Turns out we can’t have mediocre, passable documentation anymore if we want to sell services and products effectively - especially to Millennials (whose spending in the United States will reach $1.4 trillion by 2020, according to Accenture). We know this instinctively, but we continue to outsource our communications development to internal staff for whom writing may not be a strong suit. Millenials actively search and review a brand’s collection of technical documents before buying, and they also want access to technical content in one place, on any device and in any language they choose. If you can offer this standard of communications material to your customers, 73% of them say they would recommend your company to friends and family.
Organizations can no longer get away with misaligned content strategy and delivery on their websites. An aligned content strategy (supported by both marketers and technical writers) underpins the delivery of seamless customer experiences. So how can organizations align marketing content with technical content, and why is this alignment so important to delivering strong customer experiences?
It's often overwhelming to build your first content marketing strategy from the ground up. How much attention should be given to blogging, social media posts, email newsletters and videos – and what topics should you cover for each? Fortunately, the experts of Forbes Agency Council have a wealth of experience in content planning, so we asked a panel of them for their best advice. Here's what they had to say.