Content such as blogs, case studies, use cases, whitepapers, and other forms of authoritative and educational content are great for helping those in our audience who are at different stages in the buyer’s journey. This type of content is not only helpful for marketing purposes but can also complement your customer success strategy.
Let’s dive into some simple and effective ways we can leverage content for our customer success efforts.
Pay Special Attention to Your Use Cases
Use cases about the various features of your products aren’t only helpful for potential customers; they can also help your current customers. We always have to think about marketing and lead generation, but brands that do this really well understand that the customer journey also includes nurturing your current clients. Client retention and providing a good experience to your customers are things that should always be top of mind.
How can we improve use cases to complement our retention efforts?
- Don’t wait for many people to ask the same question. If someone is asking, others likely have the same question. Use this to update some relevant use cases or create new ones.
- Remember to keep the language simple. Clear, direct, and helpful instructions are the way to go.
- Regularly collaborate with your customer success team to proactively identify the needs of current customers and improve your use cases.
- Think about delivering this information in different formats.
Be Proactive With Your Educational Content
To follow our previous point, combine a proactive approach and data from your customer success team to plan new educational content on an ongoing basis. You can do this through feedback loops and feature customer success stories in your blog content.
Sharing stories from your community is a great way to help both potential and current customers discover new ways to use your products and potentially relate to the experiences shared in these stories.
Create a Content-Driven Onboarding Strategy
Set your customers up for success by creating a winning onboarding package. This package should include everything there is to know about your product or services.
Things to include in your onboarding package include:
- A series of blogs were created specifically for your new customers’ onboarding process.
- Content gives clear instructions on how to troubleshoot your product.
- Clear instructions on how to get in touch with your customer success team.
- Access to a resource hub. This could also be where you house blogs that you create specifically for the onboarding process.
Overall, blogging, video content, and use cases are incredible content formats to help you refine your customer onboarding process and contribute to your retention efforts.
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