Why companies need good content marketing
Content marketing has long since ceased to be a short-term rescue operation and is now at the heart of digital transformation. The success of a company stands and falls with it if it wants to be competitive in the future.
Today, nothing works without content marketing: aspects such as an inspiring customer experience (CX), an end-to-end customer journey, and high-quality content should not be underestimated. In order to achieve their greatest goals - increasing sales and improving the customer experience - companies must develop a targeted content strategy and publish excellent content. This is the only way to keep your finger on the pulse and make your customers' hearts beat faster. Why content is at the heart of digital transformation and why companies should publish relevant content is shown by BloomReach (www.bloomreach.com) based on the following findings:
1. good content enables a continuous customer journey
"Content is king" - this credo is still true. This makes it all the more important to prepare and personalize content according to needs. If a customer finds exactly the content he is looking for during his research, he is very likely to stay on the website and take a closer look - his customer experience is simply better. By relying on an appropriate software solution, companies establish integrated cross-channel commerce - without isolated solutions that fragment CX. Content should therefore preferably be centralized in order to share it with further data across all systems and touchpoints.
2. good content can be published across channels
Exciting content is perfect for playing out across different channels. This offers the advantage, for example, that customers can be provided with relevant, personalized, and consistent content in a targeted manner across all channels - from the corporate website to the online store and the app to various social media platforms.
3. good content binds customers in the long term
If a customer finds what he is looking for on a website, he is very likely to return to find out more if necessary. As a result of the growing demands on the customer experience, content has a completely new significance: it is no longer a marketing product that is scattered across digital channels, but often the unique selling point par excellence. Many companies therefore use powerful web content management systems to gain an advantage over the competition.
4. good content meets the growing demands of customers
Customers today are permanently connected - flexible and agile methods are therefore necessary to improve interaction with them while addressing them consistently at every single point of contact. Therefore, companies need to create a unique CX for their customers - also by publishing engaging, personalized and branded content. In addition, consumers expect intuitive search and that the brand is constantly learning as they interact with it. In addition, content must master different channels, platforms and formats. Companies should therefore use intelligent technologies to achieve the best possible results.
Content marketing for an inspiring customer experience
Personalized, high-quality content and a content suite, such as a flexible, self-learning digital experience platform, are the basic requirements for an inspiring customer experience. For more help and tips to get your customers' pulse racing, interested parties can read BloomReach's free whitepaper, "Customer-centric digital transformation," at https://goo.gl/xYLWKA.
To BloomReach: BloomReach, headquartered in Mountain View, California (USA), is the market leader in the field of personalized digital experiences. According to the company, its goal is to offer every user an optimal customer experience and to effectively support users in increasing their conversion rates. Applications for content management, site search, site management, SEO optimization and role-based analyses round off the BloomReach portfolio.
