Content marketing improves customer experience and customer success

Michael Marchese
June 14, 2019
content marketing improves customer success

Content marketing improves customer experience and customer success

Michael Marchese
June 14, 2019

Many companies are looking for ways to get an edge against their competitors. An excellent way to do this is to leverage content marketing within your customer success or customer service organization.
Great articles drive better customer satisfaction, generates more up sells, cross sells, and referrals and referrals. Wondering why? When the customer is more educated with your products and services, they feel more confident and trust your organization more.
Content marketing can act as a key component of educating your customers on your solution. Most companies and most users of various technology platforms are frequently frustrated because it is very difficult for them to get answers within the solution that they’re using.
Oftentimes that frustration translates into either an online chat or a phone call to the customer service organization to try to find answers to very basic questions.
Most people don’t want to have to spend that time going through customer support to get what they need. They want to be able to have the information that they need immediately and contextually with what they’re working on at that time. If content is developed and is embedded contextually at key points within a technology platform more within the service itself it’s going to pre-empt the need or the customer to go and reach out to your customer service team be phone or chat

Content marketing to help with the onboarding experience

In addition, content marketing could also be quite effective on the onboarding itself. Most customers generate a very strong opinion of a company within the first 90 days of using this solution.
It’s at that point in time where they have very little experience with your company your brand and your solution. And they’re the most susceptible to churning and canceling out making sure that there is a very tight and interwoven onboarding process that is replete with excellent content pieces that help guide the customer through their journey into your solution is invaluable engaging with those customers with content doesn’t have to be overbearing.
By going and identifying key choke points within your customer success team you’ll be able to identify where there are problems where customer service complaints are concentrating around and then what you can do as you can develop content specifically to address those issues and then place that content contextually at the point where those issues begin.
This is an excellent way as I said to go and improve overall customer satisfaction and what’s called a Net Promoter Score.

How to engage customers with content without being overbearing

And P.S. at the same time by not jamming so much information in front of your customer at times that’s unrelated to what they need at that moment. It’ll make the experience better for them and it won’t feel overbearing or intrusive. Another way that you can go and improve the customer experience through content marketing is through regular newsletters that go out to them. Those newsletters should be filled with snippets of content or summaries of content that educate the consumer and educate the customer about your solution but more specifically highlight the benefits and the problems that can be solved by learning different parts of your solution customer newsletters as long as they’re not sent out too frequently can be an invaluable resource.
In my experience on the business to consumer side sending out an email to an email newsletter to customers once every week is quite acceptable.
On the B2B side once every one to two weeks is more acceptable. A couple other best practices that I would recommend is to make sure that your frequency that you’re using to send out newsletters actually tapers as the relationship grows longer.
So for example in the first week that customers are bored it may make sense to send out two or three communications to them versus after the first month. That may drop down to once a week or twice a week. Having that in place mirrors with what the customer’s learning purpose. So if you think about it. If you’re a customer and you’re getting ready to use a. Or just starting to use a new service or a new platform or technology you’re going to want the most handholding early on.
And then as you master it and get comfortable with it you really want to have less frequent communication but more in-depth communication on very specific areas that are related to what you need and what you do. So just keep that in mind when you’re dealing with it.
How can content marketing reduce churn
The net result is when you put all these things together you’re likely to have a much better experience for your customers and a better experience for your customers and equals lower churn and lower cancellation rates end of article.

Michael Marchese

Michael Marchese

Michael is the founder and CEO of Tempesta Media. He is responsible for corporate strategy, executive team leadership, and overall business operations across all the company’s segments. With over 25 years of experience, he has held various strategic and operating positions. ​​As a recognized expert, he has served on numerous committees for the following industry associations: SEMPO (Search Engine Marketing Professionals Organization), IAB (Internet Advertising Bureau), CGA (Casual Gaming Association), and the MMA (Mobile Marketing Association).

Our Mission

Tempesta Media is the performance-based content marketing solution specifically developed to drive revenue for your business.

Send this to a friend