Updated: Sep 14, 2020
Is content king or a pain? Perhaps both, but we can help ease the pain. We understand that it can be difficult to connect customers to content. Let’s take the example of a blog post like the one you’re reading. Getting a post published on a corporate blog is usually easy enough. After this post is live, customers need to search or browse your site to find this content. You can also use social media or paid advertising to drive customers to content. That works to a point. But social media promotion has uncertain benefits and paid promotion gets expensive at scale, which can drag down returns.
So, what’s the answer? Here’s how you deliver the right content to the right customer at the right time without draining your ad budget:
1. Create the content customers want
Look for ways to turn product know-how into useful content. Salesforce’s research team has found that how-to content engages far more people than product-heavy content. A how-to post like this one is a good B2B example. The approach translates to B2C, too. Let’s say you sell outdoor equipment. A post about how to choose the correct size helmet for children will engage customers more deeply than a list of this year’s coolest helmets for kids. Plus, you can include images and links to helmets in the sizing post. Brainstorm content ideas by asking yourself what different customer audiences want to learn.
2. Use CRM data to deliver personalized content
Having content that customers want is just the beginning. Tap into your CRM data to personalize content distribution. Since you can target audiences with specific content using CRM data, people who’ve recently purchased snow gear for kids see the ski helmet post right on the homepage. When the wealth of your CRM data guides distribution, customers will be able to find content that’s likely to interest them without searching.
3. Extend content across every touchpoint
Too often content gets consumed on only one or two digital touchpoints. You’ll get maximum value from your content when it’s connected to the entire customer journey. The same blog post that customers see while shopping on the web should be as easy to find within your service portal, customer forum, or mobile app.
Seeing fast returns on creating the content customers want is as simple and difficult (many simple tasks are difficult too) as putting customer interests first. There is no need to involve IT. Taking advantage of CRM data and extending content across touchpoints might seem like a heavier lift. But some content management systems make it easy to use content across digital touchpoints, linking them back to CRM. You can take the first step on the path to high returns on content today. Keep your focus on the gains, and know that there are smart ways to avoid the pain, no matter how royal it is.
This blog post is an adaption of an article by Salesforce. To read the original article, click here. https://www.salesforce.com/blog/2019/12/tips-to-maximize-return-on-content.html