Why are so many companies creating content that isn’t customer centric?
What do they mean when they say that content should add value?
How do they want us to give them the best customer experience?
When do we use customer research?
Who are we to know what benefits appeal to the customer?
These are all really important questions and the answers are the difference between company focused content that is unrelatable and content that hits the spot for your customers’ experience.
The customer experience should be the backbone to every piece of delectable content that you produce. This is the cuppa that invites the customer in and then offers them cake. You want your customer to feel welcome and comfortable. You want them to stay for tea and then make arrangements to make it a regular date in the diary.
What you don’t want is an awkward one time pop in visit and you never see them again.
The foundation of your content should always be customer research. Listen and talk to your customers.
Survey them. Poll them. Interview them. Find out what makes them tick, what they’re looking for, what their awareness level is.
Consumer research is brilliant because it gives us the insight we need to work towards a great customer experience. It’s all about identifying customer needs and behaviours.
Knowing where the consumer is on their journey of awareness is like getting up in their brain. You can’t sell a solution to someone who isn’t aware of a problem and you can’t level with someone who is aware, by trying to get them to find a problem.
There are five stages of awareness;
Unaware - Why am I here?
Problem aware - I’m peckish but why am I here?
Solution aware - I need sustenance but why am I here?
Product aware - They have cake, maybe that’s why I’m here
Aware - They have cake. It’s the only cake that will satisfy me. I must have that cake.
It’s a beautifully apt analogy to really grasp what’s going on with the people who are visiting your site.
This is where content goes wrong because it aims for one section of awareness without considering possible cross winds or weather conditions or distractions. It just aims and fires.
Telling people about your company is really important, but when you’ve got product aware and aware users checking you out, they already know who you are and you’re wasting your time telling them again. Focus on the benefits.
Tell the user what your product does for them. How it makes their life better, easier, shinier, happier or more memorable.
Yes your product is freaking cool. You’re really amped up about it and that is so awesome but people want to know what your product will do for them more than they want to know about your product.
Instead of saying “This chocolate cake is indulgent and rich” you should say “This chocolate cake will make you feel like a champion”.
Features play a role, but that comes later when the technical stuff comes into play. The benefits are what secure the consumers’ interest and get them lapping up what you’re putting down.
Tell the people how your product will make them a better version of themselves. That’s what they want to consume, not a piece of content focused on company drivel. They want to be the focus with content that highlights the benefits for them.
If you’re not sure how to quite nail this, test, learn and then improve customer experience.
What it boils down to…
The long and short of it is that people like to engage with content and they engage better when what they are consuming is benefit driven for them.
Shouting about a load of product benefits is not the same thing as highlighting how the product is beneficial for them.
Create content that is intentional, has a purpose and adds value to your consumers. Whatever is going on in your head isn’t important, you want to join the conversation in their head.
There are countless formulas out there that you could use that really work but it really comes down to these core points;
Get to know your customer (invite them in, pop the kettle on)
Identify their pain points (make a pot of tea, get to know each other better)
Highlight the benefits for them (offer them cake)
If you need some sprinkles added to the cake you're offering your customers, we can help build your customer journey, do extensive customer research and build the content plan of champions.
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