In this episode, Mitchell Levy and his co-host, Scott Abel , the Content Wrangler (http://www.contentwrangler.com), engage in an interesting conversation with Dr. Andrew Brendenkamp, president and CEO at Acrolinx (http://www.acrolinx.com), about driving customer experience by using content. Andrew explains that when we say, “everyone works for marketing,” it means that everyone contributes to the work that marketing is typically responsible for, which is to project the brand and develop relationships with people. Anyone in the organization can do this, as everyone can now generate the types of messages that make the customer happy. The goal is to effectively communicate the personality of the brand in a way that differentiates it from the competition. The key is to have everyone, across divisions and departments, communicate in a single voice, making sure the content does not leave consumers confused. For example, post-sale content should reflect the brand, even as it shares technical content. Scott notes that even Google now gives higher value to post-sale content than to other content. Companies should realize that content is a great business asset and consumers today make their buying decision often as a result of the content they read.
Employees are able to provide value by generating content using their personal brand that resonates with the customer. In this case, it is important for companies to train them in generating the right level of content that reflects the personality of the brand. Mitchell emphasizes that it’s not just content you generate that the customer finds, it’s mainly what your advocates generate online. Your content needs to form a human engagement point of view. Speak the customer’s language; use their jargon. Think of your content as your aggregated “Yelp”score.
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Here are a couple of aha moments from the episode. See more in the “Aha Moments from Thought Leader Life”eBooks available in the social media-enabled eBook platform, Aha Amplifier: http://AhaAmplifier.com/.
• Embrace diversity & the fact that you need many voices out there to engage your customers successfully. @scottabel #TLL
• How best can you own good customer reviews? You give a good customer experience! @happyabout #TLL
• People who are not yet customers use your content, and it drives them forward in the process. @Abredenkamp #TLL
• Make your content global-ready. @Abredenkamp #TLL