15. Content and Customer Service
“All content marketing is customer service.”
In a very real sense, all content marketing is customer service. The very basis of any content plan is to serve the needs of varying customer constituencies: to educate and inform them, to answer their questions throughout the buying cycle, and to help them better understand and use the products and services you’re offering.
So how can digital content best address customer service issues? The most strategic approach is three-pronged:
• Anticipate and address needs in advance.
• Create feedback mechanisms so new issues can be folded into the support process.
• Develop a one-to-one response process to respond to individual queries.
Not surprisingly, each of these approaches ...