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Customer experiences don't happen without content

29 Aug 2019 · 2 min read

Our Director of Communications Sandra McDowell talks about content as a crucial factor in creating successful customer experiences.

Planning for a major investment in MarTech can be an intensive experience, requiring careful strategic thought and a constant eye on the long term vision of your business. Amongst the exciting possibilities, one major aspect of your planning can often get lost – content.

Content is the mortar between the bricks of your Customer Experience. It can be the difference between moments of frustration and moments of magic. If you ignore what you’re saying and how you’re saying it then that big tech budget could simply be wasted money.

Content is everywhere

Look inside any business, digital project or marketing campaign on any channel and you’ll find that content has a significant part to play in decision making.

Strategically it’s the foundation of how brands articulate their customer promise. It provides shape and flavour to brand and consumer conversations, informing the effectiveness of so much of the customer experience.

Operationally, content influences decisions across an ecosystem of channels, commands big investments in technology and determines many discussions about internal assets and resources.

And yet, so many organisations are still not equipped to handle and manage content effectively. Their food’s great but the experience is incoherent and off-putting.

Content has a huge impact on customer experience. A tactical approach may work in the short term but it is unlikely to scale and provide sustainable benefits to the business over time.

Set up to fail

A 2019 survey by The Content Marketing Institute revealed that 42% of organisations haven’t acquired the right technology to manage content across the enterprise. 42% say they have the technology but aren’t using it properly. The biggest strategic content management challenge in 2019 will be communication between teams

This is symptomatic of a range of challenges that organisations are facing around content. As channels proliferate, content multiplies and returns diminish. The pressure to feed the growing content machine often leads to mediocre, sales-driven content that is not helping customers find what they want and ultimately leads to less revenue.

As the research shows, organisations have often invested substantial amounts in content platforms, but have not consistently followed up with operational and executional change to deliver the true business value of the investment.

Increasing need

As the volume of content and output of channels grows, commissioning, publishing and delivery of content spans several silos, with no enterprise-wide planning or consistent delivery mechanisms.

The result of all this is that organisations are increasingly struggling to manage content effectively, while simultaneously recognising the importance of devoting time, effort and resource to content generation.

Encouragingly, organisations are waking up to the fact that content is a strategic
asset, which is elemental to business success.

The key to harnessing the true potential and power of content lies in originating an overarching, company-wide content strategy.

We recognise every business is at a different stage with their content. Some need help to create better content, while others need help to manage content across multiple platforms. We have a model to help diagnose a business' level of content maturity. Using this, we can apply a tailor made package of resolutions from editorial to structural to operational that can provide definitive support to becoming a content business.

To find out how we can help optimise your CX, get in touch with Sandra using the form below, who will be happy to start you on your journey.

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