As consumers have access to an infinite pool of online content, businesses should create useful content for the entire customer lifecycle.
Both Sirius Decisions and Forrester Research found that more than 80% of the buyer’s journey now happens online through self-service. While creating content, marketers should take a digital-first approach, consider how consumers consume content, and what kind of content resonates most with them.
Digital-first approach can help companies improve brand awareness, enhance lead generation, educate consumers throughout the buying process, maximise online engagement and build long-term customer relationships. Companies should diversify their content channels, as consumers prefer “more asynchronous communications and on-demand learning”.
Businesses should develop better self-service and friction-free online learning. Online networking, community building and communication can help brands establish meaningful customer relationships. Creating asynchronous video can further help marketers create experiences that, according to consumers expectations.
[4 minute read]