Content’s Role in Influencing the Customer Experience

 In B2B Engagement Marketing, BrightTALK Academy, Content Marketing, Demand Generation, Uncategorized

As more B2B companies evolve, scale, and publish their content marketing, international markets are flooded with noise and thought leadership. According to TrackMaven, companies increased their content output by 78%; however, engagement fell 60%. So what can we do to reverse the decline in engagement?

This month, BrightTALK invited several of the brightest minds across a span of verticals to share their experiences at our annual B2B Content Marketing Summit. One of the topics we focused on was the role of content in influencing the customer journey. Numerous reports and articles have indicated that marketing will have a larger role in shaping most, if not the entire journey.

Creating a stellar customer experience is undeniably critical to marketing’s impact and role within any business. According to Kapost’s latest B2B Customer Experience Report, 63% of top performers are responsible for managing the customer experience.

In order to set up your content marketing for success, Kapost’s Content Marketing Manager, Kelsey Loughman, shared five proven methods to create a consistent customer experience. This post will dive into one of the five sections covered. (Feel free to watch the full presentation here for the in-depth coverage.)

One of the most underleveraged components of creating a seamless buyer’s journey is internal alignment to ensure that the customer has a consistent experience. This extends all the way from the first marketing message, to the initial sales outreach, to the proposal presentation, and finally, all the way through the renewal.

Content is a powerful marketing tool, but it’s nothing without purpose, alignment, and exposure. Lack of internal alignment is detrimental to your efforts — so make sure you don’t skip this method!

There are two key steps in the “Alignment Phase”:

1. Identifying and Outlining Priorities

54% of marketers don’t have a documented content marketing strategy (B2B Content Marketing Spotlight Report)! Even with the amount of data and tools we have at our fingertips, marketers aren’t taking the time to crystalize their priorities, goals, and action plans.

Not only does a documented strategy ease your content execution, but it also keeps you on track of what is necessary and what is a distraction.

Key questions you should be addressing in your documentation:

  • What are your priorities?
  • What are your goals?

Are you part of the majority of marketers who don’t have a documented strategy? Check out these free resources:

2. Externalize Your Plan Across the Business

Break down silos by clearly communicating your strategy, release dates, and goals. This will help your team plan deadlines and highlight gaps or opportunities for a teammate who can promote or leverage your content in their own initiatives.

Most teams have at least two formal communications of their quarterly (or yearly) strategy.

For the marketing team: Strategizes the objectives, goals, promotional tactics, target audience, measurement metrics, deadlines, etc.

For the company: Verbalizes key initiatives, promotion, how to access them, how to use them, etc.

Overall, the customer experience is defined by your processes, content, UX, customer success, and everything in between. Content can drive premier customer experiences — but only if there’s consistency, clarity, and transparency around the goals. Content is an ongoing way to attract, engage, and nurture your customers for continued relations.

View the full presentation on-demand for a comprehensive strategy to align your content to your customer experience below.

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