Leading with customer-focused content
Driving growth through personalized experiences
Compelling content always had the potential to engage customers, but the rules of this engagement have changed. Content strategies went from pitching products via a predictable set of proven channels to a widening array of touchpoints to create an integrated and relevant customer experience, one that is unique for each customer. To reach true personalization the online and offline worlds have to fuse and striking the optimal balance between transaction and emotion is key.
Research
By leveraging all the available data to target with tailored content, companies often see substantially
higher conversion rates. But why are so many companies struggling to get a handle on content marketing and personalisation? Our survey of more than 350 executives globally confirmed what we see in our work with clients daily: many companies lack a content strategy or are making do with one that’s incomplete.
Learnings
Companies fall into three distinct groups, determine where your company sits, than begin to refine your own content strategy. And learn from the five key practices that distinguish the leading organisations.
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