How great content engages your customers early in their buyer journey by Blick Publications

Industry Report

How great content engages your customers early in their buyer journey Win over customers and build long-term loyalty — Learn how to create great content with generative AI. By Mark Atterby, Editor CXFocus and Carl Gribble, Co-Founder & Director of Dorothi AI

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About the Authors Mark Atterby Editor of CXFocus Mark Atterby is a multifaceted professional at the intersection of journalism, content marketing, and cutting-edge AI technology. With a career spanning over two decades, Mark has consistently demonstrated his prowess in creating compelling narratives, shaping content strategy, and harnessing the power of technology to drive innovation in content creation. As Editor of CXFocus, he is focused on researching and analysing the latest trends and AI technology impacting customer experience and marketing. He has dedicated himself to mastering the art of generative AI and harnessing its capabilities to enhance content generation and quality.

Carl Gribble Co-Founder & Director of Dorothi AI Carl Gribble stands at the forefront of Generative AI, serving as the Co-Founder & Director of Prompt Engineering at Dorothi AI, Australia’s premier Generative AI agency. At Dorothi AI, Carl is dedicated to leveraging Generative AI to amplify productivity tenfold for marketing, sales, product, and digital teams. His recent pioneering research has showcased the potential of Generative AI in automating knowledge work. Collaborating with Make-A-Wish Australia, this research has not only achieved a tenfold boost in productivity but also accelerated project delivery times by an impressive 300%.

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Contents Introduction

Key facts & statistics

The buyer’s journey

Why engage customers early in their journey

Cutting through the noise

Understanding your target audience and buyer personas

Create a content strategy for customer engagement

Craft compelling headlines and introductions

Tell a story

Leveraging AI to improve the quality and scale of your content strategy

Conclusion

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Introduction Content plays a pivotal role in the digital experiences of customers. Every web page, blog post, tweet, explainer video, e-book, or podcast is an opportunity to create a meaningful and positive experience. A customer’s journey may start by reading a snippet of information in a search engine query and culminate with the customer reading a product’s user manual. It’s the content that has guided them on their journey. Due to the Internet, customers now have more information about potential products and services than they have ever had access to in the past. It’s easy for them to evaluate and compare different brands and product offerings and research potential solutions to their problems. Consumers use content they find online to raise awareness of their options and to inform their decisions before purchasing. They’ll read testimonials, reviews and case studies, download fact sheets and pricing information. This knowledge has empowered them. Customers are less dependent on the advice given to them by sales representatives. They can be well down the path of making their decision to purchase something before they contact the company. It’s the content they’ve read, viewed or listened to that has led them to this point. This industry report shows you the essentials you need to know to create great content that will engage customers

early in their buyer’s journey and build trust with them over time. It also examines how generative AI can be used in all areas of your content strategy to enhance the quality and relevance of the content you produce.

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Key facts & statistics

85%

of ANZ marketers will use generative AI to increase the quality and quantity of content produced. Adobe’s 2023 Future of Digital Experiences Report

72%

of digital marketers say content marketing increases customer engagement. In addition, 72% say it has increased the number of leads. Content Marketing Institute

Conversion rates are six times higher for companies and brands using content marketing than those that aren’t, at 2.9% vs. 0.5%, respectively. Aberdeen Group Aberdeen Group

60%

of organisations find it hard to produce content consistently and of sufficient quality. Zazzle Media

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The buyer’s journey Every customer travels a path known as the buyer’s journey. The buyer journey focuses on the pre-purchase stages of the overall customer journey. It encompasses all the research and evaluation someone does before they decide to purchase a particular product or service. When analysing the buyer journey there are three main stages. The length and stages vary for each industry and organisation, but generally include:

Awareness

Consideration

Decision

The beginning of the journey when a customer becomes aware of a need or a problem they want to be resolved. They will start researching their options. They will have no fixed idea of what they want at this stage.

After they have made themselves aware of the different options available, potential buyers will spend time evaluating these options. During this second stage, they may perform more in-depth research as well as making direct comparisons between different products and solutions.

The final stage of the buyer’s journey. At this stage the buyer knows what they want and they’re looking for something that best suits their needs. They may have narrowed their choices down to a short list. At the end of this stage, they will make their purchase.

