3 steps to completing your digital content puzzle


Content strategy and content marketing are critical ingredients to successful digital user experiences across the customer lifecycle. However, they aren’t always treated the same way when it comes to budgets and resources.

“So what?” I hear you ask. When our budgets focus on content marketing, content strategists struggle to create quality content for existing customers in online customer care channels. Poor customer care experiences lead to unhappy customers. Unhappy customers show up as high call volumes, low customer satisfaction scores, and customer churn. And in the long run, this has an impact on revenue.

We’re missing something

In my experience, content marketing just gets more investment than content strategy. We all know that companies must invest in quality information for new customers to stay in business. But this means the information needs of existing customers are often at the bottom of the pile.

Existing customers are missing out

When we don’t invest in the information needs of existing customers, it’s like we’re leaving the plug out of the bath while the new customer tap is running. When we focus on customer acquisition, we struggle to cater to our existing customer’s information needs.

Revenue loss

When customers run into problems with our products and services, or they want to communicate with us, they rely heavily on online customer care channels. If we don’t invest enough in customer care information, we create rubbish online help experiences. Rubbish online help experiences make people unhappy. Every day.

How do I know this? Because I’ve been hired to sort out negative Net Promoter Scores (NPS) on Help and customer care content. NPS so bad it drags the whole website customer satisfaction scores down with it.

So why is this a problem? Because low NPS scores mean a higher propensity to leave. When customers leave, you lose revenue.

3 steps to completing your digital content puzzle

1:  Understand the problem

  • Look at your customer feedback, NPS, call centre reports – whatever you’ve got.

  • See how many unhappy customers you have.

  • Work out how much your customers are worth to you each year (Revenue Per User – RPU).

  • Work out their propensity to leave based on how unhappy they are (for NPS propensity is high if the score is 3 or below).

  • Add it all together, then stand back and look at the potential annual revenue loss.

2: Understand customer information needs

  • Start simple. Get your UX, Marketing, Designers, Content Team, and Technical people in a room.

  • Stick your customer lifecycle and personas on the wall and brainstorm their crucial information needs for each stage.

  • Then compare to what’s live in your online channels and identify the gaps.

  • Create a plan to fill those gaps.

3 Look at the way you invest in content

  • Look at your content budget and the content you create.  Is there an imbalance? Are some content areas getting more love than others?

  • Consider whether you can redistribute resources and budget to these unloved areas.

  • Build a business case and start conversations with the right people in your business about budgets and resources.

Key takeaways:

  • We need to close the digital content gaps for our customers and ensure there is quality content at every stage of the customer lifecycle.

  • Content marketing often receives more investment than content strategy.

  • This investment imbalance is causing gaps in digital content for existing customers. Hardest hit are customer care and self-service content.

  • Poor customer care experiences mean unhappy customers.

  • Unhappy customers are more likely to leave. This impacts on revenue.


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