Customer Experience | Dennis Wakabayashi

In this video, I’m going to show you how to repurpose your content strategy for customer experience.

If you’re struggling with how to get started, don’t worry. I’ve got you covered. I’ll walk you through the steps you need to take to reorganize your content creation into a customer experience strategy that works for everyone in your company.

So, let’s talk about the relationship between customer experience and content. There are three distinct forms of content that contribute to our reputation with customers: content that forms our reputation within the hearts and minds of customers, content designed to reach wider audiences, and content that supports the long-term relationship we want to have with customers.

Think of it like a journey. We use content to move customers from acquisition to customer lifetime value.

Now, before we dive into content creation, I want to share a personal revelation about content. Most of the content we consume on a daily basis doesn’t drive revenue. In fact, almost none of it does. And here’s why: most content on the internet is user-generated content, created by people for people.

That’s why it’s important to focus on professional content creation, specifically the three Es of content creation: educational, entertainment, and engagement.

So, how do we put it all together? Simply focus on educational content at the front-end of your customer journey, use entertainment content to reach wider audiences, and use engagement content to cultivate customer loyalty.

There you have it! With just a few shifts in perspective, you can realign your content strategy and tailor it to support and reinforce your customer journey.

Thanks for watching! If you have any questions, feel free to leave them in the comments below or reach out to me directly.

Next week, we’ll be talking about how to avoid common customer experience pitfalls, so stay tuned!