Thanks #UC Davies for the learnings from The Strategy of Content Marketing on Coursera.

Here are a few things I got to extend on in content writing from a customer perspective:

- The first step is Design thinking with customers.

- Good content writing starts with understanding your customer’s perspective to gain a competitive advantage.

- Questions that give you great insight into the needs of the customer.

- Turn the results into Opportunities and High 5’s to extend beyond your customer expectations — like CTA’s on social media, risk guarantees for buyer’s remorse and confidence — and you have a great high 5’s 'set of actions' to implement.

Customer empathy mapping is often sourced from information like research, interviews or customer satisfaction surveys as part of your product innovation. Add that to #googlesearchconsole and its really great!

It is quite useful in a remote world to to make sense of the information on a collaborative whiteboard. you can use a tool like ConceptBoard or something like Miro or StickyStudio

So let’s have a look at a use case for customer empathy mapping to enhance your value proposition. For this exercise I used StickyStudio to create a collaborative whiteboard.

CUSTOMER EMPATHY MAPPING

The best way is to create an EMPATHY MAP at the start of a project or when redesigning a new product, service or a website. It tells you a lot about your customer objectives.

Have a look at the example that I created below that compares a manual process to digital transformation that displays the Voice of the Customer:

CUSTOMER EXPERIENCE MAPPING

Now this is really where you get to test your knowledge about your customer point of view and find opportunities for your customer strategy.

The important thing is to know what to ask to understand your customer’s wants — who you are selling to and what opportunities could come about to:

• retain loyal customers
• serve new customers
• create new markets
• for customer retention:

1. What are the different places or intersects do I connect with you for your product or service (touch point)?
2. What information is out there about your product or service? Am I seeing you on LinkedIn, Instagram, Twitter…. What quality of information is available on those platforms (high quality, medium, low)?
3. Why would I opt in for email content from you? What is the benefit to the customer, what are their customer preferences?
4. What do I really need to know that will drive my decision — — yes there is a lot of information but what is the important variable I need to know to make my buying decision? eg. is it product quality, product performance or is it new technologies?
5. Yes customer delight has been around but what is my delightful experience, do I bomb out on your website, is it too slow, is there too much of writing, is there a Live Chat option for a quick question?
6. Analyse the customer purchasing steps how can you make it simpler for the customer by adopting some best practices?
7. Do I have buyer’s remorse, what is your risk guarantee (product promise) so that I can have confidence in you when I talk to family and friends about my purchase? Remember a purchase is made with the mind and emotional justifications to everyone else.

Here is an example of Customer Experience Mapping using some of the Q’s above & how to identify the High 5's:

From a business model & financial perspective it is of great customer value to delve into these type of questions when:

• Developing Customer strategies
• Writing content
• Identifying opportunities
• Simplifying for operational excellence

Here is #SoniaSimone’s sample video as an intro for the The strategy of content marketing.

For more Follow me on Medium https://medium.com/@aveshnee7