Your business’s content is more important than you may think when it comes to creating customer experiences. It isn’t enough to design a website using UX/UI principles. Or to train your customer support staff to provide the best service.
Your customer experience efforts need to incorporate content creation too. To do this, you need to focus on creating relevant and engaging content.
Such content makes customers feel valued and appreciated and in the future, they’ll be more likely to return and recommend your business to others.
Want to know how to turn your content creation efforts into a powerful customer experience tool? Read on.
1. Focus on customer search intent
Creating content with a customer’s search intent in mind is often used to create SEO posts and rank on search engines.
However, being mindful of your customer’s search intent is also a powerful guide for building relevant content in your email content, blog posts, social media, and more.
There are a few types of search intent:
Informational: The customer is looking to learn more about a topic
Navigational: The customer is looking for a specific website or page
Transactional: The customer is ready to make a purchase or take some sort of action
As you create content, consider what type of search intent your customers might have and how you can address it. You’ll focus on informational and transactional intent to guide your content creation.
For example, if you’re a clothing retailer, an informational piece on the latest fashion trends would be relevant for customers who are looking to learn more about what to wear.
On the other hand, a transactional email with a coupon code for free shipping would be relevant for customers who are ready to make a purchase.
By thinking about your audience’s intent, you’ll help them with the right information at every stage of the buyer’s journey.
2. Make it personal
Another way to turn your content into a powerful customer experience tool is to make it personal.
One way to do this is by using customer segmentation to send targeted push content, emails, and more to different groups of customers.
For example, you could segment your list by gender, location, or purchase history and send each group content that’s relevant to them.
This simple step can make a big difference in how customers perceive your brand and their likelihood of doing business with you again.
3. Be timely and relevant
Another way to create powerful customer experiences with your content is to make sure it’s timely and relevant.
This means creating content that’s seasonally appropriate and addressing current events as they happen. For example, consider events like Black Friday or when a new law is enacted like the GDPR a few years ago.
You need to stay on top of important news and events and proactively create blog posts and email newsletters to address them.
For example, when the news of the pandemic broke out in earnest in 2020, I addressed the matter quickly via a blog post. So that our audience and customers could find resources and know what to expect.
Such timely and useful content goes a long way to helping your audience. And it builds trust and credibility with your brand.
4. Write compelling headlines
Another way to make your content more powerful is to write compelling headlines that accurately reflect the topic of your article.
Your headline is often the first thing customers will see, so it’s important to make a good impression. A well-written headline will grab attention and make customers want to read your content.
Don’t be tempted to create titles and headlines like a book’s. Book authors can get away with titles like ‘Under the Volcano’ or ‘The Sun Also Rises’. But avoid creating vague titles in your own content that don’t accurately reflect the subject matter.
For example, if you’re sharing tips on how to manage time, create a post title that goes ‘11 Quick Time Management Tips for Entrepreneurs’. Direct and relevant headlines help customers and improve their experience.
5. Guide readers to related content
One of the biggest mistakes you can make is to leave your audience hanging after they’ve read a blog post, an email, or a social media post. Always provide links to related content that your readers can explore.
This could be other blog posts you’ve written, products they might be interested in, or even external sources like an industry report.
By providing links to related content, you’re helping your readers find more information that’s relevant to their needs. And you’re keeping them engaged with your brand.
6. Use strong visuals
Another way to align your content creation with customer experience best practices is to use strong visuals.
This means using high-quality images, videos, and infographics to break up your text and add visual interest.
Including visuals in your content can help customers understand your message more quickly and remember it for longer.
7. Format your content for easy reading
When customers are looking for information online, they don’t want to wade through long paragraphs of text.
Make sure your content is easy in the following ways:
Use short paragraphs
Use bullet points and lists
Use headlines and subheadings
Focus on answering specific questions
By formatting your content for easy reading, you’re making it more accessible to customers. And you’re increasing the chances that they’ll actually read it get value from your words.
8. Create educational content
One of the best ways to create powerful customer experiences is to educate your customers.
This means creating content that’s designed to teach them something new. Or simply to use your products and services well It could be a how-to guide, an explainer video, or even a live webinar that addresses a common problem they’re facing.
Educational content is valuable because it helps customers learn how to use your products or services more effectively.
And when customers are able to get more value from your products, they’ll avoid your competitors and even promote your business to others.
Check out this example from Jasper.ai. The company has an active Facebook group as well as community-created ‘recipes’ which help users get more out of the platform.
Community-created content and educational posts drive Jasper.ai’s popularity. Source
Conclusion
By following these tips, you can use your content to create powerful customer experiences. Just remember to focus on creating relevant and engaging content that’s easy to read and understand. And don’t forget to include visuals, links, and educational materials.
When you take the time to create content that’s helpful and informative, you’re showing your customers that you care about their needs.
And that’s the first step to creating long-lasting relationships that will keep them coming back for more.
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