March 1, 2016
Is it true that the sum of all parts is greater than the pieces?
It certainly is with customer experience. And with content marketing.
How a brand creates experiences for audiences is what sets them apart from everyone else in the market. Zappos understood this with how they rethought customer service. American Express got it with OPEN Forum.
Customer experience is about creating value for customers outside of the products and services that you sell through the experiences that a brand creates.
Content marketing is about creating value for customers outside of the products and services that you sell by creating content-driven experiences.
Is it coincidence that they sound eerily alike?
Nope. It means that when companies put customers at the center of what they do, content marketing and customer experience become very close companions.
Let me give you an example…
It’s ski season in Colorado (where I live), which means one thing – my ski pass is close at hand.
The Epic Pass is a fabulous example of how Vail Resorts has moved from the product (a ski pass) into creating a customer experience with content marketing at 10 different resorts.
- I can get snow updates texted to me based on what matters to me, which comes in handy if I have a blank calendar and want sneak off to the mountains on a weekday
- I can ski against Lindsey Vonn (one of these years I’ll give her a run for her money)
- I can track my vertical feet, earn pins and taunt my flatlander friends with pictures…this makes it a game that makes me want to ski harder
- My kids can charge meals at the lodge with their ski passes
- If I lose my pass I can get a new one on site (for a small fee) in a few minutes
- I can keep track of everyone else in my group with the Epic mobile app
- And new this year I can check the wait times on lift lines with the EpicMix Time
Vail Resorts understands that content IS the customer experience.
How are you working customer experiences into your content strategy?
Photo credit: EpicMix.com
Carla is a world-renowned storyteller, an entertaining speaker, and a prolific author. Having lived, worked, and studied on five continents, she's partnered with top brands and conferences to train thousands of people how to rethink the work that they do and the impact they can have. Her visionary expertise has inspired and equipped leaders at all levels to embrace change, welcome new ideas, and transform their business.
Her work with Fortune 500 brands served as the foundation for many of her books. Her tenth, RE:Think Innovation, is a #1 new release that busts the myth that innovation is something that requires a specific degree or special training. In fact, Carla explains why, to be a successful company in today's hyper-competitive, customer-driven world, innovation must be everyone's business. Her goal is to teach one million people how to become innovators by 2025.
Consistently named one of the top influencers in B2B, digital and content marketing, Carla regularly challenges conventional thinking. Today, she travels the world teaching anyone (and everyone) how to cultivate idea-driven teams that breed unstoppable creativity and game-changing innovation.