We’ve spent years saying “Content is King” – I’ve said it myself in several blog articles. When we say that content is king, we mean that good content is what will drive customer engagement, interaction, clicks, visits and sales.
This past week I had the honor to attend South By Southwest (SXSW) Interactive in Austin, TX. It’s a great opportunity to bring together marketers, strategists and technology providers for five days of learning and interacting. I attended several sessions on Content Marketing, Social Media, Big Data and Loyalty. One theme rang true through every session, no matter the subject: Customer Experience is everything.
The big idea behind these sessions at SXSW was that content is no longer king. The customer is king.
Once we all understand this, the rest falls into place. Engaging content is about them – not about you. Social media is for their benefit – not yours. Big data can be used to personalize their experience – not yours. And Loyalty programs are built to reward them for their business – which in turn can help enhance yours. The customer is king.
Example in action:
When crafting social media content, make it about the customer, not about you. Rather than saying “Our special tonight is…,” which is all about you, make it about them instead: “Winter blues got you down? Escape from the snow and think spring with lighter fare,” and accompany the post with a beautiful photo of tonight’s special featuring spring veggies.
Both messages still feature your food, but the second message is about the customer, addressing their obstacles or needs and a resolution. It’s about them.
Long live the king!