How Can Content Marketing Become BFF Of Your Customer Support Team?


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How Can Content Marketing Become BFF Of Your Customer Support Team?

In the last decade, a major shift from over-the-phone conversations to digital customer support is seen at the rapid pace. Delivering the unmatched customer experience, when the customers are looking for the company’s assistance, is a must-have for the brands to get ahead of the pack in the niche market. It makes the role of the customer support team pivotal.

Alas! This department of the company is under tremendous pressure of accomplishing the defined goals and helping the customers in every way. Consequently, in the end, the targets and customer experience get impacted. Here, sharpening the staff skills won’t work. Instead, supercharging the team with content marketing can benefit both the company and the customers.

Yes, the content marketing can fill those gaps at every step of the way and make the support team efficient. Take a round-up of how is content marketing a boon for the customer support team:

Truncate the response times

A phone rang up, or when a question pops up in a live chat window, it’s not necessary that service rep has the answer at ready to every question which customers ask. In such situations, “Please hold on! Let me check the solution for you,” is responded to the customers and this answer takes no time in ruffling up the customer’s feather. The situation definitely sounds like at your company, right?

In this digital world, time is a killer for the businesses because the customers expect to get the answer to their query off the bat. This is where creating a valuable knowledge that’s packed with all the common questions asked by the customers would help the customer support team. When the right content is provided, your support team can answer the questions immediately, which in turn, cut the response times by half.

In addition, the FAQs can be uploaded on the website from where the customers can easily access and solve the problem on their own, and consequently, there will be fewer complaints and calls. Also, for every customer query, an article or link can be recommended which resolves the customer concerns in detail, which direct the customers to the right channel and delight them.

Strengthen the customer relationship bond

Customer support plays a crucial role in providing customer service where, in the guise of helping the customers, they can make the customers purchase the company products. But, most of the time, it sounds product pushy, which drive away the customers. Here, the brilliant content can be a game-changer.

The great content always solves the customer’s problems and makes them feel the brand is actually trying to help them in overcoming the challenge they are facing. When customer support team send a steady stream of such content to the customers which is not selling them, while helping them in making the right purchasing decision, the likelihood of winning the customers and nurturing the relationship will be more.

Build relationships by influencing the behavior of the customers rather than sending discounts or promotional offers. Make certain, create the content which doesn’t sell, but makes the customers purchase.

Consistency is ensured

There exists a thin line between the customers and customer support team interaction, which must be respected and treated critically, else crossing the wire will be disastrous and hurt the brand’s image. Maintaining a consistency in communication with customers is all-imperative. But, human err is no exception. In order to avoid the wrong or potentially worst suggestion, counting on the knowledge bank makes sense.

The customer support team when having the approved knowledge base at hand, the staff can answer the queries consistently with a sheer transparency. The added benefit of the content is training the new joiner who will directly face the customers won’t be a painful journey.

Besides, if the companies have the sufficient budget, then they can invest in AI chatbots that respond automatically and the precious time of customer support can be invested bringing and converting the leads.  

Reduces strain

The customer support can be called a one-man-army that can bring leads from top to the bottom of the sales funnel and retain the existing customers. It’s not as easier as said than done. The several follow-ups, consistent communication, and impressive messages are the part and parcel of customer support team works. The hefty sum is spent on the customer support staff by the companies, no matter if they have a dedicated support team, or outsourced to third-party.

When the team is wasting its time on customer inquiries or crafting an email from the scratch, it will be a great loss to the companies, but content marketing to the rescue that mitigates the burden on customer support by helping them to answer the queries easily, swiftly and efficiently.

Increasing sales and loyalty

Now, in the business world, the playfield is changed. At the bare minimum, excellent customer service is all needed to sell the products and services, and build customer loyalty with improved customer experience. The customer support when powered by content marketing, the results are amazing.

According to CMI, “90% of non-media companies create original content, in some shape or form, to attract and retain customers.”

The convincing stat proves that content marketing works as a customer support clone to drive leads and increase conversion rates. The reason being the support team (In direct touch with the customers) better understand and can line up the content marketing, the way customers use the product, which brings the customer success. Going ahead, the content marketing can also be leveraged to remind the customers of the company and their services in a proper format which helps in retaining them and building loyalty. This way content marketing do all the heavy lift for the support team.

When the unique Content Marketing Strategy is tightly integrated into the customer support DNA, it will surely become the BFF of the support team. However, content marketing does not replace the customer support, while lending a hand to the support team with decreased response time, higher consistency, reduced strain, strong customer relationship and uplifted conversion rates. Make the job of customer support easier and let them accomplish their task faster with content marketing.

About the author: Shahid Mansuri Co-founded Peerbits, one of the leading mobile app development USA, in 2011. His visionary leadership and flamboyant management style have yield fruitful results for the company. He believes in sharing his strong knowledge base with leaned concentration on entrepreneurship and business. Being an avid nature lover, he likes to flaunt his pajamas on a beach during the vacations. Follow him on Twitter, LinkedIn, Facebook, Google+ and Instagram.

YOU – The Most Important Ingredient in Your Content Strategy

As I already wrote dozens of times on this blog – content marketing is a long game that cannot really be hacked or automated. Every time you’re producing something for your brand, you have to invest 110% of yourself.

