Who is promoting your content marketing? Hopefully, you've got customer service representatives on it.
Content marketers, for the most part, aren’t shy artists. We don’t really produce content for it not to be seen, just for the joy of creation. We create material to be seen, to be read, and to be shared. And that can be frustrating, because: what happens when it isn’t being seen and read and enjoyed? Is it worth it?
For many B2B companies, that is a sticking point with content marketing. They aren’t just getting it to the right people. That’s because they often don’t have a comprehensive strategy. Not having one leads businesses to question the value of content marketing. If it isn’t doing its job, is it still important? Or can we stop doing it?
Unfortunately, the answer to that last question is a thudding “NO”. Content marketing is still incredibly important, and perhaps even more than ever. Just check out these stats:
That last stat can go without much
So how to connect with them? The answer to that is wrapped in a bigger question: what is marketing? When we look at marketing as just what happens before a sale, we are limited. Marketing happens throughout the entirety of the Buyer’s Journey, and well after. You want customers to be long-term clients, to keep using your
We’ve been talking about how, in today’s inbound world, there is no real difference between customer service and marketing. They are two sides of the coin, points along an endless loop. Customer service representatives can be your best marketers, and not just because they make people like your company more. It’s because they can push your content marketing out into the world, letting it be shared with more people.
Customer service representatives can turn your clients into brand evangelists. In that way, they are your best content marketers. Let’s see how.
Customer Service Reps Know What Customers Need
You already know that customer service reps are a great source of ideas for content marketing. After all, they are on the front
But that’s not all they can do! They can also push out your amazing content to
CSR: (seeing name associated with
Customer: I’m having trouble charging my husband’s wheelchair. The batteries are dying too quickly. What can I do?
CSR: (already knowing, thanks to
CSR: Hopefully, that will solve the problem. But there might be some other issues as well. If you would like, our content team has created a video of the Five Reasons Why Battery Packs Lose Power: And How To
Customer: Gracious! That would be wonderful.
CSR: Now, we also know that some customers in your area have had trouble navigating bad roads and rough crosswalks. Sometimes suburbs aren’t always the best at total ADA compliance. But we have an infographic about safe ways to use the XYZ in non-pedestrian-friendly areas. I can send that to your email as well.
Customer: We have been having some issues with that, but I didn’t think that you would be concerned. That’s so nice of
In that little exchange, Alex pushed two pieces of content out there, helping a client solve a problem, and helping them with something they didn’t even know to ask about. They created loyalty in doing
People will hear about the company, and follow it, looking for more great content. The customer service rep brought more people into the sales
So make sure your CSRs have access to your content (which they helped you create by letting you know what people were calling or writing or tweeting about). Turn them into content marketers. They can use that to turn your customers into brand evangelists. They’ll make everyone a marketer, and that’s the goal of great content.
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
RDI Corporation was founded in 1978 and is headquartered in Blue Ash, Ohio. We provide precise business solutions through a fully integrated outsourcing model and our clients ranged from mid-sized corporations to distinguished Fortune 500 companies.