Summary: Content marketing and customer experience are connected, and a well-integrated strategy is key to success. In order to track results and improve your content marketing strategy, you should consider using paid search, SEO, and social media tactics.
Content marketing (sometimes called content creation) is the process of creating, producing, and distributing narratives and information that promote products or services. This can include writing, editing, design, and multimedia. It can also include conducting customer experience research and testing promotional campaigns. These activities can be carried out on behalf of a number of different companies, but they all have one thing in common: they help to drive demand for a specific product or service.
In this blog post, we'll explore the connections between content marketing and customer experience and offer some suggestions for how you can take your content marketing strategies even further. So sit back, relax, and enjoy!
Defining Your Content Marketing Strategy
The first step in understanding the connections between content marketing and customer experience is to define your content marketing strategy. Defining your strategy should be a personal decision made by you, your team, and your customers. Chose a strategy that meets the following criteria:
1. It should be relevant to the market that you're targeting. In other words, your content marketing strategy should be designed to attract customers who are currently interested in your product or service. For example, if you sell high-quality clothing, you'd want to target customers who are interested in buying nice-looking business wear.
2. It should be designed to convert customers into customers. This is the defining purpose of your content marketing strategy. If your strategy is designed to attract customers who are currently interested in your product or service, then it should be designed to convert current customers into future customers.
3. It should be well-integrated with other parts of your marketing campaign. For example, if you're selling business wear, you might want to include advertising in trade publications and on billboards. Your content marketing strategy should also be integrated with other parts of your marketing campaign so that it doesn't feel disconnected from your overall marketing efforts.
Choosing the Right Content for Your Customers
Your content marketing strategy is only as good as the content that you produce to support it. Make sure that your newspaper ads have accurate copy and that your marketing materials are interesting and useful for your customers. You can also try creating content specifically for your customers via email or in-store promotion.
Marketing the Right Content to Your Customers
Of course, only the best content will help you create loyal customers. To market your content effectively, consider using paid search campaigns, SEO (search engine optimization), and social media tactics. Paid search campaigns are commonly used to market blog posts and other content that is relevant to a specific person or audience. SEO tactics include: correctly naming URLs (base words), properly tagging images (tagging them with keywords), and appropriately categorizing content (using categories). Social media tactics include posting on Facebook, Twitter, and other social media platforms, as well as using BuzzSumo or Buzzstreamr to monitor mentions of your content.
Conducting Content Marketing and Customer Experience
Now that you know what content marketing and customer experience are connected, it's time to put all of your knowledge into action! Conducting content marketing and customer experience is all about tracking results. Track customer lifetime value (CLV) rates, number of conversions, and so on to find out what works best for you. Take note of the best performing campaigns so that you can use those tactics moving forward!
The connections between content marketing and customer experience are clear: content creation (content marketing) includes customer experience research and testing promotional campaigns. So let's take action by undertaking some customer experience research now!