Category Archives: Content Strategy

Report: Customer Experience to Business Strategy

Interesting new report by Altimeter group on Customer Experience.

I’ve extracted a finding which is super relevant to any business:

“When it comes to experience, customers want relevance and speed, not delight.” The most important elements of an ideal customer experience are fast responses to questions/complaints and the ability to find information quickly.

The 2nd part highlighted here “fast responses to questions/complaints and the ability to find information quickly.” seems so logical. However, so many companies make it so difficult.

My reason for writing this post, here it is…

Firstly the report is interesting, do read it.

Second, this gives insight into a stream of content which you need to create for your customers. They want “the ability to find information quickly

How are you making it easy for them? (My reason for this post, something we all need to think about)

The traditional way was to create a FAQ…

However, most FAQ’s though necessary are just plain boring to read, so people made multiple formats. Infographics, Animatied Gif’s  or How to Videos, or doing FB Live sessions etc.

That seemed to work, however, as the volume of information increases Searching for that information and making it available even more quickly becomes key.

Sometimes the simplest, is making available a person who maintains the customer relationship and become the source of all answers.

That person is responsible for going through the myriad layers of information within the organization and finding that information.

Othertimes, it might mean enabling the customer via technology to serve themselves, by providing them the ability to search for the information required on your portal.

Another, extremely powerful way is to enable customers to become the source of information (Brand Advocates).

All of the above could be ways in which you enable “fast responses to questions/complaints and the ability to find information quickly.

What’s worked for you? Do share below.

Below is Altimeter’s 4 steps to build a next generation experience strategy.

BUILD A NEXT GENERATION EXPERIENCE STRATEGY WITH FOUR KEY STEPS

 

Key Elements for Building a Content Strategy

Creating a Content Strategy can be confusing. People often get confused between Content Strategy V/S Content Marketing

Altimeter Group’s recent Research report on “Key Elements for Building a Content Strategy” is an interesting read. However, I felt that a little more detailing would help.

I’ve created a graphic below to explain the key elements in more detail.

Creating a Content Strategy requires 4 elements

  1. Content Vision
  2. Content Strategy
  3. Content Development
  4. Content Marketing

Key Elements for Building a Content Strategy

Failing at Social Business? This could be why

Top 3 Social Media Mistakes

Mistake #1: Content Creation

Yes I know it sounds strange. However, it is so easy to create content on social media that people just dive in and create lots of content. They have a content calendar and various kinds of content, but sadly no ROI.

Mistake #2: Confusing Content Strategy with Content Marketing

Content Strategy vs Content Marketing

Strategy is about figuring out what to do, rather than the act of doing(creating) which is distinctly different from the act of marketing the content you have created.

Mistake #3: Social Media Measurement i.e. Measuring the wrong things v/s Key Performance Indicators

We get excited looking at the number of comments, on a post, excited about engagement and even driving engagement at the cost of achieving business objectives. This happens because one mixes up Social media metrics and business metrics (KPI).

Succeeding at Social Media: The three key elements

The first element in a winning Social, Digital marketing strategy is defining the business objectives.

The second element is to know how to create the right strategy to meet those business objectives

  • Who are you targeting?
  • Start with the end in mind.

The third element is monitoring KPIs(Key Performance Indicators) to know that you’re on track to achieve the business objectives.

After the above 3 things elements are figured out, you then go about the actual job of doing/creating – content, defining campaigns, engagement strategy, influencer, advocate, community engagement etc.

Wanna Succeed at the Above? Get the Report on Succeeding at Social Business