Oracle’s “Global Insights on Succeeding in the Customer Experience Era” reports that 93 percent of executives include improving the customer experience as a top three priority. Ninety-one percent of executives claim they want to be a customer experience leader within their industry, yet only 20 percent consider the state of their customer experience initiative to be advanced.
In the customer experience era, as much as 60 percent of the buying process is conducted via customer research prior to the customer ever speaking with a representative from your company. This means that content is now your company’s voice to its customers and plays a significant role in shaping the customer experience. Therefore, developing a sophisticated customer experience initiative must include a content strategy designed to extend and amplify your corporate message and position you as a thought leader in your industry.
Thought leadership content is strategic. In fact, 66 percent of marketers with a documented content strategy believe their content to be highly effective at achieving business goals; only 11 percent of marketers without a content strategy claim similar results. A thought leadership content strategy defines and documents a thought leadership position — a statement architected to include the thought leader’s own-able position as it relates to a specific market trend, topic or vision as well as the impact this position has on the target market. The thought leadership position gives rise to a consistent stream of meaningful and relevant thought leadership content that shapes the customer experience.
If delivering a superior customer experience is at the top of your priority list, make sure your customer experience initiative includes a documented content strategy that extends and amplifies your corporate message.
