{"id":2789,"date":"2017-10-24T12:50:51","date_gmt":"2017-10-24T19:50:51","guid":{"rendered":"https:\/\/cm-edgetun.pages.dev\/industry\/blog\/uncategorized\/how-content-marketing-rethinks-the-customer-experience\/"},"modified":"2019-11-18T09:32:54","modified_gmt":"2019-11-18T17:32:54","slug":"how-content-marketing-rethinks-the-customer-experience","status":"publish","type":"post","link":"https:\/\/cm-edgetun.pages.dev\/en-us\/industry\/microsoft-in-business\/customer-experience\/2017\/10\/24\/how-content-marketing-rethinks-the-customer-experience\/","title":{"rendered":"How content marketing rethinks the customer experience"},"content":{"rendered":"<p>Between evolving online habits, a saturated market, and growing access to information, the way customers engage with brands is drastically changing. New tools, communication channels, and platforms have created an atmosphere where consumers can pick and choose their own experiences, and that means the filtering of unwanted solicitations whether that be calls, ads, or commercials. The data backs it up:<\/p>\n<ul>\n<li>226,001,288 registered numbers on the National Do Not Call Registry<sup>1<\/sup><\/li>\n<li>Ad blockers are estimated to cost digital publishers $27 billion by 2020<sup>2<\/sup><\/li>\n<li>86% of TV viewers skip commercials<sup>3<\/sup><\/li>\n<li>90.5% of marketing emails are never opened<sup>4<\/sup><\/li>\n<\/ul>\n<p>The broad-strokes marketing style of cold calls and blanket campaigns has fallen, due mostly to a more selective audience. Instead, customers are liking their favorite brands on Facebook, following them on Twitter, and subscribing to their newsletters. In today\u2019s marketing landscape, content is the platform where companies establish their brand, engage their audience, and advertise their services.<\/p>\n<p><strong>Inside content marketing<\/strong><\/p>\n<p>Content marketing works by using various platforms to reach that niche audience. By creating relevant content for an already interested audience, brands can better serve their customers by providing added value, independent of a sale. This style of engagement establishes the brand\u2019s validity and trust with their audience, and works to increase mindshare and create relevant leads. In fact, 61% of customers consider themselves more likely to buy from a company that provides custom content.<sup>5<\/sup><\/p>\n<p>That spike in consideration is driven by long-term engagement. The basic concept here is simple\u2014to give away as much as possible. Successful content marketers demonstrate proficiency, highlight services, and share as much knowledge as viably possible with their customers, and in turn, see increased customer engagement, increased brand loyalty, and greater online traffic. By speaking directly to the customer\u2019s needs and interests, brands can help resolve smaller issues while establishing themselves as the go-to resource when the greater (more profitable) need arrives. Together, those elements achieve a greater goal: increased consumer loyalty.<\/p>\n<p><strong>Content in action<\/strong><\/p>\n<p>Content marketing uses blogs, images, videos, and other resources to create a platform where brands can promote their expertise. These experiences spread the brand\u2019s voice and vision across a variety of spaces where their customers are already searching for solutions. This approach isn\u2019t just engaging, it\u2019s affordable. Content is generally free for your audience, and affordable for the marketer. In fact, content marketing costs 62% less, and generates 3x as many leads as traditional marketing.<sup>6<\/sup> Social media platforms, forums, and video streams provide great opportunities for even the smallest brand to display their services, engage their audience, and direct the customer experience towards a desired outcome, without extending their marketing budget.<\/p>\n<p>Content doesn\u2019t just have to be viewed or read, it extends to free trials and services. For example, <a href=\"https:\/\/cm-edgetun.pages.dev\/en-us\/education\/products\/office\/default.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">Office 365 is available for students and teachers for free<\/a>. That\u2019s Word, Excel, PowerPoint, Microsoft Teams\u2014nearly everything a student could need to help them thrive in the classroom, available for less than the cost of a pencil. We support this service with our <a href=\"https:\/\/educationblog.microsoft.