Being an Executive in the Content Era

Are you responsible for profit and loss (P&L) for your group? Do Engineering, Sales, Marketing, and Support report to you? If so, then you know that driving revenue growth while simultaneously controlling expenses is the true path to the Promised Land.

I’m sure you also hear over and over again that customer satisfaction and overall experience is the key to retaining your customer base. You’ve probably also seen the statistics about how much it costs to acquire new customers.

One simple way to drive all of these goals effectively is to utilize already existing, cost-side processes to create a delightful customer experience – but where to start?

You may not know this, but you most likely also have a documentation group that reports through to you. Why is this important though? Are they a cost that should be trimmed? Well, not exactly.

As an executive, you’re charged with the success of the goods you create and the services you provide. But if we flip things around, you’re also a consumer of various products and services in your private life as well. You probably have a smartphone, a tablet, a laptop, and access to high speed internet on all of these devices. Before making a personal purchase, do you do your own research about a product or service before speaking with a salesperson? I know I do – and we’re certainly not alone. According to Forrester Research, 60 to 90 percent of a consumer’s buying decision is already made before engaging with a vendor. Buyers are looking at blogs, company websites, and post-sales content such as user manuals and support documentation.

As a result, it’s important to ensure a seamless experience across all touch points a prospect could encounter. Some of the ways you can ensure this is by having your documentation group curate blogs, align content with your brand’s personality, and create high-value, relevant content that stands out from the rest of the noise. Leverage your content creators in new ways across all content within your scope.

Being an executive in the Content Era means understanding that content is a valuable strategic asset that should be managed and taken advantage of.