The increased importance of content in customer journey

Experienced CMOs will point out that organizations both big and small struggled to stay afloat when the pandemic first overturned normal lives. A year later, most of them adopted exceptionally updated measures to ensure survival and thrive. The pandemic has highlighted the importance of content in influencing customer buying decisions. 

While many organizations discovered different methods to change their services, offerings, products, and even business models to adapt to the limited avenues available to their customers. As a result, they have leveraged innovative methods to modify their content and in the avenues used to engage with their customers during the customer journey. Those who adapted to this requirement were the only organizations that managed to not only survive but also thrive in the turbulent times. 

Content has always been considered a king by marketers, but it has been assigned an even more important role in the modern customer journey. Let us learn more. 

In-person meetings and events have been cancelled 

When you take into consideration a high-touch business’s sales and marketing process, the majority of the final decision and consideration stage activities are completed person-to-person between sales and a prospect. This includes product demos, contract negotiations, and presentations are on location, in-person. But in the current scenarios, many leaders are strongly advising against it, and others have completed eliminated the chances of in-person meetings. As leaders, it’s in the best interest of your businesses to quickly adapt to going 100% virtual and online, while maintaining the consistently high-quality service that makes customers buy. 

Even the customer-facing industries have shifted much of the consideration and awareness stages of the customer journey to the online environment, though the final leg of decision making may occur with help of an account manager or salesperson or in-store. Many businesses have observed that new customers were made online and loyalty has increased- this shows the value of relationships over transactions. 

Businesses of all sizes and types have had to find new and creative avenues to continuously engage customers as they reach the point in their journey where they are ready to make decisions, but the sales aren’t available physically to convince and convert. New formats of content are taking the center stage at this juncture. 

In absence of the high-touch activities of high touch sales, organizations have had to become creative. Video tutorials created by product and/or marketing teams have become the preferred methods for product demos. Sales presentations are being conducted on webcasts and video conferencing. Landing pages and micro-sites are being deployed to offer more self-service information education and discovery to happen so that potential customers can make informed decisions without needing the salesperson’s help. 

The above steps come down to building stronger content strategies that take into account all the stages of the customer journey is happening online. When we develop digital methods that replace traditional sales methods, we build more scalable opportunities for engaging customers and prospects in new avenues. 

Content is the best method to be relevant, timely, informative, and relevant 

When you look at it comprehensively, content is the best method to explain to your audience the effectiveness of your services or products and business. The biggest advantage of content and marketing strategy is that the relevant content can be delivered to the right audiences at the right time. In the current scenario, the speed of content delivery is at its highest, and the content subject is constantly changing. In fact, organizations are observing the effects of over-communicating now. 

Agile communication capabilities will be a non-negotiable capability shortly. Marketing leaders will have to develop personalized, timely, and proactive communications that are aligned to employee and customer content(need, location, segment). 

Leaders believe that if organizations continue to push products instead of solutions without modifying content delivery that may fail at appearing helpful, sensitive or relevant to the buyer. During times of uncertainty or crisis, businesses that reassure customers regarding help and support to navigate and adjust to the new normal are the ones that will soar high. Content is the best method to show and tell customers at each step of their customer journey how the business plans to achieve it. 

The importance of content is not a new concept, but the formats of content deployed and how they are leveraged throughout the customer journey is constantly changing. Businesses need to analyze how customers want and need to be engaged boils down to developing new formats of content that explains how we can enable them to succeed in the long run. 

Sr. Content Writer TSL Marketing