How content helps define a brand.

Your brand is defined by several things, among them are your
visual identity (logo), product quality/performance and consumer interaction
(customer service). But did you know that your content contributes to how your
brand is perceived. It does and it always has.

Just as customer service defines your brand, so does
content. The type and volume of content you offer is a direct reflection of how
you value your customers. How many times have you searched for product
instructions online, failing to locate them on the manufacturers website and instead
finding them on a random forum?

So how do you provide the best possible content to support
your brand?

First turn to customer service for ideas. What questions are
the responding to most? If you find trends, then maybe it deserves some
dedicated content. Are your customers struggling with product assembly? Is
there a particular feature that is difficult to operate? Maybe it deserves a
how-to video.

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Next, learn how your customers use your products. Then
determine if you can accentuate their experience. Can you provide value-added
content to improve their experience? Tips? Advice? Suggestions for alternative
uses?

Lastly, turn to your competitors. See how they are
communicating and determine if you can do the same. Remember, when all things
are equal (features, benefits, price), content will tip the scales. Robust and
useful content demonstrates your concern for the customer experience. It says,
“I care about your needs and want to provide the very best information.”

An example of bad
content.

Several years ago, my wife and I purchased a children’s
teepee from a high-end online retailer. It was a pricey gift for our children,
but felt the quality of the retailer justified the higher than average price.
We received the teepee in a few days and upon assembly discovered a broken
piece. Not the end of the world. I called customer service and informed me that
a replacement part would be sent right away. To my surprise, it arrived 2 days
later. OK, so far so good. Now with all pieces accounted for I pull out the
assembly instructions. Screeetch.

The directions were photocopied on a single piece of paper.
Whoever was responsible for making the copies didn’t even take the time to
align the original on the scanner bed, which allowed the text to be printed on
an angle. Next the instructions were poorly phrased and in some places, nearly
incomprehensible. The directions were clearly written by the manufacturer, in
the country of origin and translated poorly. The effect? It tarnished my
impression of the brand. I pay a lot of money for a product and they can’t even
provide clear assembly instructions? They clearly don’t care. Well, at least
that’s what I think. How likely am I to make another purchase? How likely is
your customer likely to make another purchase? See how this works?

And while this example was based on offline
content, the message is the same for online content. Deliver content that
represents your brand. If you are the low-cost, barebones provider, then you
have less to worry about. If, however, you are above that standard, then it’s
time to evaluate all your content. And quickly, before you lose another
customer like me.

Is your content sending mixed signals? How so?