How do I improve the customer experience with content marketing?
Content marketing is the marketing technique that ensures that you generate more web traffic with relevant articles and information – the content. Sounds simple, but is quite complicated. If only because content marketing has a wide variety of formats, such as news, video, blogs, articles, white papers, e-books, infographics, case studies, reviews, guides, photos, and much more. The goal of content marketing is twofold. On the one hand, relevant content results in better findability and more traffic. On the other hand, valuable, preferably personalized content contributes greatly to the quality of the customer journey. Your investments in the creation of content usually translate into a higher SEO ranking (Search Engine Optimization† Your site is easier to find for your target group, because Google's indexing looks at combinations of content and context. The more relevant the content is for the entered search term, the higher a webpage will be in the ranking. What is good for the searcher is also good for the search engine.
In short, both search engines and people love relevant content around your company, products or services. The better and more personally you inform prospects and customers about your brand values and services, the greater the chance of trust, successful transactions and follow-up sales. Moreover, good content influences surfing and searching behavior on your website, which can provide valuable information about the preferences of your customers and their buying intentions. If you store this customer data in a Customer Data Platform you build up a unique source of information that helps you to serve leads and customers with personal content and offers, for example by applying filters. In short, creating relevant content always pays off.
Tools
Content marketing starts with a good strategy. To do that, you need content marketers and effective tools. Your most important toolkit is a smart content management system, preferably linked to a Generative AI and measurement tools that record the behavior of your visitors and the performance of your website. With the collected customer information – customer data – build customer profiles, which you use to personalize your website or webshop. Analysis tools and test processes provide insight into the impact of specific content on purchasing intentions and conversion. Continuously optimizing your content always ensures better results.
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