Why Content Marketing Has CX Appeal
You can market your content and have very little in the way of a customer experience (CX), but not the other way round. If content marketing is something you do, CX is what you need to think about when you do it. Competitively speaking, it’s critical.
There’s an oft-cited statistic from business consultancy Walker which states that by 2020, CX will overtake price and product as a key differentiator for brands. Gartner, meanwhile, predicts that by 2018, more than half of organisations will redirect their investments into innovative CX ideas.
In short, customers are beginning to value how they interact with and relate to a company more than the product they’re eventually going to buy. And how you position, craft and utilise content marketing is only going to become more integral when building that relationship.
Customers are beginning to value how they interact with and relate to a company more
Make an impact
This makes sense if we put it into the context of this ever-growing millennial and Generation Z audience, who tend to value things like the social and environmental impact of their purchases over the price, for example.
Or the rise of the gig economy, which succeeds because it is a customer experience that is based around social impact – around gratifying convenience and lending a helping hand. The whole reason famously ‘disruptive’ companies in this space are winning is because they’re built on a model of giving the customer everything they want in an easy, pressure-free, service-rich manner that benefits everyone involved in an honest way.
But they don’t have to be the only ones that can do it.
Many brands are still missing this. A study from Accenture Interactive last year maintained that just 7% of customers say the companies they regularly engage with are delivering digital customer experiences that exceed their expectations. I’ll admit ‘expectations’ is quite a broad term, but even so, 7% is a hardly a score that impresses.
Time and money
Despite a clear need, CX is often overlooked as a priority. And the usual reason is money. No surprises there, perhaps, but let me elaborate.
Something like a website is created and populated based on time and cost. CX is often an afterthought, and as long as the website was delivered on time, on budget, and makes money, it can be deemed a success.
Take a ticket machine, for example; let’s say your train is approaching the platform and you’re still battling the utterly illogical process of buying a ticket – someone, somewhere, designed that machine, got paid for it, and was given a pat on the back for a job well done. However, these machines routinely leave the customer fuming and frustrated. And possibly late. That’s a successful system – you still end up giving it your money, after all – that nevertheless has bad CX.
In the case of the ticket machine, there’s not much competition. The customer has to buy a ticket and it has to be from that machine, so who cares about CX? And furthermore, why invest Go to the full article.