Customer Experience and Content Marketing: The Winning Combo for Attracting and Retaining Customers

Combining CX and Content Marketing is essential for optimizing the customer experience and driving business growth. Discover how we do it at Raven:

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In order to delve into this path, it's necessary to first understand, from my own experience, what Customer Experience (CX) and Content Marketing are.

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CX is defined as the broadest scope of a customer's experience throughout a journey, which can involve experiencing a complete service or even purchasing a product from scratch. In both cases, there are different touchpoints with varying characteristics and stakeholders involved. However, they all share the same goal: delivering an experience with attributes aimed at meeting business goals and customer satisfaction.

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On the other hand, Content Marketing is the strategy that involves creating relevant and valuable content to introduce a product or service, as well as to attract and/or retain new customers. This strategy is present in the direct interactions customers have when learning about or purchasing a product or service. Therefore, content is not limited to text; it also includes graphic and sometimes physical elements. It serves to inform, educate, and entertain potential customers.

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‍‍Analyzing, building, optimizing: How has this worked in practice?

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Today, many companies often work on these two strategies in silos and not unified. Furthermore, marketing departments often have too much data and may not be focused on optimizing the total customer experience effectively. At Raven, we operate a data-driven Growth strategy, focusing on capturing value.

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This is why we emphasize the importance of combining CX with Content Marketing within a Growth strategy for our clients, whether it's about attracting, acquiring, or retaining to capture value. The goal is to adapt to the global customer's needs rather than solely focusing on generating sales from a purely business perspective.

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This should be done by maximizing the existing data collected by Analytics departments in companies, which includes current customer segmentation, demographic data, conversion data, NPS, branding, and more. These data are enablers that allow us to propose solutions at each touchpoint a user has with the product or service. Understanding these data helps us optimize and test the experience to enhance it.

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Finally, this combination allows us to propose solutions more aligned with both specific customer needs and business goals, always with a Customer-Centric Approach.

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Let's get to work: How is it put into practice?

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‍In practice, let's imagine that we have a flow in which the goal is to lead the user to acquire a credit card. The customer has two access points: one that is 100% online and another by phone, combining both online and offline worlds. For both cases, there are different touchpoints:

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Illustrative example, not exhaustive

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For example, let's consider the first one, which we'll call 'attraction.' In this specific scenario, the marketing strategy has data that segment that user and explain why they reach them from the ad. The same team designs the content to align it as closely as possible with their needs and storytelling, and this pattern repeats at each subsequent touchpoint with variations in supporting and collecting data.

On the other hand, at this point, a CX manager must ensure that this relationship is not only appropriate in this contact channel but also in the subsequent ones, that the relationship follows a consistent story that meets the needs of that customer segment they want to attract and can respond to emerging needs. In other words, it must ensure immediate attention, answers to questions, messages in case of any issues, and ensure visual consistency in line with the brand. To achieve this in practice, these activities and objectives should be part of a Growth strategy.

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After this journey of the ideal duo for attracting and retaining, I share some MUSTs for aligning your CX strategy with Marketing:

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• A marketing flow should not be separate from the perspective of a team or individual responsible for Customer Experience; this helps break down silos.

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• Dive into the data generated at each touchpoint with the user to propose more focused optimizations, what we call Data-Driven Design.

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• The experience should not only respond to sales but also to the user's needs regarding the sale, the support they need, and the options that best suit their needs.

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•   The experience must be consistent, and for that, the brand should not lose its way.

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Final reflection: A formula that works

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Working at Raven as a CX consultant in the Growth business vertical, I've experienced how these strategy and practice crossovers are essential for the growth of a product or service. Metrics are necessary to address and test these challenges with the value propositions our clients have in mind.

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We always strive to incorporate this practice not only into the Growth strategy we build with our clients but also hand in hand with a Content Factory that allows us to execute all the content and address the complete design of that experience. This makes us a partner for the complete strategy for acceleration and value capture sought by major brands.

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This is just a glimpse of what we do at Raven to take our clients' businesses to the next level. Do you want to achieve this too? Let's talk and build your next strategy together.You can reach out to Philippe Duclos, CMO of Raven, or leave your details on our website, and we will be happy to assist you.