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Why engage customers early in their buyer journey Engaging customers early, during the awareness stage of their buyer journey, creates awareness about your brand, products, or services. When customers know your offerings exist, they are more likely to consider them when they have a need. Trying to get your message heard, however, above the crowd of competitors clamouring for the same audience and customers, is a significant challenge. Katrina Troughton, VP and Managing Director for Adobe Australia and New Zealand, comments, “We live in an age of instant communication, but only a handful of the messages we come across have a real impact. Today brands compete for both mindshare and dollars, and consumers will not give everyone equal attention. When we take this one step further and focus on the digital economy, personalised insights and interactions set the foundation for customer relationships.”

A universal website experience leaves users feeling like one among a million rather than one in a million. Katrina Troughton, VP and Managing Director for Adobe Australia and New Zealand

“A universal website experience leaves users feeling like one among a million rather than one in a million. People expect an increasingly customised experience when interacting with brands from the beginning, especially brands they frequently engage with”, adds Troughton. “For businesses to grow, they must focus on engaging customers early in the buyer journey by delivering consistent, personalised, connected interactions across every channel and touchpoint.”

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Engaging customers early in their buyer journey, according to Sirois, also allows you to: Educate and inform customers: Engaging early allows you to provide information and content that helps customers understand their problems.

Influence decision-making: When you engage early, you can shape the customer’s perception of their problem, thereby guiding them towards your product or services. Matty Sirois, Head of Marketing at Atomic. io, points out that it can take at least 8 touch points before a customer is ready to have a conversation. He says, “Providing relevant and engaging interactions while potential customers are in the early stage of researching their options, builds trust and authority in your brand. From there, you will stay front of mind as the customer progresses to making a decision”.

Providing relevant and engaging interactions while potential customers are in the early stage of researching their options, builds trust and authority in your brand. Matty Sirois, Head of Marketing Atomic.io

Identify needs and pain points: Early engagement allows you to tailor your offerings and communication strategies to address specific customer challenges.

Nurture leads: Keep customers interested in your products and services until they are ready to make a purchase.

Gain mindshare over competitors: Engaging early gives you a competitive advantage by capturing mindshare over your competitors.

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Cutting through the noise Creating a great content experience for customers as they commence their buyer journey can help elevate your brand above competitors. Troughton explains, “Like in generations past, a brand’s long-term success depends on how well it can get and stay connected with its customers. To engage with customers early on, helpful, high-quality content can help cut through the noise and help drive the natural conversation with potential customers to narrow their choices. It removes the hesitation that comes with too much information, replacing it with specific, tailored reasons to act or buy.”

For Troughton creating a great content experience is about effectively and intelligently engaging the customer across all touchpoints, while deepening relationships and solving problems. She observes, “At a time when data and digital content are more important than ever before, most companies are underutilising these technologies to engage their customers. Not using data to understand when to send a communication, or which channel to use, is a missed opportunity. So is failing to use data and digital technologies to identify prospects, sell, upsell or accelerate transactions.”

Sirois adds, “Most customers aren’t ready to buy on their first interaction with a business. They want to feel you understand them and the challenges they have. The easiest way to do that, which isn’t invasive or disrupting, is through content. Content, whether it’s webinars, reports, white papers, blogs or social media posts, shows your business can back up what you’re selling with subject matter expertise and thought leadership.”

“The same platform that enables connected customer experiences should be able to connect with and facilitate all these business needs, leveraging properly gathered and governed customer data.”

A great content experience is essential for engaging and retaining your audience, whether you’re creating blog posts, videos, podcasts, or any other type of content. Troughton says, “A great content experience will build lasting relationships with your customers and increase the likelihood of them engaging with your brand, returning to your site, and re-purchasing from your company. Unlike traditional marketing, content pays dividends for a very long time and provides lasting value for customers.”

