Content Intelligence Blog

4 min read

Build brand loyalty with a data-driven content strategy

Feb 26, 2019 10:33:51 AM

Are you really giving customers what they want?

Now, more than ever, even your most loyal customers say they are willing to switch to another brand — especially since technology is making it even easier for them to do so.

Here are a few reasons why customers may leave your brand for another:

  • 66% of customers say they’re likely to switch brands if they feel treated like a number.
  • 81% of customers want brands to understand them better — knowing when and when not to approach them.
  • Customers are 52% more likely to switch brands if communications lack personalization.
  • 33% will leave your brand after just one instance of bad customer service.
  • Customers want you to build experiences that allow them to define their own journey.

While those numbers highlight just how challenging it is to build customer loyalty, that doesn’t mean you can’t retain customers for the long term. It just may require more (and different) work than it did just five to 10 years ago.

With a strategically designed content strategy, one that is built on data insights, it’s possible to understand what your customers really want from your brand. And by incorporating those insights into your content strategy, you can generate brand loyalists; customers who will find it difficult to abandon your brand.

With a strategically designed content strategy, one that is built on data insights, it’s possible to understand what your customers really want from your brand.

Here are just a few ways to create a content strategy that can help build brand loyalty with your customers:

Understand customers’ perception of your brand. Nothing about your brand matters as much as your customers’ perceptions.

Major brands have toppled because they failed to stay in tune with customer needs, desires and perceptions of their brand.

For example, although it was a Kodak engineer that invented the first digital camera, the company failed to understand customers’ eagerness for the technology. They didn’t recognize what their customers actually wanted. Instead Kodak focused on protecting its film business, a decision that caused its downfall.

Retailer Abercrombie & Fitch also failed to understand its customers until recently. Sales took a nosedive when its CEO Mike Jeffries stated, “...we want to market to cool, good-looking people. We don’t market to anyone other than that.

In support of the CEO’s statement, an A&F district manager, said, “We would rather burn clothes than give them to poor people.

A&F’s target customers hit back with boycotts. In the wake of backlash, the company launched a rebranding campaign that included a model hiring policy no longer based on “body type or physical attractiveness. As a result of the changes, the retailer was finally able to reverse a pattern of declining sales in 2018.

Today, with advanced marketing technologies like content intelligence, there’s no reason to fail at the job of understanding your customers. They provide deeper data insights to help you understand what your prospects want from your brand — from initial encounters during the beginning stages of the buyer journey to customer support and service after the purchase.

The right data analysis can fuel a more strategic content strategy, including more relevant content production and promotion, and a more customer-focused brand experience.

The right data analysis can fuel a more strategic content strategy, including more relevant content production and promotion, and a more customer-focused brand experience.

Build internal alignment. With a more concise, data-driven content marketing brief about what your customers want, every person on your team can strategically align behind the same goals … goals that are focused on what the customer wants and needs.

A data-driven brief also can lead to more comprehensive personas, the key to helping creatives visualize and understand target audiences when developing content. Use these personas to shed insight into what each one wants at different stages of the customer journey.

When everyone has the same insights about the customer, you’re able to deliver a more consistent brand experience — from marketing and sales to customer service and support.

Create relevant customer experiences. With accurate customer data insights, your marketing team has the ability to stay laser-focused on the right content themes, the right content formats, channels and promotions — all based on your customers’ preferences.

Content intelligence can identify opportunities to strengthen content performance, giving recommendations on how to improve content so that it delivers on customer expectations.

With more specific direction, marketing teams also will be able to better deliver on personalized brand experiences for customers — giving them what is most relevant at different stages of the buyer journey. And a personalized experience can help your company gain customer loyalty.

Give a voice to your brand. Customers are interested in whether your brand is authentic, transparent and committed to making the world a better place somehow.

When developing a content strategy, look for ways that you can better relate to the customer — based on the data insights you’ve been gaining about them.

Take a look at social issues that matter to them, for example. According to the 2018 Cone/Porter Novelli Purpose Study, 71% of Americans said they expect companies to connect with them emotionally on issues that personally matter to them.

Also, integrate stories about your customers into your content, to highlight the relationships you have with them — another effective way to humanize your brand.

Building brand loyalty

With martech tools like content intelligence powering your content strategy, providing key insights and direction about your customers, your marketing team can invest more time in the emotional, creative and strategic aspects of engaging with your customers.

Learn more about how content intelligence can help your company give customers more of what they want. Talk to us about a demo with your brand in mind.

Patti Doyle
Written by Patti Doyle

Chief Customer Officer, Vennli

Patti is all about using content to connect with customers to drive marketing ROI. She is laser-focused on driving Vennli's customer experience and making sure that customers are delighted across the entire customer journey. (She is also passionate about super heroes and crossword puzzles.) Patti’s background is a blend of B2C, B2B, marketing, and general management, which helps her drive relevance with Vennli's customers. Patti received her MBA from Northwestern University where she specialized in combined finance and marketing. Her BS in Mathematics is from the University of Notre Dame. During her career, she has worked at Kraft Foods (Mondelez), PepsiCo, InnerWorkings and various private-equity back organizations.

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