How to Drive Business Growth With Customer-Centric Content

By on September 19, 2019

Quality content has always been on top of every business that expects to succeed through the digital world. In modern times, customers expect quick service and quick response. With the rapid progress of social media, prompt customer service has become even more important for businesses to thrive.

Today, customers want personalized content. The key is the more you understand your customers and their preferences, the more accurate and relevant content can be delivered. This will definitely give a boost to your content strategy as your customers will be more open to understanding your message. According to information provided by Adobe, customers are looking for accurate and informative content. So the valuable content that is focused on customers is the trend that is ruling the market.

Great content represents the future as well as the present of all your marketing efforts

When you pitch great content that is useful and relevant to your target audience and customers, you are helping to solve immediate problems. When you use content marketing effectively, you can expect these 3 benefits:

  • Increased sales
  • Cost saving
  • Enhanced customer loyalty

The most important part of effective content marketing is your ability to view the content through the eyes of your customers. The titles you create gain great predominance here. What is the focus of the title? Does it hover around your product or the customer’s concerns? If the content is hovering around the product, you are potentially missing opportunities for building customer relationships and therefore revenue. Aside from that, you will also be missing your opportunities for streamlining content throughout your organization.

Many businesses have learned the need to provide content focused on the customer and the customer’s problems rather than the product or service they seek to sell. It is important therefore to have a well-defined framework built around the challenges that your customers and potential customers seek to solve. The following steps will help you create customer-centric content for your content marketing.

1.      Know the major challenges faced by your customers

Before organizing customer-centric content, you should explore the top challenges your target audience is facing. If you have just about started the exercise of customer-centric content, your sales team can be a good starting point. No, we are not saying that your sales team will create the content for you. On the other hand, they can give great insights into customer behavior and customer aspirations. When buyer persona is important for your business, it is your sales team who can help you create that and you cannot forget that they are the ones who can provide you real-life feedback from potential customers. Many businesses rely on formal personas while determining the type of content to be created and distributed.

  1. Putting communication in place

Once you know the challenges that your customers are facing, it gets a lot easier to design your content and also communicate with the marketing team on how they should talk to the customers. When customers arrive on your website, they have a specific purpose and need a solution. An effective navigation bar will immediately take them to the content that has the solution built-in.

  1. High-level challenges

In some situations, you may have multiple solutions for the same problem or solutions for varying use cases. Take for instance modern apps. Issues that start-ups face will be distinct from that of multinationals. Therefore, the content you create should be tailored to different segments the apps for a multinational may not find any use for start-ups.

  1. Steer clear of product-focused content

If you are serious about content marketing, you should steer clear from content focused on your products. In other words, your content should demonstrate understanding and empathy for the problems your customers are facing and trigger conversations on how you could help.

  1. The content framework should reflect the top challenges of the customer

Once the major challenges of your customer are known, your content framework should be tweaked to align with the customer’s challenges. Tagging the content and creating appropriate Metadata will also gain significant importance at this stage.

  1. Harmonizing the metrics to the tweaked framework

Once your content framework is tweaked appropriately, you should also shift focus to tying your metrics so that your content team can gain fresh insights using the measuring tools across platforms.  This way, your content team can fix its sight beyond downloads and web traffic to understand how your sales personnel use content.

In a nutshell,  customer-tailored content is the king of the marketing strategy today. The benefits of shifting from product-centric content to customer-centric content include being purposeful, transparent in content creation, reuse and distribution. Hence, adopting effective and systematic customer-centric content architecture alignment will help you to boost the profitability of your business, drive business growth and gain a competitive edge.

About Ralph Kalsi

Ralph Kalsi is an entrepreneur, blockchain enthusiast, and consultant who collaborates with businesses in Australia. With his vast knowledge and industry experience, he helps to drive sustainable-business*growth. He is the proud founder of One Stop Media.
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