Creating consistent and meaningful connections with customers is one of today’s biggest challenges for marketers. While they sometimes struggle to collect and reuse information to develop valuable content, sources are scattered and structured inconsistently. This whitepaper highlights the need to leverage product and marketing content, outlining:
Product documentation is usually published in PDF format and available for download in a dedicated area of a company’s website. Although PDFs have many advantages regarding layout and formatting, there are some disadvantages with respect to user experience:
Marketing content is easily managed through a web content management system (WCMS), such as Drupal. Product documentation, however, demands more advanced editorial systems.
Managing technical content requires a granular and structured approach to support complex products and workflows:
CCM and PIM systems successfully address professional authoring, editing and publishing of product documentation. The integration of these systems and their outputs remains a challenge and often negatively impacts customer experience.
To ensure all potential users will have a consistent experience with accessible, user-friendly documentation, the various content sources and management systems must be integrated. This integration enables companies to do things such as make product catalogs available directly through their corporate websites as opposed to providing them via separate PDFs. The seamless integration of product and website information creates a competitive advantage by improving customer experience and thus increasing revenue from both new and existing customers.
Buyers spend 70% of their purchase decision making process searching for information online before contacting a supplier. The more complete and accessible information you have available about your products and services, the more likely you’ll be considered and selected as a potential vendor. Why? Because providing accessible product content improves customers’ purchase and after-sales experience. The better the experience customers have, the more likely they are to advocate or recommend a product, service or brand to friends and colleagues. This word-of-mouth serves as an effective “pre-sales” process that can increase win rates and revenue.
There are many ways to improve customers’ experience with product documentation. As we have learned from the previous observations, incorporating product documentation with marketing content can greatly benefit customer experience, increase revenue and boost brand advocacy, enabling your business to:
The following diagram shows how a WCMS can serve as the integrating layer that connects marketing content and technical information, while still enabling each subsystem to autonomously manage its own master data.
This configuration facilitates a wide variety of interesting conversion scenarios and customer experience benefits, such as:
Aware of the need to create consistent multichannel experiences, AMPLEXOR developed an end-to-end solution that breaks information siloes and optimizes communication flows, supported by the latest technology, trends and best practices.
Amplexor TechCom Suite aligns the quality of your communication with the excellence of your products. As part of an enriched user experience, we ensure your product information reaches your global audience through seamless integration with our translation platform. We also enable you to leverage customer insights and users feedback to continuously improve customer engagement and drive conversion.
Free white paper on how to align the quality of your communication with the excellence of your products