Content keeps the Internet buzzing and great content is what gives brands something to discuss with their customers beyond complaints and challenges, compliments, or questions. If you’re producing and sharing useful, engaging content, your customers will be more likely to remain customers and send you more customers.
Crafting a content marketing plan will improve your customers’ overall customer experience. How? Let’s look at four customer services benefits of a strong content marketing strategy.
Great content solves customers problems, it doesn’t push product. Customers will have a stronger relationship with your brand once they see you are honestly trying to help them tackle their everyday challenges via a steady stream of helpful content. Do more of this and less product promotions and offers.
Content such as white papers, ebooks, your corporate blog, or case studies, will earn you a reputation as a thought leader in your industry. Strong content is a sign of a brand that knows its industry, product, and its audience. And by making sure your customer support teams are sharing your content, you’re providing them the same level of confidence in your product you’re hoping to ingrain in your customers.
Helpful content educates your customers on product features, but also helps them understand your industry better. Those empowered customers who not only understand your products, but are up to speed on the state of your industry and its topics du jour, are the ones most likely to become true brand ambassadors. They’ll be the ones helping your own support agents solve problems on social channels and in your support communities. They’re sharing their knowledge with other customers whenever the situation arises. Everyone likes to show off their knowledge, so help your customers be as informed as possible with useful content.
Educated, empowered customers call your contact center less. Customers who’ve taken advantage of your content to solve their problems on their own aren’t the ones driving your call volume. It’s as simple as that. Consider creating an FAQ page, or answer common questions via your corporate blog.