Content must be connected to the entire customer journey to derive maximum value.
The author suggests some steps that businesses could take to deliver the right content to the right customers at the right time. Brands must look into their CRM data to personalise content distribution and leverage CRM data distribution to help consumers find interesting content without searching.
To increase value from content, brands must extend content across each touchpoint. The same blog post that customers view while shopping online should be easy to find within the service portal, customer forum or mobile app.
Content management systems (CMS) can make it simple for brands to use content across digital touchpoints and link to CRM. Digital head at companies could refer to brands such as, Fenty Beauty and United Airlines who increase return on experience (ROX) with content.
[3 minute read]