The Role of Content in Customer Experience

In today’s digital world, when people interact with brands, it’s usually through content. Would-be customers search for solutions to their problems online, visit company websites to learn about products and services, and download eBooks and white papers to gain the information they need to start solving their problems. 
Buyers also use content to help validate their decisions before actually buying something. They’ll read case studies, consult FAQs, and scour product fact sheets for information. And, after buying, they’ll look to your company’s technical documentation, customer service content, and training materials to become proficient users and troubleshoot any challenges they may run into. These are just a few of the many examples of how content plays a key role at virtually every touchpoint throughout the customer journey.

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