4 Content Secrets Every Business Can Use

Every business is under more pressure than ever to deliver exceptional digital experiences to their customers. Content similar to text, images, video, and more is the essence of those digital experiences, so every business must have the right content. Why not learn from the pioneers of digital experiences, SaaS (software as a service) firms?

Consider why SaaS firms like Intuit and Salesforce are great at content. From day one, successful SaaS firms support the end-to-end customer experience with a number of content, from inspiring podcasts to explainer videos and contextual help. As the former head of content at Mailchimp, I know firsthand that when the customer experience is digital, content is key. Consider these 4 content secrets that may profit every business.

1. Show AND tell us about your brand’s purpose

A meaningful purpose can set a brand apart from any generation, but especially the rising Generation Z. A recent study by Roundel found that 73% of Gen Z only purchase from brands they imagine in.

Adding purpose to a brand starts with defining it. But purpose doesn’t end there. A brand must exhibit its purpose, or it risks being perceived as inauthentic or even hypocritical.

Salesforce is a model for showing, not only telling, its purpose through content. From almost day one, Salesforce has said its purpose is to “build stronger relationships.”

The successful SaaS recently launched a Netflix-like experience called Salesforce+. The streaming service provides on-demand, high-production-value content on current business and marketing topics, often engaging Salesforce customers.

I’m not saying every company has to be Netflix. But every company can offer content that brings its purpose to life. For example, The Home Depot offers design, shopping, and inspiration guides that show it empowers you to “do more.” Patagonia’s catalog reads more like an outdoor magazine, with stories illustrating its commitment to (*4*)

2. Go beyond customer support and focus on customer success

Great SaaS has discovered the way to digitally enable customer support and customer success. Exceptional SaaS offers content that helps customers solve problems and gain more value.

Examples of content include, but are not limited to:

• Microtext similar to labels, instructions, headings, icons, and error messages.
• Wizards or interactive step-by-step guides.
• Frequently asked questions easily accessed via chat and voice search.
• Context-sensitive help, e.g. in the type of tooltips and notifications.
• Best practices based on the experiences of our most successful customers.
• Chatbots or copilots that use FAQs, contextual help, and other content.

An awesome example of SaaS is Intuit Assist, an AI-powered advisor that runs across all Intuit products—and has earned accolades like Fortune 50 AI Innovators. Forward-thinking firms are taking note. Wal-Mart, for example, recently launched copilot, which lets customers ask, “Help me plan a Halloween party,” and receive relevant product suggestions across all departments.

Not ready for a full-fledged AI bot or co-pilot? Your company can leverage content to assist customers and then train the AI ​​bot or co-pilot.

3. Promote less, lead more

Every business faces the challenge of merchandising their products or services to drive growth. Look at how high-growth SaaS makes customers aware of relevant latest offers. Instead of repeatedly sending ads and sales-style emails, the best SaaS encourage customers to try latest features, products, or services by suggesting them to customers who are almost definitely to learn from them, at the right time.

For example, during my time at Mailchimp, the SaaS was growing rapidly and adding features consistently. So while engineers were building features, my teams were creating content to encourage and support customers. We found a strong correlation between suggesting a helpful how-to article for a latest customer trying a feature for the first time, that customer’s success, and tens of millions of dollars in revenue.

I’m not saying what you are promoting should never advertise again. But I’m willing to bet that there will probably be a lot more interest in what you offer if you lead your customers.

Even a product so simple as a stick eye shadow, like the hugely successful Thrive Causemetics, comes with detailed descriptions, instructions (each text and video), photos suitable for different skin types, answers to regularly asked questions, statistics, skilled advice from the founder, and much more.

4. Organize your content

This secret is about what happens behind the scenes with content. There’s no content fairy who magically creates and curates content. (No, not even AI can do that!) But there are content operations—the combination of individuals, processes, and technology that orchestrates content from start to complete. Smart SaaS is rapidly evolving its content operations to scale. At Mailchimp, I added modern content roles, defined latest processes, and led the adoption of content workflow software.

Pfizer recently realized how vital its content operations are to sustaining and growing its business. At Adobe Summit, Jane von Kirchbach, senior vice chairman of digital, said that “we’ve touched over a billion lives during the pandemic. This is our time to strengthen the way we engage with our customers, patients, physicians, and hospitals. Content is at the heart of this transformation.”

Pfizer transformed its content operations by streamlining its end-to-end content supply chain, automating workflows, and using AI to drive content development. These changes reduced content creation time by greater than 50%.

So, when what you are promoting must compete on digital experiences, you’ll be able to gain an advantage by operating like a world-class SaaS. Infuse your digital experience with content that demonstrates your purpose and empowers your customers to succeed. And arrange the right content operations to scale. The higher what you are promoting is at content, the more it should grow.