Why you still suck at your help content and ain’t got your sh*t in place. I absolutely second that, thnx Mark Schoones.
“But where is the hygiene-content? The factual stuff. The basics. The answers to the questions consumers truly have? That information is often hidden on hideous service pages or user-unfriendly PDF-esque manuals. Why?”
“Finding the answer to that question isn’t that hard. See; traditionally marketers aren’t used to answering exact consumer questions. That was always a customer service thing. And Mister Customer Service doesn’t tend to have the same deep pockets Mister Marketing has. And so consumers are condemned to cheap ugly ass product descriptions and coma-inducing FAQ-pages.”
“Pity. Because answering existing questions in a consumer-friendly manner pushes basically every single KPI-button a marketer could aim for. The Samsung-campaign Android & You, a campaign launched three years (!!!) ago in the Netherlands, proved to increase NPS-scores, purchase intent ánd brand consideration. Just by offering answers to existing consumer questions. Transforming customer service into a branding tool. And decreasing the number of incoming service calls at the same time. Win-win.”
“So, how do you start? Simple. Just find out which questions your target audience has. Tinker with the Google-machine, ask your customer service department, look at user behavior on your website. Construct and test the perfect answers. In video. In written form. Whatever works best. And publish. This approach will work. Whether you sell phones, send packagesor fly blue airplanes.”
“And before the Byron Sharp brigade starts off a collective rant in the comments; I’m not claiming awareness-fueling hero-content is obsolete. But there’s something valuable lying on the bottom of the pyramid. Let’s not forget that. Because sometimes satisfying your customer is as easy as just answering a question.”