it’s a case study of how you helped a client double their sales, an interesting blog about the hottest trends in the industry, or a webinar dedicated to a popular topic, there are multiple ways to enhance your B2B content marketing strategy.

Informative content is what sells on so many levels, especially in B2B relationships. Customers are nowadays seeking specific solutions for their business – they will likely study your website and blog for details, before deciding to reach out to you directly.

Most importantly, your audience needs to read about things they will enjoy and find helpful. Here, your topics can range and may include anything related to your brand, especially posts that have actual tips and insights on achieving something. For example, if you are selling online courses, you could always write informative guides on coding for beginners and list how easy it is, whether one needs a specific background for it, etc.

Automating your core processes

Automating your core processes is important, but you don’t need to hire a professional web development company to make that possible. Automation can occur easily – for instance, you can optimize your customer support experience with a chatbot like Quillbot AI, which is powered by artificial intelligence.

By using a chatbot like this as your primary channel, your business can deliver real-time support and answer queries promptly. This would boost your customer satisfaction and show your audience that you care about their needs. Even though the field of artificial intelligence is still developing, there are many tools that can help you with tasks like sourcing calls to specific departments and handling customer support with ease.

Final words

Whether you are considering AI as your virtual chatbot solution or are looking for ways to expand on your content marketing, being proactive is what matters. The goal of this guide is to explore the link between customer support and content marketing and use the former to address challenges with the latter. At the end of the day, your audience will always be interested in creating a deeper interaction with your brand.

Finally, we all know that digital marketing has evolved and changed in many forms over the past decade. However, it’s never wrong to try and explore new avenues for growth and communication with your customers.

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