If you want people to convert through your content, you cannot fool around and keep piling up generic texts and posts that don’t offer any real value to your audience.

Nope. It doesn’t really work like that.

There are no cutting corners here.

It doesn’t really matter if you’re creating just another blog post, infographic, or a video for your company – if you don’t really apply yourself, you won’t see any significant results from your content.

Even if it generates a couple of shares and likes, it will still suck, and everybody will know it.

Why? – Well, because your readers will immediately see that there’s no real passion behind your work. They will instantly recognize it as another post whose sole purpose is to fill in an empty space on your site and social media accounts.

This sort of thing could break your brand and drive all your customers away.

That’s why most online companies go out of their way to figure out how to please their readers and serve them with content that’s actually important to everyone who comes into contact with their brand online.

Story Beats Data, Every Single Time

Even though most marketers praise data and call it our lord and savior when it comes to content marketing, the truth is – data means nothing if you don’t know how to leverage it right.

When it comes to creating content that sparks user engagement, a lot of marketers are prone to trying everything and anything before they take the time to deal with their best asset here – themselves.

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It doesn’t really matter how well you understand your niche and market, and how good you’re with turning data into results, you’re the only one that can make some difference here. Everything you are, like, know, and believe in – that’s the only thing that will sell your content.

That’s your honey pot. The only thing that can truly set you apart from your competitors.

How come? – Well, because most people remember stories far better than numbers and stats. And as we all know, the best stories are the ones that come from personal feelings and experiences.

Listing down important information in your messages without a proper flow, tone, persona, or story around it isn’t really content marketing. In order to make the most out of your data, you need to wrap it around a meaningful and engaging story that truly explains the power behind your insights. That’s why I do my best to insert as much of myself as possible in my writing. 

Presentation Is Everything

Through the years, we have seen numerous examples that masterfully showcase just how important storytelling and personalization is to marketing. The way how people will process your information is solely dependent on how you lay it down in front of them.

You need to share a real, living, and breathing face with your readers and offer them a scenario in which they can actually picture themselves if you’re interested in making the most out of your efforts. And what better face to present to them than your own?

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Stories are extremely powerful – they put everything into context and helps us digest certain information on a more personal level. Naked data cannot do that. Stories dig deep into our being and trigger those emotions and memories that inspire us to take certain actions.

But not all stories. What kind of stories help people truly relate with what’s being laid down in front of them? – Those that have real, colorful and likable protagonists.

Putting Your Audience In Your Own Shoes

People best learn by example. That’s a fact. That’s why we need to keep producing all sorts of different case studies that present our targeted audience with real life success scenarios.

Case studies are content marketer’s best friend. When you build something that works, take it apart, and put it back together in front of your audiences eyes – your value and worth instantly becomes undeniable. Nothing really influences your audience to go on and try your service like a detailed record of certain practices and principles used to reach real life goals.

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However, content writers often find themselves in situations where they cannot disclose certain information or company metrics, and yet, their (my) job still demands that they keep up coming up with new material that will continue to grow their brand’s audience, stimulate engagement, and keep those conversions piling up.

Back in the day when I was still new to this content marketing game, this sort of thing often stressed me out. There was a lot of pressure on me to generate some serious results, even though I had basically nothing to work with.

But then I started thinking: What can I do to make my users recognize the value in my products and service? – Paint a picture with me, as a relatable protagonist in it, of course.

The “This Could Be You” Method

In order to go for something, people first need to see themselves in a certain story. They need to feel like your proposal is something that can surely work for them. A well-told story pulls people in and persuades them to go ahead and chase that sweet picture that you painted for them. In order to complete a certain action or pay for a specific product and service, they need to see the future, to even the tiniest of details and feel good about it. The only one who can help them do that is you.

Naturally, you cannot just write shameless suck up content, and expect from your targeted crowd to buy your story just because you’re giving them everything they want to hear. No. You need to humanize your story and show the struggle, as well.

That’s what I do, and so far – it’s been going great for me!

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Even though most of my colleagues don’t really practice this sort of thing in their content, I focus on making my texts sound in my reader’s head like we actually met for a drink, and I opened my heart to him (or her). I share a lot of personal information in my writing and I think this sort of thing really helps my crowd sink into my words.

But, before you start to blab on and on about yourself in your content, you need to know that 90% of your readers don’t really care about you, as a person. Moderation is key here. Your audience only cares about themselves and how to get the most out of a certain deal. That’s it.

Sure, this isn’t something that most of us who work hard on sharing great stories want to hear, but hey – that’s how it is. And it’s ok. It keeps us grounded. Your role here is to serve as an avatar, with real problems, interest, and flaws, to help them connect the dots and see themselves as a person who can replicate your success. Nothing more, and nothing less. That’s why it’s of crucial importance to figure out how to keep your content concise, relevant, and personal and entertaining at the same time.

A little too much of anything can drag you down here. Allow people to meet the man behind the words, but make sure that you don’t turn your company blog into your diary. Stay on track, follow your goals, but remember that people buy stories, not products.

Thank you for taking the time to read this blog post. I hope it helped you breathe some new life into your content. If you have anything to add or ask – feel free to write your thoughts in the comments sections below.

This is where we part ways.
‘Till next time – take care!
Goran @ AltusHost B.V.

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