Content Toolbox for EMEA Marketers: How to Drive Growth Through Content (Part 1)
- June 20, 2022
- content, global
Content is the number one building block in the overarching Customer Experience (CX) category. How to successfully build your content efforts in the ever-changing movement toward more and more digital engagement is a difficult but important strategy to understand as you lay the foundation of your customer experience model. This blog from TechTarget Customer Success and MOI Global outlines the steps you can take to create your content framework for the best customer experience.
Content and Customer Experience
Customer experience can be summed up as “the sum of all the feelings and interactions a customer has with your brand, at every point in their buying journey – from marketing to sales to customer service and everywhere in between.”
If CX is the totality of interactions, a large portion of those interactions will be with content.
Customer experience forces us to balance the needs of our customers and prospects with our commercial goals. At CX there is no finish line – it is a journey without a finish. This is important if we really want to meet the needs of prospects and customers while generating leads for the business.
Customer experience is: The sum of all the feelings and interactions a customer has with your brand, at every point in their buying journey – from marketing to sales to customer service and everywhere in between.
– TechTarget | MOI Global
The two building blocks that go into creating the customer experience are “content” and “experiences”. Let’s break these down:
Understand the content block
“Content” is a standalone asset that can exist in a variety of channels. Inherent mobility means that the asset can be shared, roam the web, or travel with the customer. Content can be a blog post, a research study, a white paper, a video, etc. – powerful tools to engage prospects and customers.
Interacting with content is fairly passive – reading, watching, or listening. And that’s measured by initiations like downloading a work after filling out a form (open, download, or play), whether someone spent time on the content (duration of viewing/listening), and completions – whether someone got to the end of it piece of content.
Understand the experience building block
In contrast, an experience is a series of interactions within a defined environment. It has an entry point and an exit point – it needs to be navigated. An experience can include different forms of content, but it’s something you immerse yourself in and work your way through.
Examples of an experience would be a landing page that you explore by clicking on different modules, an HTML email that you scroll through and then tap the call-to-action button at the end, a mobile app, a eBook or an online survey.
A customer or prospect would interact within a user interface (UI) using digital gestures such as click, tap, tap, scroll, etc. And success would look like time spent on website, web sessions, bounce rates, pages visited, forms filled, leads generated, and repeat visits over time.
Content x experience crossover
to clarify an asset can function as both content and experience.
In the image below, you can see that the same content can either be used as a static PDF or turned into an interactive experience where users navigate through the content and perform actions to choose their journey through the asset. This can include clicking to the next chapter, drilling down to sub-pages, and more.
The PDF content is reworked to provide the user with different travel options. It’s the same thought leadership expressed in different ways and used in different ways in the customer journey.
Before creating any additional content, you should consider whether the information or entertainment is best expressed as static content or as an experience, or perhaps reused for both. You have a huge range of options, so choose how best to engage people and provide a great customer experience.
The Power of Content
Content is all about customer centricity, whether it’s reaching potential customers or existing customers.
to potential customers, the content shows that you understand your prospect’s business context and can help them solve their problems. It shows empathy. It also gives potential customers confidence in what you do.
To the current customersContent helps them expand their understanding of your value, delivered across diverse products, services, skills, support, and expertise.
The power of content marketing
In contrast, content marketing is all about the brand and the business. It’s an engine for growth.
Content marketing is the practice of providing content that is valuable, consistent, and relevant to a well-defined audience over time. And ultimately, it’s about driving profitable customer action.
Content marketing serves the brand and increases sales by:
- credibility: Establish a thought leadership role
- discoverability: Build SEO through expertise, authority and trustworthiness
- profitability: Generate qualified leads or increase sales with existing customers
Types of B2B content and experiences
Here’s a simple illustration of many types of B2B content you create or could create today.
Podcasts are different from the traditional text-based content we see in B2B, and assets like courses and reviews are more innovative in the B2B technology space. Visual and video-led content is still underutilized in B2B, so more could set you apart.
In terms of B2B experiences, below are some that you may have seen and some that are more innovative in the sector. This is just an inspirational list of digital interactions and experiences you might want to explore in your own organization.
But how do you pull all this information together into a content marketing plan? You need to create a shared customer experience through your content marketing.
A concept for content marketing
Glenn Landauer, MOI Global’s VP Customer Experience Strategy, shared his simple strategic blueprint for content marketing, broken down into three steps.
- Establish your content strategy
- Think about how you will produce your content – the level of accuracy, iterative or intense, and will it be a habit or pool of assets
- distribution – Make sure it reaches the right audience
How to optimize your content marketing
As a content marketer, think about these questions to create an exceptional customer experience that brings together everything we’ve covered so far:
- How can content and experiences help guide your prospects through the buyer journey? Are there gaps that your content and experience can fill or point out new paths of discovery?
- Where does the content support awareness (brand) versus willingness to buy (platforms and solutions) versus conversion goals (specific products and offers)?
- You don’t have to do everything – focus on a few things that you’re good at. What are you?
Don’t be afraid to experiment, stick with an idea for a while to see how it really works.
In the next blog post, we’ll look at how the research behavior of B2B tech buyers has changed over the past two years and what that means for the way you go to market with your content and experiences.
Offering unique perspectives and expertise based on our direct experience in the EMEA market, this blog is designed as a resource for marketers targeting or working directly in this market.
Content Marketing, Customer Experience, CX, EMEA Content Marketing, EMEA Marketing Strategies