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Microsoft EDU blog<\/a>, where students and educators can find innovative ideas and practical solutions for making these resources work for them. Together, this package provides that audience with valuable everyday tools, and builds a long-term preference for Office 365 that users will carry on post-graduation. It also provides incentives for universities to seriously consider Microsoft solutions when they review their own technology needs\u2014cloud solutions (Azure), data management resources (SQL Server), mobility packages (the Enterprise Mobility Suite), and so on.<\/p>\n<p>Over the next few weeks, we\u2019ll dive deeper into the strategy and execution behind content marketing, how you can use content marketing to create a smarter customer experience, and explore how Microsoft technology shapes the future of customer engagement. We look forward to sharing our experience, and learning more about how content has worked for you.<\/p>\n<p>For more content marketing insight, visit our kick off blog, <a href=\"https:\/\/enterprise.microsoft.com\/en-us\/articles\/blog\/microsoft-in-business\/what-is-content-marketing-keys-for-enterprise-content-creators\/\"><em>What is content marketing? Keys for enterprise content creators<\/em><\/a> or go to the <a href=\"https:\/\/enterprise.microsoft.com\/en-us\/microsoft-in-marketing-resource-center\">Microsoft in Marketing hub<\/a>.<\/p>\n<p><a href=\"https:\/\/enterprise.microsoft.com\/en-us\/microsoft-in-marketing-resource-center\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-478166\" src=\"https:\/\/cm-edgetun.pages.dev\/en-us\/industry\/blog\/wp-content\/uploads\/2017\/12\/MSFT_CMS_WhatisContentMarketing_CTA_R1V2.jpg\" alt=\"\" width=\"760\" height=\"560\" \/><\/a><\/p>\n<hr \/>\n<p><sup>1<\/sup> <a href=\"https:\/\/www.ftc.gov\/system\/files\/documents\/reports\/national-do-not-call-registry-data-book-fiscal-year-2016\/dnc_data_book_fy_2016_post.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.ftc.gov\/system\/files\/documents\/reports\/national-do-not-call-registry-data-book-fiscal-year-2016\/dnc_data_book_fy_2016_post.pdf<\/a><\/p>\n<p><sup>2<\/sup> <a href=\"https:\/\/www.juniperresearch.com\/press\/press-releases\/ad-blocking-to-cost-publishers-$27bn-in-lost-reven\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.juniperresearch.com\/press\/press-releases\/ad-blocking-to-cost-publishers-$27bn-in-lost-reven<\/a><\/p>\n<p><sup>3<\/sup> <a href=\"https:\/\/www.theguardian.com\/media\/2010\/aug\/24\/tv-advertising\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.theguardian.com\/media\/2010\/aug\/24\/tv-advertising<\/a><\/p>\n<p><sup>4<\/sup>\u00a0<a href=\"https:\/\/knowledgebase.constantcontact.com\/articles\/KnowledgeBase\/5409-average-industry-rates\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/knowledgebase.constantcontact.com\/articles\/KnowledgeBase\/5409-average-industry-rates<\/a><\/p>\n<p><sup>5<\/sup>\u00a0<a href=\"https:\/\/www.dragonsearch.com\/blog\/digital-content-marketing-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.dragonsearch.com\/blog\/digital-content-marketing-strategy\/<\/a><\/p>\n<p><sup>6<\/sup>\u00a0<a href=\"https:\/\/www.demandmetric.com\/content\/content-marketing-infographic\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.demandmetric.com\/content\/content-marketing-infographic<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Between evolving online habits, a saturated market, and growing access to information, the way customers engage with brands is drastically changing.<\/p>\n","protected":false},"author":46,"featured_media":10647,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"_classifai_error":"","_classifai_text_to_speech_error":"","footnotes":""},"categories":[1545],"post_tag":[],"content-type":[],"coauthors":[790],"class_list":["post-2789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How content marketing rethinks the customer experience - Microsoft in Business Blogs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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