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101 Content Marketing
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Create The Right Content For The Customer Journey
Finding a taxi is a moment of great satisfaction. Whether you've hailed it from the street or ordered it with a phone, the moment the taxi pulls up and you step inside always feels like a win. It’s a high point that’s quickly followed by a series of low points: you don’t who you’re traveling with; you don’t know where you are on the journey or whether the driver is traveling by the shortest route; and you have little to do while you sit in traffic and wait to reach your destination.
Get Taxi, an app that helps people to hail cabs, is trying to improve all those parts of the service. The app shows the name and picture of the driver, and allows you to give ratings. Route control lets you see where the taxi is going so that you know you’re getting a fair ride. Some of its taxis now have touchscreens that show a city guide and let you search for restaurants and attractions as you travel. Instead of looking at the back of the driver’s head, you can look at a screen that gives advice about your location. The company has even added information for people with special needs, indicators of cars that can easily take children, and added a loyalty p rogram that provides free rides and lets passengers pick top drivers as they progress in the program.
By adding targeted content and a smart user interface, Get Taxi took a number of low points and turned them all into high points.
Brands have to use content to create engagement and raise the low points in their customer journeys. Although some of the low points can be raised by improving functionality — Get Taxi has a useful pick-up button that lets the driver find a passenger with a single click — others have to be lifted through the smart use of targeted content.
Create Great Content That Directs The Customer Journey
The nature of that content will vary so the content marketer needs a close understanding of the customer journey and the persona that will take it.
An interactive tool created by Google shows just how touch points on the customer journey change from industry to industry, from location to location and according to the size of the company. Someone looking to buy a car from a medium-sized firm, such as a dealership, for example, would start with an organic search and would then see a paid ad or receive a referral before interacting on social media and seeing more targeted advertising. Other touch points on a customer’s journey from interest to purchase could also include watching a video, reading an email newsletter, using an app or interacting with a demonstration that answers many of the questions the customer would have posed directly to a customer service rep. All of those are opportunities to raise a low point with good content.
With the right tools and strategies, content marketers can examine the customer’s journey. By creating the right content and delivering it at the right time, they can stay in tune with buyers and direct them as they take each step to their destination.
Get Taxi added content to the journey its customers took between hailing the taxi and stepping back onto the street. By making the journey as interesting and as content-rich as the destination, they turned taking their taxi into an essential part of the experience.
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