Evaluate Your Content Strategy and Drive Customer Engagement in 2019
Five tips for managing a content strategy review
Your content strategy is a consistent work in progress, and should be adjusted based on outcomes, marketing strategy, and business goals. If it’s been a while since you updated your strategy, a new year is a good time to do so. Not only does a strong content strategy drive marketing activities, it also drives improved results in customer engagement and customer experience.
In a recent Forbes article about customer experience trends, Blake Morgan said, “Today, companies are thinking about customer experience in everything they do, from hiring and leadership development to marketing, supply chain, logistics, IT infrastructure, product design and continuous improvement for the entire business.”
Excellent customer care is a company-wide imperative, not a task reserved for a small group of customer service agents. If all teams, from engineering to marketing, are operating through a filter of customer care, then everything within the company will be done with the customer in mind.
When marketing and content strategies are built with customers in mind, you automatically increase the likelihood of creating something that drives customer engagement because you’re writing for the right audience and serving it to them at the right time and on the right channels.
Here are five tips for managing a content strategy review:
1. Pull data from the channels in which you actively publish content, and organize it into a format that’s understandable and meaningful.
Knowing that a Facebook ad had 150 engagements (100 clicks and 50 likes) is nice. Knowing that you had a CPC of $0.20 and a 2% conversion rate provides more meaning. You can now calculate your cost of acquisition (in this case, it’s $10 = .20 per click * 100 clicks / 2 conversions).
2. Determine which metrics tell the most complete story about customer engagement.
Customer engagement is more than engagement on a social media post. Some key metrics for customer engagement include Net Promoter Score (NPS), contact volume by channel, and website session time. Avoid data overwhelm by selecting a few important metrics to focus on.
These relate to your content strategy because part of that strategy should include resources, FAQs, a knowledge base, or self-help content on the website — the content that allows customers to resolve their issue, either on their own or through self-guided help tools.
3. Use the data to tell a story about each channel’s strengths and weaknesses.
Oftentimes, measuring metrics from one channel to another is like comparing apples to oranges. Instead of trying to discern what metric on Instagram is equivalent to what metric on Pinterest, use the data to tell a story about that individual channel.
You could spend a lot of time determining whether your MySpace page or Friendster page were more effective, but if you don’t evaluate each one on its own you may not realize that both are outdated and non-essential to your customer base.
4. Evaluate your customer personas and anticipated customer journey.
Before you craft a content plan around specific customer personas, evaluate them to ensure they’re still in alignment with your ideal customer. This may require customer research or target market evaluation, but will ultimately ensure you’re writing content with the right people in mind.
Do the same for the customer journey. How do you think customers find you, evaluate their options, and make a buying decision? Is this still the case? Does your expectation need to shift to include new technology, new marketing initiatives, or new competitors?
5. Remember: There is more to content than written words.
Your brand’s content strategy should include photos and videos, too. Include them in your review to ensure they’re on brand, meaningful, and adding value to your customers.
Utilize these tools to evaluate your current content strategy and determine what to keep, start or stop doing. By keeping your customers front-of-mind, you can build a stellar marketing and content strategy that will drive customer engagement and help you reach your business goals in 2019.