If Google was an in-person retail company, they’d have me banned from doing business with them. My searches are the most specific and detailed searches one could imagine. I type paragraphs into the Google bar multiple times a day. One of today’s searches was “In what order should I watch Batman movies that star Christian Bale”. When the result came back with an order of watching every Batman movie ever produced, I felt like throwing my phone across the room.
I get angry at Google – unreasonably so, by the way – because I don’t care about all the other dribble out there. I just want to see what I want to see. Nothing else. If I want to know the cast members of To Kill a Mockingbird, I don’t want to hear about the life and times of Harper Lee.
It’s the same with our clients. Right now, all they want is helpful content. Whether it’s videos, blog posts, case studies, podcasts, or whatever … in the absence of being able to see people regularly, they want their knowledge gap filled with content.
Idea #4 to improving the digital experience: Only send helpful content to your customers.
That might sound silly. After all, why would you send them unhelpful content? Well, it’s not that you’re sending them content that wouldn’t be helpful – just like the life and times of Harper Lee might be pretty cool – if you really examine all the words and material that you’ve been sending, much of it is filler and sales-talk. Right now, just send them what will help them.
Don’t misunderstand what I’m suggesting. You should absolutely send content without it being requested. The great ones do this proactively. However, just send the blog post. Don’t include a 600-word text in the email. Just send helpful content!
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