Using Customer Service to Create Content: A #CMWorld Chat with Jay Baer

As a content marketer, you tend to find yourself asking, “what customer questions will this piece of content answer?” Enter the customer support team. They know why people contact your company and can help guide your work. That’s why it’s time for organizations to align their customer service with their content marketing efforts. This was the topic of conversation at a recent #CMWorld Twitter chat with Jay Baer. Jay is the founder of Convince and Convert and author of “Hug Your Haters.” What follows is a brief recap of our discussion.

What are some ways customer service and content teams can work together to provide a better customer experience?

A1. Most important thing is for content pros to understand that content for CURRENT CUSTOMERS is massively important. #cmworld

— Jay Baer (@jaybaer) February 13, 2018

A1. Some of the best content ideas come from customer service. So clear communications and reporting can guide #content to create a better #CX. #CMWorld

— Tod Cordill (@todcordill) February 13, 2018

A1 Monthly meetings so #custserv knows what content has been created, and can share it in context, when relevant. #cmworld

— Martin Lieberman (@martinlieberman) February 13, 2018

A1) Open communication. Cust serv team can keep the content team informed on recurring themes (questions, etc). #CMWorld

— Christin Kardos ✌CMGR + Backseat Harley Rider (@ChristinKardos) February 13, 2018

How can you use customer feedback to complement your content? Should your efforts vary at different points in the funnel?

A2: Take the feedback and turn that into content that can help them and prove you are listening to their issues or compliments. Customers will appreciate being heard. #CMWorld

— Terry Schilling (@tschill86) February 13, 2018

A2:Customers don’t always use the product or service they way we intended it to. Find use cases that vary from our intention and develop content and modify product to support what they really want to do. #cmworld

— Scott Lum (@ScottLum) February 13, 2018

A2: Convert Customer feedback into FAQs or ways to create realistic dialogue between you and people. It makes it more realistic. #CMWorld https://t.co/qbRFh7as4G

— Carlarjenkins (@carlarjenkins) February 13, 2018

Each week, we enjoy great discussions on content marketing. We hope you’ll join us! And if you have a topic you’d like to see covered, let us know in the comments below.

Want to hear more from Jay? He’ll be in Cleveland for Content Marketing World 2018. Secure Super Early Bird rates when you register by February 28, 2018. Use code SM100 to save an additional $100 at checkout.