Content Marketing and Customer Experience: A Linked Pair

Is customer experience a part of your content marketing strategy?

It should be.

Sticky notes showing customer experience.

We find that corporations that earn $1 billion annually will see a $700 million increase in revenue within three years of investing in CX. And it's not just a B2C thing -- SaaS companies are boosting their revenue by a whopping $1 billion.

Overall, customer experience is helping brands to double their revenue within 36 months.

How do you go about integrating CX into your marketing strategy? The answer is content marketing.

Why Content Marketing Is the Foundation of CX

Consumers today are using the web to find products and services, but they're not just purchasing from any brand. They're looking to buy from brands they connect with authentically. 

This is where content comes into play. Without content, there's no way to unite with your audience, and it becomes impossible to differentiate your brand. The only way to truly connect and stand out is to understand your prospects. When you take the time to learn about your audience, you can build a content strategy that not only delivers value but a rich experience as well.

This is possible when you collect and analyze customer experience data from your marketing campaigns. For example, what content do they consume the most and why? What experience is attached to that consumption of content? You may learn that your audience enjoys watching case studies told through the eyes of your customers. Or maybe they like reading the in-depth guides you create that walks them step-by-step through resolving a problem.

It all begins with knowing your customers and knowing how to deliver value in a way that connects with them on an emotional level. This is the key to making your brand memorable.

Here's how you can implement CX into your content marketing strategy.

Woman receiving a shopping bag from a clerk.

Be Relatable

This is marketing 101; if your content doesn't relate to the intended audience, then you'll struggle to give them an excellent brand experience.

People are very picky about the content they consume. So you need to create headlines that attract and content that engages. For instance, if you're selling an invoicing tool to small business owners, then your content should show how to use the product to save money or boost their revenue.

Use your content marketing data to learn the pain points of your audience. Monitor your blog posts and videos to see what gets the most traffic.

Offer Actionable Tips

There's a big difference between educating people and walking them through a problem. Most people want actionable tips that they can put to use right away. Otherwise, they'll feel like your content was a waste of time -- not a pleasant experience.

Focus on creating helpful tips and checklists your audience can use to solve their everyday issues.

Make Your Content Engaging

There are several ways you can make your content engaging. For one, you can use social media to start conversations around a topic. Let's say you share a blog post on LinkedIn and then ask the opinion of your followers. Not only are they reading your post, but they're interacting with your brand as well. This makes the read more memorable and worthwhile, especially if you're providing value in your content and giving helpful feedback in the comments.

The Takeaway

As you're putting together a strategy to combine CX and content marketing, focus on these core elements:

  • Meeting the needs of your customers
  • Making the lives of your customers easier
  • Proactively creating delight (i.e. through engagement)
  • Set your content apart
  • Use different channels to create experiences
  • Be responsive as customer needs change

Use Data to Enhance Your Content Marketing Strategy

Taking the guesswork out of your content marketing strategy is what data and analytics are all about. For that, you need to gather and maintain the correct information.

With the right tools, you can easily collect and manage customer data so you can continue improving your marketing campaigns. With SmartForms, you're able to obtain accurate details about your audience. Then you can create a robust database using the validation and enrichment features of SmartSuite. Together, you have a "Smart Stack" you can use to enhance your campaigns.

Want to learn more? Then learn how to build a coherent tech stack today!

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