Inspiring content experience …

Creating a healthy customer experience is a great way for your potential customers to get to know you and a great way for your existing customers to receive updates. It is also a great way for your brand to reach customers.

In fact, the benefits of offering customised content creation are a great tool for:

• Identifying customers.
• Classifying your customers.
• Collecting leads and driving sales.
• Building a relationship with your customers.

• Developing your brand as an authority.
• Building trust between your brand and customers.
• Increasing the perceived value of your brand.
• Gaining customer loyalty.

Content will help customers with a direct call to action (CTA) that either directs users to read another blog, click on a video link or sign up to an event. The goal with a content-based approach is to increase the points of contact with the brand. For example, customers may land on the video "How to reach the Spiti Valley" and may be redirected at the end of the post to a mini workshop on the topic or an eBook in detailed.

Depending on the context, content may or may not be art. It may or may not be a commodity. But it most definitely is a tool and should be thought of that way. In every context content is a value creation tool.

Creating a context specific content is both simple and complex. Literally, it’s the words, pictures, videos or sounds that customer experiences when they come to your platform. The harder one doesn’t so much describe content, but the opportunity it affords, which is a more difficult to speak to so succinctly, but necessary to cover. The content opportunity for marketers begins at a very important intersection where a person’s desire for specific knowledge, insight and experiences meets a brand’s ability to serve them up.

When the content is rendered through expertise, voice, format, function and genuine authority, all of which make content valuable. You have probably heard brands, agencies and media companies talk about content and noticed some differences between those who create it and those who procure it. The former views content as art. The latter as a commodity. The former believes they are creating something of lasting aesthetic value. The latter believes they are buying words in bulk, much the same way that a company buys paperclips. Both points of view are sort of right, and sort of wrong. More to the point, they’re both missing the point.

Digital content can be art or commodity, but it’s better thought of as a tool to create value. And this tool’s primary purpose is to create value for the consumer and the brand through a conversion of some sort, be that from uninterested to interested, from unregistered to registered, from no purchase to purchase, from difficulties to challenge. As such, with the right approach regarding performance, the digital content tool can, like most tools, be calibrated, refined and optimized to create more value for both the consumer and the brand – in a context.

• We use your understanding of customer pain points, concerns, interests and curiosities to guide you to create value.
• We look for potential intersections and seek to provide customers a value beyond product offering.
• We learn from customer choices what content is most valuable and optimize toward creating yet more value, time over time.
• We turn that intersection of customer needs and your offering into a virtuous, harmonious circle of mutual appreciation.
• We set the terms of value without falling subject to those dictated by publishers and media networks with different measurements of success.
• We focus on creating a unique experience for the user, not on replicating (poorly done) ones the customer can get elsewhere.
• We remember that content creation and evaluation is a process that can always be improved.
• We target consistency, and don’t get side tracked by virality.

• If you are not sure of your content.
• If you are not sure of aligning your content with the media channel.
• If you are unsure of text copy, words, colours, images, visuals etc…
• If customers aren’t inspired and engaged by your content.
• If your conversion rate is very low.
• If you want to activate customer choice.
• If you do not know how to relate quality and quantity when it comes to content and this relationship may serve as a guiding principle when establishing your content model.
• If you would like to have value proposition for your content model.
• If you want to develop strong audiences and deep engagement by focusing on one above the other, though ignoring either one is problematic.
• If you are afraid to start small.
• If you do not know how to produce as much content every day as it demands, while maintaining high standards of quality and consistency.
• If you want to grow from engagement over traffic volume.
• If you want to make your brand content more valuable to the audience and the audience engagement becomes more valuable to the brand.