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Understanding your target audience & buyer personas In order to master customer engagement, it is crucial to have a deep understanding of your target audience. Sirois highlights, “Know your target market, the channel they use and what types of content they already engage with. There is no point creating a six-part podcast series if a majority of your target audience only watch webinars! Without understanding who your customers are, their needs, preferences, and pain points, it becomes challenging to create content that resonates with them and keeps them engaged”. Remember, different customers will have different content needs, even if it’s for the same product or service. If you’re selling electrolyte drinks, one customer may be a construction worker who is looking to hydrate after a long day at work. Another customer may be a teenager engaged in school sports. The content that will resonate and capture the interest of these customers will be very different. Buyer/customer personas are researchbased profiles that go beyond defining your target audience. They describe who your ideal customers are, what their days are like, the challenges they face and how they make decisions.1 Buyer personas enable you to develop a much deeper understanding of your current and prospective customers. You’ll gain a better sense of their likes, habits, demographic info, preferred shopping methods, pain points and more.2

Persona development is the critical first step in planning and delivering content that will be relevant, engaging and useful to your audience and customers. When done well, buyer personas present a clear view of your ideal customers and what motivates them. There are, however, a number of pitfalls to be wary of:

Too many personas: One of the most common mistakes people often make is trying to create too many personas. Building too many personas can make the exercise unmanageable and confusing. Start with one key persona and grow from there. Which one you create first depends on your business strategy. If you have segmented your customer base, then start building your first persona around the customer segment that offers the greatest value and opportunities for your business.

Personas built on assumptions and stereotypes: Another major mistake marketers make is relying on stereotypes and assumptions. Bias can creep into your personas reflecting the wishes and desires of the business rather than providing a realistic image of an ideal customer based on real data.

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Create a content strategy for customer engagement Once you have a solid understanding of your target audience, it’s time to develop a content strategy that fosters customer engagement. A robust content strategy involves planning and creating valuable, relevant, and consistent content that resonates with your audience at every stage of their customer journey.

Sirois advises, “Next, consider the different types of content that will engage your audience effectively. This can include blog posts, videos, podcasts, infographics, case studies, and more. Diversifying your content formats can cater to different audience preferences and make your content more engaging and memorable.”

Start by identifying the goals and objectives of your content strategy. What do you want to achieve through your content? Are you aiming to increase brand awareness, drive sales, or educate your audience? Clearly defining your goals will help you shape your content and keep it aligned with your overall business and CX objectives.

“Furthermore,” says Sirois, “ensure that your content adds value to your audience’s lives. Provide informative and educational content that solves their problems, answers their questions, or inspires them. By positioning yourself as a trusted source of valuable information, you can build credibility and trust with your audience, further enhancing their engagement with your brand.”

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Craft compelling headlines and introductions In the digital age, capturing your audience’s attention and keeping them engaged is becoming increasingly challenging. With an overwhelming amount of content available, your headlines and introductions play a crucial role in hooking your audience from the start. When crafting headlines, aim for clarity, relevance, and intrigue. “Clearly communicate what your content is about, while also sparking curiosity and interest. Additionally, keep them concise and easy to understand, as attention spans are shrinking,” says Sirois. Similarly, your introductions should be captivating and enticing. Start with a compelling hook or an intriguing question that grabs your audience’s attention. Tell a story, present a surprising statistic, or highlight a problem that resonates with your audience. By creating a strong introduction, you can entice your audience to continue reading or watching your content, increasing their engagement. Remember, however, that your content must deliver on the promises made in your headlines and introductions. If you fail to provide value and engage your audience throughout the rest of your content, they may feel deceived and lose trust in your brand. Consistency is key in maintaining customer engagement.

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Tell a story! Storytelling is a powerful tool for engaging your audience and creating memorable content experiences. By presenting information and messages in a narrative format, you can capture your audience’s attention, evoke emotions, and make your content more relatable and impactful. Start by identifying the core message or lesson you want to convey through your content. Then, craft a compelling narrative around it. Use characters, conflicts, and resolutions to create a story that resonates with your audience. By connecting with your audience on an emotional level, you can foster deeper engagement and make your content more memorable.

Moreover, storytelling allows you to communicate complex ideas or information in a more accessible and relatable manner. Instead of presenting dry facts and data, weave them into a narrative that your audience can easily understand and connect with. This not only enhances engagement but also improves information retention and comprehension. To incorporate storytelling into your content, consider using personal anecdotes, case studies, or customer success stories. These real-life examples can bring your content to life and make it more relatable and impactful for your audience. Remember to keep your storytelling authentic and aligned with your brand’s values and message.

