A winning combo:
CX and Content
By David Smith
The customer experience, abbreviated as CX, is one of the most important characteristics of your company. In a global business market, businesses can’t get away with having the best selection or prices anymore. It’s far too easy for a competitor to undercut you and take away that advantage. The customer experience is the key battleground for winning new customers and promoting long-term growth for your organization.
What is CX?
CX encompasses every interaction that someone has with your business. These experiences begin long before they become your customer, and they shape their expectations. Every touchpoint gives them the opportunity to form an opinion about your business and whether it suits their needs. They engage with you via social media, your website, and other online and offline channels.
Why CX is important
CX gives you the opportunity to be memorable to consumers. When you stand out from the crowd and offer an experience that your competitors can’t, you position yourself as their go-to option in the market. This differentiation makes a big difference when you’re operating in a crowded industry that has many accessible options. A quality CX brings in customers, keeps them around for repeat sales and leads them to recommend your business to their social circles.
How CX and Content are Connected
Content plays an important role in CX. It supports the progression of the buyer’s journey at every touchpoint. As they move through the marketing and sales funnel, your content removes friction and improves the consumer’s education.
Different types of content are needed at every step of this journey. You can loosely categorize each set as awareness, consideration or decision stages and tailor the marketing collateral accordingly. For example, the first time someone encounters your brand, they may not have any knowledge of the market that you operate in. It’s not time to tell them about your specific products and services. Instead, you introduce them to the information that’s most useful to someone who needs a crash course to learn the basics.
You build knowledge and trust by tying content marketing and CX together. The content positions you as an authority in your market segment and solidifies the value of your products and services. When they’re ready to make a purchase decision, it supports their conversion from prospect to customer. The CX doesn’t end there. You also have to consider what happens during the post-sale period and how you can keep them coming back.
CX-Centric Content Marketing Strategy
Match the customer journey to appropriate content. If you’re not sure where to get started, talk with your customer-facing teams. Sales, marketing, and customer service can provide valuable insights on the questions that they get asked the most, and the type of content that could better prepare a prospect for their decision-making process.
Every business needs to pay close attention to their CX, as it’s the most critical differentiator that they have. When you consider your CX for every touchpoint that a prospect encounters, you can fully support their journey and improve your conversion rates.
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About Valens Point
We help technology services organizations grow by putting into action a marketing system containing the right balance of strategy, technology, process, and expertise that will get results.