Small But Powerful Ways Your Content Can Impact the Customer Journey

By Taryn Anderson Jun 5, 2019

The customer journey begins with content.

The customer journey can be defined as all the experiences customers navigate when encountering and even interacting with your brand or company. The transaction is a crucial part of this experience, but it is important to recognize that the customer journey involves more than just the final purchase. It includes initial brand contact, customer engagement and potentially even brand loyalty.

You want to be familiar with the customer journey, because it allows you to see how customers move through the sales funnel. Even further, knowing that this journey is more full than you may have realized will allow you to see what opportunities exist that can lead to a more enhanced and enjoyable experience for your customers.

There are a number of ways you can use content to not only expand current customer relationships but to deepen customer loyalty as well. 

 
For example, you can strategically post content on social media. When you post about current and relevant issues that potential customers may be dealing with, these posts will be valuable for readers who need to solve a challenge and will consider doing so with your product or service.

Don’t forget to be consistent in your posting — 75% of consumers expect a consistent experience wherever they engage, whether it be on websites, social media or mobile platforms. Content can feed each of these channels and create a cohesive omni-channel experience. 


If you have a newsletter, you can use collected email addresses to send bits of content on a consistent basis to your subscribers. These emails can link to valuable videos or step-by-step guides that will assist consumers with obstacles they may face. Your goal is to get the right information in front of your customers at the right time — when you do this, customers will gladly engage with your brand because they will see you as trustworthy and highly knowledgeable.

If you want to drive more engagement and improve conversion rates, create an impactful customer experience with content. After all — content strength accounts for 71% of how a brand performs, determining how “meaningful” your brand’s service or product truly is!
 
Want to learn more about how you can use content to improve the customer journey? Contact us to get started.

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