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BEST PRACTICES & STRATEGIES

Not only since Corona the customer jour-

ney has become increasingly digital

Nowadays, the first contact with customers is Especially since customer journeys are usually highly
almost always through content. Quite simply dynamic: potential customers sometimes skip steps in
because potential customers in search of a their purchase decisions, go through them twice, or
suitable solution, product or service initially take a step back – and that across different touchpoints
consume a whole range of content anonymously – so it is advisable to deal with the content thematically.
– mostly online. They read website texts, First of all, the topic must be of importance to the cus-
professional articles or social media posts, tomer (relevance) and respond to a current problem
watch videos or use industry portals. Based on (priority) with appropriate proposed solutions (utility). A
the content found, they make an initial judgment company can of course only implement this if it offers
about the respective provider. Therefore, suitable products or services in this area (competence).
companies can only lay the right foundation for a As trivial as it sounds, successful content marketing
successful customer experience with good, clearly starts with the right topic.
memorable content.
Once the topic is ready, it can be viewed from different
Of course, such content must always be linguistically perspectives, linked to specific customer questions, and
correct and understandable because it not only influ- served with appropriate answers – in short, filled with
ences the first impression but ensures whether and content. The more carefully this is done, the more com-
how a potential customer builds a relationship with the prehensive content is created as an almost seamless
brand or the company. This is only possible if it is con- source from which companies can extract a wide range
sidered relevant and useful by the consumer. In addi- of content – prepared for different target groups and
tion to usefulness and relevance, the aspect of emo- channels. As part of such a themed campaign, the con-
tionality shouldn’t be underestimated – even in B2B tent is given an overarching consistency and reliability,
business. It is no longer enough to answer questions which in turn has a positive effect on how content con-
with facts only, rather it is important to go one step fur- sumers perceive its producers – across every phase of
ther in terms of content and to offer more than the cus- the customer journey and every touchpoint. The topic is
tomer expects. Companies should always make sure crucial, and the content opens the door to a successful
that their content is authentic, e.g., only make promises customer experience. ◊
that can be kept.
By Daniela La Marca

December 2021: Customer Journey Analytics 11