Monday, October 27, 2014

Content is an investment in customer experience

Now and again you run into a quote that ties things together. Some time ago I saw a presentation by Schneider & Nichols on content strategy that included the following quote:

“Content is an investment in customer experience with measurable return”

I have worked for commercial publishers for years, and am also active in content marketing. I always felt the connection between both worlds from a technological perspective, but had problems combining both business models.

This quote nicely ties both worlds together: commercial publishers have always invested in creating content to get a measurable return. The customer experience is that good that customers are willing to pay for the content. Commercial publishers measure content success by turnover and profit.

Content marketers want to create memorable customer experiences. This can only be achieved by investing in memorable content. Creating a meaningful way to measure your return is a challenge any content marketer will face. Although not as easy to measure as commercial publishers, a clear definition must and can be made to justify your content marketing investments.

Content writer by Ritesh Nayak via Flickr (CC BY-SA 2.0)

Here is a previous nice quote

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