Understand buyer context. What do they need today? On Peugeot New RCZ website visitors can “Feel”, “Watch, or “Extend the Experience”. Close up visuals and accompanying text allows the visitors to feel themselves in control, inside the car interior. They can watch the car in motion through video and learn more about features. Using a configurator they can personalize the experience. This content covers multiple needs.
But let’s start with the most basic need – safety. Is the product safe? Is the company stable? There are regulations on some products but showing what you do to ensure safe use, production, and transportation can soothe concerns. Dow Chemical devotes a page on their website to explain their product safety policy. Another aspect of safety involves a company’s ability to manage a crisis and emergencies.
Companies that recognize achievement of employees and customers can regularly highlight this need for acknowledgement through case studies, testimonials and social media. Share good news in a humble way. Don’t brag. Acknowledge the contribution and how it benefits the company, customer, market, or environment.
Moving people from entrenched positions takes cooperation. Be willing to convey your point of view on controversial issues and recognize the chain of cooperative effort from all involved. We don’t see this often in company content so when we do, it is powerful. This open letter from Howard Schultz, CEO of Starbucks is a bold example of protecting company values.
Everything doesn’t have to happen NOW. Be patient. Nurture relationships with content that recognizes stages of the buying cycle. Red Bull, producers of the world’s most popular energy drink, uses content to nurture customers wherever they are. On-going content efforts include a full-length feature film, print magazine, mobile games, and coverage of live events on YouTube. Visitors to the website can explore the Red Bull world through adventure, sports and music menu options.
Focus on what’s new. Product innovation requires creative thinking. Products produced by Nest are transforming everyday household hardware into energy efficient sculptured objects. Their content, including a blog and community forum, shows them to be a responsive company that explores new possibilities. They understand what creative people need to succeed.
Fulfillment
Do what you say you will do. Customer experience begins with the first contact. Follow through with website content, email, social media, blog posts and video that are consistent with your brand and the experience customers have come to expect. Personalize correspondence as much as possible.
Good content will keep your customer engaged by fulfilling what they need today.