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Leveraging generative AI to improve the quality and scale of your content strategy Research from Adobe has found the demand for content has doubled over the last two years and is expected to grow by at least five times in the next two years. Marketers are looking to generative AI to help meet this escalating demand. Adobe’s 2023 Future of Digital Experiences Report found 85% of ANZ marketers believe it will increase their work product quality and volume. Troughton says, “By utilising generative AI, marketers can create space for connection with customers in a number of ways. For example, it can help teams accelerate and scale content creation, and make existing content work harder with powerful editing capabilities.” As well as generating content, tools like ChatGPT can suggest new content ideas by analysing trending topics relevant to your target audience and buyer personas. AI systems gather a vast amount of data from various sources. These sources can include website analytics, social media trends, user-generated content, industry news, and more. AI allows you to repurpose and expand on content you know has been successful. Sirois suggests, as an example, “Take your most-engaged blog post and ask AI to create three topics that can feed back to that post. Let it create an outline or structure you can build on. Sometimes the

most frustrating part of content creation is simply staring at a blank page. If ChatGPT gives you something to start with that is not quite right, it has at least helped you to get going.” AI can create personalised content by analysing user data, such as browsing history and preferences, to tailor content to individual users or segments. It can create dynamic content that adapts to user interactions in real-time, enhancing the user experience. “AI can enable greater personalisation by automating rich audience segmentation and the subsequent tailoring of content specific to those segments. It can also act as an intelligent interface between marketers and critical technologies like analytics and insights, to help them make better-informed decisions,” says Troughton. The key to a great content experience is understanding your target audience and ideal customers. AI’s ability to gather vast amounts of data from a wide variety of sources makes it a tremendously useful tool for market research and delving deeper into the topics of interest to your customers. AI can gather and analyse data from various sources to provide insights into market trends, customer preferences, and competitive landscapes. It can greatly assist in creating, customising and keeping up to date your buyer personas.3

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“However,” advises Troughton, “it’s important that marketing teams approach the implementation of generative AI carefully. Because above all else, customers need to know they can trust you, and they want you to approach generative AI responsibly. At Adobe we develop AI with accountability, responsibility and transparency at the centre. Implemented correctly, generative AI brings precision, power, speed, and ease to existing workflows — allowing marketers to focus on more strategic, higher-value and creative parts of their work.” Digital trust is essential for establishing confidence and security in the digital world, Trustworthy online interactions and data protection can enhance a company’s image and credibility. The reverse is equally true. Sirois says, “Digital trust is on the decline in Australia at the moment, so it’s important to not cut corners when using AI. Ensuring you have systems in place to review and check

what’s being sent out is crucial. At Atomic. io, customer’s digital trust and loyalty is front of mind in all we do. This includes how we approach content creation.” Generative AI, powered by advanced machine learning models, has ushered in a new era of content creation. These algorithms are trained on vast datasets of text from the internet, enabling them to understand context, language nuances, and generate coherent and contextually relevant content. It’s important to be aware, however, that with any of these technologies, you can’t expect them to know who your customer is or what they are interested in. You’ve got to instruct the AI and be very precise in the methodology and level of detail you use in prompting it. A very generic prompt such as ‘write an article on AI’ will generate a very generic high-level response of little to no value from the AI.

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Conclusion It’s critical for brands to engage customers early in their buyer journey to gain mindshare and competitive advantage. Engaging early allows you to provide information and content that helps customers understand their problems as well as guiding them to your products or service. Traditional content strategies, however, can be time-consuming and often fall short in terms of meeting the ever-growing demand for fresh, relevant and engaging content. This is where Generative Artificial Intelligence (AI) comes into play, offering a transformative solution to enhance both the quality and scale of your content strategy.

1. https://contentmarketinginstitute.com/2015/04/content-marketing-personas 2. https://buyerpersona.com/what-is-a-buyer-persona 3. https://persona.qcri.org/blog/what-is-an-ai-generated-persona © 2023 P2P Media and/or its affiliates. All rights reserved.