14 Places Where Your Content Impacts Your Customer’s Experience

We all know by now that creating content is one of your critical roles as a marketer or coach. It’s an important touch point between your business and your customers, demonstrating your credibility and providing prospects with the information they need.

But did you know that…

The content you create is an integral part of your customer’s experience with your business, at every single step of their journey with you.  From initial awareness of who you are, through to the ongoing relationship you develop, you need to be clear about where and how your content should impact your customer.

As a starting point, we’ve put together a list of 14 places, or ‘touch points’ where your content can have a big impact on creating an ideal customer experience that builds lifelong customers.

Some of these may seem obvious since they’re commonly talked about in the same sentence as content marketing.

But there are others which you might not have considered.

As you read through, think about which ones you can focus on improving for a better customer experience:

1. Website Content

   The content on your website needs to convey your core values and unique value, as well as offer detailed information about your services and where people can get help.

2. Blog

   Your blog is a good place to share interesting and helpful content. It will likely be one of the first touch points you have with your customers. It’s also a place that visitors will come back to again and again if they find valuable information.

3. Social Media Posts

   Make sure your social media posts are “on-brand” and are worded in a friendly, helpful way. Your goal is to engage your audience and get to know them. Avoid promotional content here.

4. Social Media Comments

   The comments you leave on others' posts is content too. This is where you communicate directly with your audience, and it’s another opportunity to offer helpful information and advice.

5. Advertisements

   Really? Ads are content? You betcha. The content you put in your ads are another place where customers may likely have their first contact with your company. And in some places, like Facebook, you have a lot of leeway for adding content (particularly in newsfeed ads).

6. Videos

   Any videos you create give you a great opportunity to communicate your values and build a following. They can also be used in pretty much any part of the customer experience. Videos about your company can build awareness. Videos about products can educate in both pre-sale and post-sale experiences. Video from webinar recordings can provide reassurance of your expertise. The options are endless.

7. Online Forums

   Paid membership groups, social media groups, community forums, and any other groups that allow interaction and commenting provide a great place to post content that shows off your expertise to potential customers.

8. Review Site Listings

   Make sure your business is listed on review sites and check them sometimes to see what people are saying about you. The responses you make to people's comments are just another form of content that gets out there on the web, building an indirect experience with your customers and prospects.

9. Email Newsletters

   An email newsletter offers a great way for you to create a relationship with your customers through the content you share in those emails. Don’t miss out on this opportunity since it’s one of the easiest ways to stay in touch with customers and even learn how they’re ‘experiencing’ your business.

10. Opt-in Giveaways

    Opt-in giveaways and lead magnets for your email sign-up page, as well as other freebie content, can give prospects a first taste of what you have to offer. Make it irresistible and make it valuable!

11. In-Store Content

    So, what about offline content? Well, what you offer customers in a store or office is another form of content. Create in-store informational content like pamphlets, brochures and flyers with valuable information. And don’t forget to keep consistent branding with all your online content.

12. In-Store Signage

    Just like with online ads, in-store signs can play a major role in shaping the customer experience. The wording you use, the images you use, and especially the information you provide on a sign impacts what your customer feels or thinks when they read it.

13. Press Releases

    Press releases inform the public about what's new with your company. That’s content that both prospective and existing customers may be reading. Make sure you're using these opportunities to build excitement, interest, and curiosity.

14. Seminars and Presentations

    Last, but not least, in this list are seminars and presentations (online or offline). Whether you’re the host or the presenter, these are places that are ripe for relationship-building. Build interaction opportunities into content here and your customers will experience the personal relationship that should be your ultimate goal.

Remember, you don’t have to create something new for each content touch point.

Repurpose a press release to show up on your blog. Record a presentation and post it to YouTube. Make offline content available as online downloads. Use your email newsletters as a way to share key information from blog posts, and then send those readers to your blog. Etc, etc.

You're creating a business known for world-class content and a customer experience that shines through every step of the journey.

Would you like to have a downloadable pdf version of the content in this post?

It's an infographic that summarizes the 14 places, and which you can use as your cheat sheet.  Just click on the box below to get the pdf sent to your inbox.

Want to learn more and teach others how to create the ideal customer experience?

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All you have to do is customize it to your market and add your own language and additional insights.

Let me know if you have any questions