Are you leveraging your technical content to attract and retain customers? If you’re not sure about your answer to this question, Guiseppe Getto, the President and Founder of Content Garden, offered a webinar for the Content Wrangler on June 16th, 2020 entitled: How to Use Technical Content to Attract and Retain Customers.
Today’s customers are increasingly savvy. They do a ton of research before purchasing a product or service. You may think that your content is too dense for your customers. Information like product specifications, technical requirements, and process workflows may seem like information that should never leave your organization, but you would be wrong. This information is great fodder for search engines and other channels that customers are using to find your organization.
What You’ll Learn About Technical Content and the Customer Journey
Technical content is often the most valuable content we have at our disposal, and the most under-utilized. It gets relegated to FAQ sections of our websites and off-site help documentation wikis. In this webinar, you’ll learn the secrets to leveraging your existing content into a robust content funnel that can help you attract, land, and retain consumers who are hungry for this type of information! You’ll also receive a ton of resources, including exclusive access to free information from Guiseppe’s new book Content Strategy in Technical Communication.
Specifically, you’ll learn:
- Why technical content is essential for the customer journey
- What types of content consumers are most hungry for
- What channels you should be using to deliver your content right into the laps of prospective and returning customers
Why You Should Care About the Customer Journey
It is well established at this point that 70% of consumers cite post-purchase content and support as a key factor in future purchasing decisions. Consumers want to know what their money is funding, they want dynamic content that helps them make the most out of their purchases, and they want to understand the inner-workings of the products and services they use on a daily basis. Not every customer wants this level of information before making a purchase, but an increasing amount does.
In addition to providing a ton of free tips for how to improve your business’s customer journey, Guiseppe will provide an analysis of key trends that indicate content strategy may be one of the best investments organizations can make. The webinar is for anyone interested in content strategy, the future of content in technical communication, or the best methods for leveraging content to improve the customer journey.