Better Content Marketing Means Better Customer Service

Does your content marketing set you up for success? Or does it burden your customer service reps?

While there are a lot of people who like cheesy infomercials, the kind that promise a revolutionary new salad shooter that can slice and dice 200 vegetables a minute and can polish your floor while promising a new, more toned you, there are some people who hate them: the customer service representatives who work for that company.

Think about it. While there is always fine print in the ads, saying that the salad shooter isn’t actually guaranteed to make you the next pope, people will call customer service to complain when it doesn’t happen (“I already bought myself a mitre!”). They have to deal with angry customers, which ultimately hurts your business. Because an angry customer isn’t going to be one who comes back.

We’ve talked in this series about how much your customer service representatives are in many ways your best marketers, because they are on the frontlines of customer interaction. They can turn complaints into repeat business, and close the customer journey loop. They can distribute content marketing and help you come up with new content ideas.

And you can return the favor through better content marketing.

Having great content marketing means saving your CSRs time, energy, and stress. It means answering questions before they are asked. It means more positive interactions based on the right expectations. It means that if your content marketing says your product slices and dices, it both slices and dices.

How the Right Content Marketing Helps Your CSRs

Consider if you will the humble FAQ. They’ve become such a staple of websites that I doubt people even notice them anymore. They are extremely helpful for the consumer, because if you wonder “will this service work with both iOS and Android?”, you can generally just check the FAQ. You can learn a lot, and that helps you along the path of decision.

FAQs were essentially the precursor to content marketing. They answered questions (frequently asked ones, in fact) and also provided information that the potential customer might not have even known to ask. This could go both ways, in terms of sales. They might have discovered a feature or use they didn’t know existed, and that helped clinch a sale.

Or they may have figured out that your service wouldn’t be good for them, that it isn’t the right fit. And that’s ok. Because if they don’t realize that, one of two things happen. Either the salesperson wastes their time moving them along the path until they hit that obstacle, or a purchase is made and the customer is unhappy. Then they take up a lot of customer service time, and might become negative evangelists for your company.

Content marketing works to avoid that. Every blog post, every white paper, every infographic, is geared around letting potential buyers know more about the product or service they are considering. It might not be direct: it could be industry trends, product development news, client stories, or anything else. But it all adds up to 1) let the customer know you’re an expert and 2) give them all the information they need to make the right decision.

And that makes a big difference down the road.

The Benefits of Great Content Marketing on Customer Service

So, beside the immediately tangible benefits that content marketing brings (more targeted buyers and market-qualified leads), there are secondary benefits that benefit your entire customer service department. These include:

  • Fewer complaints. Great content marketing means your market-qualified leads know what they are looking at. There is better overall communication, and that means fewer unmet expectations. That means fewer complaints.
  • Better social media. No one goes on Twitter and says “They told me this was going to slice and dice but all it does is slice and dice.” They complain when they expected more (or of course if it doesn’t work). You won’t get bad word of mouth if people understand what you actually do.
  • Less churn. Customer service is a hard job. It gets harder when you have to deal with people making the same complaint over and over, especially if it is avoidable (“We are sorry you are not currently Pope, but…”). That’s why people quit. Call centers have a turnover rate of between 35 and 40%. The national average is 15.3%.
  • Lower costs of training. All that turnover adds up. Training at a high level can cost as much as $1000 per employee. If you have to replace your staff every 2-3 years, that eats away at profit.
  • Better informed customers. A better-informed customer asks fewer questions. They understand how their product or service works and what it is supposed to do. They don’t need to call in for the easy stuff, and that frees your CSRs to handle the more difficult questions.

Customer service and marketing are not opposites. They help each other, and they help any business expand their customer base while retaining current clients. Having the right content marketing keeps your CSRs happy, and keeps clients coming back. That’s a product with no fine print.


At RDI-Connect, we’re proud that our call centers have far lower rates of turnover than average. We have employees who have been with us for decades, and who can bring that professionalism to your company.  At RDI Corporation, we combine the best in progressive and comprehensive digital marketing with proven effectiveness in customer service. Our training, hiring, and execution practices make us complete partners with our clients. Connect with RDI/A or RDI-Connect to learn more, and we invite you to read our white paper, The Perfect Circle: How Customer Service and Marketing Are the Same Thing which discusses even more ways that the two sides can complement and improve each other.  

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