The customer expectations over what is valuable content have changed. This is happening because customers are becoming more informed and savvy over technology. This means that they understand that companies are obtaining information about them and so that information to be used accordingly. They demand personalized content in a consistent experience across all sales channels.
As digital content first emerged, companies were focusing on creating content to engage and create brand awareness. This was a Marketing task and so, content success was measured with Marketing metrics, such as views, likes or shares. More mature companies on this matter are now viewing digital content with goals like, cost savings, lead generation, customer loyalty or customer satisfaction.
As stated by Altimeter, there are three major customer expectations driving the need for a change in content strategy:
- Customers want more than promotional content.
A study from the Economist Intelligence Unit found that a great customer experience relates to sales and service functions rather than content that entertains or raises brand awareness. They prefer content that solves problems and informs, like fast response to inquiries or complaints, simple purchasing process, the ability to track orders digitally or to communicate over digital channels. Hence, a mature content strategy must be customer- centric, not marketing-centric
- Customers want personalized content.
Since brands collect behavioural and demographics information from the relation with the client, they now expect to be treated individually and see their specific needs attended. A vast majority of customers expressed frustration by receiving irrelevant information, and that affects the relationship with the brand.
- Customers want a seamless experience.
To a customer, there is only one brand. However, inside a company’s organization, several departments will compete for attention. Sales, Marketing and Product Management each will want their content to be promoted. A mature company must organize the structure around the customer needs.
In the end, a mature and customer centric company will produce content that meets customers’ expectations and delivers a consistent brand experience across all digital channels.