Arming Your Content Marketing For the New Battlefield: Customer Experience
Content Is Still King, But He’s Moved On to a New Realm.
In recent years, content marketing emerged as the indisputable victor in customer attraction, conversion and retention, generating 300% more leads than traditional practices, and boosting conversions by 600–700%.
But no king worth his crown can rest on his laurels.
As consumer behavior and technologies evolve, the path that brought us here won’t work for where we’re going. Neither will yesterday’s content systems. We’ve come the banks of the Rubicon, and it’s time to gear up for the crossing.
Now is the time to develop new routes and don the right gear for a successful trek to the promised land: a profitable and sustainable marketing ROI in the months and years ahead.
Funnels Are Sooo Yesterday. Enter the Experience Era.
“By 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago.” GARTNER
The long-revered sales funnel is dead. Your buyer’s journey is no longer linear, and hardly predictable.
Guided tours are being replaced by content-driven experiences when, where and how customers want it.
Customer experience is the new battlefield.
A positive experience in every marketing channel is the single most important key to this evolution, and your only hope of earning your buyers’ preference and, yes, credit cards.
80% of businesses believe they deliver a “superior experience,” but only 8% of consumers believe these companies deliver a good experience at all.
86% of buyers will pay more for a better experience, and only 1% feel that vendors consistently meet their expectations.
68% of customers have switched vendors because of poor service.
67% have used a company’s social media site for servicing.
33% prefer to contact brands via social media rather than the telephone.
46% want to solve a problem when engaging with a brand on social media.
29% of Facebook users expect a response from companies within 2 hours. 22% expect same-day response.
81% of Twitter users expect a same-day response to questions & complaints. 30% expect a response within 30 minutes, and 22% expect it within 2 hours.
“Realize that the customer journey is an integrated, enduring experience that needs to evolve as the customer interacts with your brand -- from in-store to mobile, online, email, sales and support. In order to drive customer satisfaction and impact business results, each touchpoint a customer has with your organization must be anticipated, relevant and effortless -- every single time.” THE GUARDIAN
The realm of customer experience -- where the new content marketing lives -- is still a little-traveled terrain, and marketers who brave it first can expect to win big with customers.
The good news? We know a proven route.
Crafting a Winning Experience
“At its most basic, the buyer journey is comprised of a list of questions the customer will have at any given stage. The brand’s responsibility is to figure out what those questions are, what the answers are, and how to deliver the message in a convenient and clear manner.” ADCLARITY
Elements of a winning customer experience can be summed up into three sentiments:
Know Me Acknowledge me, my history, and preferences.
Relate to me Tap into my emotions, show me things I care about, and don’t waste my time with things I don’t.
Don’t Leave Me Hanging Give me timely, relevant answers when and where I want it.
“[Customers] expect service providers to engage with them on the channels they choose at the times they prefer.” DIGITAL MARKETING MAGAZINE
In order for buyers to find their happy ending with your brand, you must build value around the customer, not the channel or product.
Few things will be as critical to your business’ success.
Caution: Avalanche & Dragons Ahead
Content management was easy when you only had to deal with one channel: your website.
Today, marketers juggle an average of 13 content tactics and 6 social networks, with a growing torrent of content to feed each tactic, audience, platform and channel.
“Forrester Research predicts that unstructured enterprise content volume is growing at a rate of 200% annually... producing massive mountains of digital files.” EXPERIENCES: THE 7TH ERA OF MARKETING
While 97% of marketers say integrated tools are “important” or “essential” for growth, only 40% say their current systems are adequate.
What’s at risk?
Without a unified framework, this avalanche of content becomes a breeding ground for content dragons: broken systems that gobble up your time, assets and resources, weakening your efforts and slowing you down at every turn.
The Content Battlefield:
Symptoms of a losing battle
- Lack of visibility into existing content
- Limited visibility into content changes and usage
- Slow response and handling of requests
- Inconsistent brand representation
- Needless duplication of existing content
- Lack of control over file versions
- Files lost, leaked or filed incorrectly
- Limited collaboration and difficult access
- Misuse of expired, outdated or restricted content
- Stunted workflow and bottlenecks in content creation, approval and distribution
- Created content is unused, or underused
Broken Content Systems = Broken Customer Experiences
This isn’t just about the marketing department. These outcomes affect everyone who has the slightest interest or investment in wooing customers and keeping them happy.
Either everyone wins, or everyone loses.
Slaying Content Dragons: Get a DAM Backbone
How do you manage the ever-increasing need and deluge of content for the best chance of success?
And how do you keep content dragons from eating up your investments and burning out your team?
Definitely not how you’ve done in the past.
If content is king, it needs a castle -- complete with a moat, drawbridge, and watchtower.
That’s where a strong digital asset management (DAM) solution comes in, serving as the home and command center from which you control how all the content you create and curate is pushed into the market, and monitor how users interact with it. (Your DAM also ensures content files, versions, usage info and approvals aren’t spread all over the kingdom.)
Deficient Content Management
Store • Search • Share • Download
Optimal Content Management
Hypothesize • Test • Optimize • Prove • Capture • Create • Curate • Govern • Organize • Manage • Tag • Collaborate • Share • Distribute • Publish • Socialize • Track • Analyze • Extend • Integrate • Recycle • Repurpose • Reuse • Archive • Expire • Terminate … all in less time than it takes you today.
Marketers who invest in a DAM solution report the following outcomes:
79% have increased revenue by 10% or more.
21% report gains of 40% or more.
Reduced Asset Creation Costs:
97% have reduced asset creation costs by 10% or more.
57% report savings of at least 25%.
86% have reduced risk by 10% or more.
18% have reduced risk by 40% or more.
97% report increased productivity by 10% or more.
34% have increased it by 40% or more.
On average, marketers report a 24% increase in revenue and 28% drop in asset creation costs through DAM.
In all, DAM is the central source of truth across your content’s lifecycle. It ensures customers get a relevant, accurate and meaningful representation of your brand across all touchpoints -- every time.
DAM is the central source of truth across the lifecycle
I need digital assets
Creative and Design
I have digital assets
I use digital assets
Enterprise Content Management
Customer Relationship Management
Marketing Resource Management
Web Content Management
Social Media Management
Online Video Platforms
I measure digital assets
Evolving Alongside Customer Demands & Technologies
Broken or Disjoined Content Systems
The Right Content, Deployed in the Right Format, For the Right Audience, At the Right Time
The Holy Grail:
A Compelling, Winsome Customer Experience
More Conversions. More ROI. Stronger Brand.
Arming your content marketing for the new battlefield of customer experience starts with a DAM backbone.
Make yours a winning one.
Agile content that delights customers and multiplies conversions with less effort?
That’s something every marketer can get on board with.
What would it take to multiply your content’s reach and conversion without overloading your team, time and resources?
Or to place much of your content management on autopilot so you can wow your audience and reap more ROI with less effort?
Let us show you how.
Visit widen.com/demo for a demo today.
Sources: 7theraofmarketing.com | Newscred | Demand Metric | Aberdeen | The Guardian | JD Power | Nielsen | DataMentors | Digital Marketing Magazine | AdClarity | Sprinklr | Gartner | Copyblogger | Entrepreneur | IDC | FierceContentManagement