The eleventh video of ourContent Strategy Advent Calendar, starts with some bold words from Gerry McGovern.
Stop talking about your content! What should we be talking about and focusing on instead? The answer is in the video, of course …
Stop talking about your content. Every time you want to talk about your content, talk about your customer instead. Focus on what they want to do, not what you’re doing. In organisations we spend far too much time concerned about our activities and our objectives. Whereas what we should be focusing on, if we want to deliver excellent customer experience, is what the customer wants to do.
Focus on the outcomes of the customer, what the customer is able to achieve, what the customer is able to do. Rather than what you are able to produce.
Too many organisations are fantastic at producing vast quantities of content that nobody is remotely interested in reading.
So how do we solve that? By focusing on what our customers genuinely need. So focus on your customer, not on your content.
Gerry has published six books about the need for customer-centricity in the online world. His latest book, Transform, explains why digital transformation is far more about culture change than technology change. Gerry has spoken and consulted on online customer experience in 35 countries. His company, Customer Carewords, specializes in helping large organizations (such as Microsoft, Cisco, European Commission, and VMware) deliver a better customer experience online through focusing on making the top customer tasks easier to find and simpler to do.