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What is customer experience and why does it matter?

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InMoment brings new AI capabilities to understanding the customer and employee experiences

Marketing your services is essential for building your brand image and reputation. One of the best ways to do so is by prioritizing customer experience (CX). 

Customer experience focuses on the relationship between a business and its customers. It includes every form of interaction or communication with the customer, whether direct or indirect, even if it doesn’t result in a purchase. When optimizing for customer experience, marketers emphasize tasks that increase engagement at every touchpoint.

In this article, we’ll dive deep into why and how businesses should have a more customer-centric approach and answer the most frequently asked questions about customer experience. More specifically, we’ll cover:

Estimated reading time: 15 minutes

Why is customer experience important?

A positive customer experience can massively boost your business. It can help retain clients and encourage them to refer your company to others. After all, word of mouth marketing is one of the most influential elements driving purchase decisions today. In fact, 84% of customers say they trust online reviews as much as personal recommendations, according to BrightLocal’s Local Consumer Review Survey.

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Marketers are recognizing the benefits of CX platforms and strategies in growing numbers, especially after the onset of the COVID-19 pandemic. 94% of marketers changed their digital CX strategy over the 18 months following the pandemic onset, according to Acquia’s Global CX Report. And data from Pointillist suggests that digital transformation of tools and strategies remains one of the top CX priorities for brands.

Customer experience can make or break your brand, so marketers would be wise to invest in solutions that drive positive interactions. 

Examples of positive customer experience

Essentially, customers are more likely to return to your business if they feel like their needs are understood and expectations are met. This includes listening to customer feedback and implementing changes.

Some other examples of positive customer experience include:

  • Intuitive website design.
  • Realistic expectations about products or services.
  • Sales being transparent about pricing.
  • Easy-to-access self-help resources.
  • Always-available live customer support with a short waiting time.
  • Proactive messaging around known issues.
  • Use customer feedback to understand your audience thoroughly.
  • Smooth omni-channel experiences (ex. website and mobile app integration)

Good customer experience encompasses more than the absence of disjointed elements. It requires brands to proactively engage with customers in creative ways to foster greater engagement.

Examples of bad customer experience

Poor customer experience, on the other hand, may cause serious damage to your brand’s reputation and negatively impact brand loyalty. The implications of bad customer experience are far-reaching and may involve customers switching to a competitor, poor lead conversion, and a drop in your customer lifetime value.

To put it simply, a bad customer experience is when a customer feels a business has failed to meet their expectations. The most common indicators of poor customer experience in digital interactions include:

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  • Having to enter information multiple times.
  • Unresolved issues/questions.
  • Too much automation.
  • Service that is not personalized.
  • Websites that are slow to load.
  • Confusing UI/UX.

Poor customer experience has the potential to derail your B2B marketing campaigns. Because so much time and effort is put into purchasing decisions, these potential buyers are more aware of disruptions and discrepancies that make their jobs even more difficult. Brands that force customers to take undesirable actions or sift through disjointed experiences will inevitably see more drop-offs.


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How to choose the right customer experience strategies

While many customer perceptions of your brand hinge on personal preferences, there are plenty of tactics marketers can enact to foster better experiences. These strategies are designed to measure, facilitate, and foster more positive customer experiences at every touchpoint.

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Here are some tips on how you can improve your customer experience strategy.

Create feedback loops

Customer feedback is the easiest way to understand what your customers expect from you and understand how to provide them with a better experience. It provides first-hand insight into what customers think about your brand, what issues they have, and what works for them. 

Remember to acknowledge their feedback and do your best to act on it. This builds trust, shows your customers that you care, and gives them a solid reason to continue doing business with you.

Create an omnichannel experience

When you develop an omnichannel CX strategy, you’re creating a more efficient and effective way for customer service agents to interact with customers. Having multiple channels that integrate within a single system allows customers to pick up right where they left off, providing a consistent communication journey and delivering a good experience across channels.

Source: Blueshift

Personalize the user experience

Personalization includes interactions through customers’ preferred method of contact, product recommendations based on past purchases and search history, or an online experience tailored to each customer.

Using data to figure out who your customer is (their preferences, habits, basic personality, etc.) helps marketers better understand what customers expect, which can lead to faster support and resolutions. 

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Empower customers through AI

Digitalization is evolving at an increasingly rapid rate, and through it, so are machine learning applications, chatbots, or mobile messaging. AI-powered chatbots and virtual customer assistants are effective for quick, repetitive tasks. 

Keep In touch with your customers

Ensuring your customers remember you is essential to retaining them. Following up with customers through their preferred contact method or surveys can help you learn where to improve your business and show your customers they matter. Adding them to a mailing list can also be a way to send them personalized recommendations, letting them know when you expand your services or offer them seasonal or customized discounts. It helps you build trust and familiarity with your customers.

Deliver proactive experiences

In addition to acknowledging and responding to customer reviews and feedback, businesses can be proactive in their approach. Anticipating customers’ needs and solving problems before they arise or escalate can help generate unique and personalized experiences.

Create a FAQ page

Customers often prefer resolving issues on their own rather than contacting a live service agent if the issue is fairly common. You can help them by making self-help services more accessible and easy to use. Usually, this is in the form of a FAQs page that quickly resolves relatively common customer questions. Ensuring that your content is accurate and regularly updated is crucial – an unhelpful article can quickly translate into a poor experience.

Use analytics to improve the customer journey

Research and data provide many insights into the efficiency of your customer support team. Data helps improve customer satisfaction with the interactions, provides insights regarding consumer behavior trends, and much more. Modifying processes and services with your customers in mind begins with understanding what your existing data is telling you.

1645566549 290 What is customer experience and why does it matter

How to measure customer experience?

Customer expectations are constantly changing, so the services put forth to meet their expectations need to change with time as well. Being able to measure how well your customer experience strategies are working allows you to know what’s helpful and what to improve.

Many marketers map out customer journeys to better understand their experiences. This exercise helps them see the buying experience from the customer perspective, allowing them to more easily pinpoint areas in need of improvement. 

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Mapping out customer journeys also provides a good framework for measuring the success of marketing campaigns. Whether it’s how engaged customers are with your content or how many purchases are made, marketers can customize these maps to reflect their brand’s KPIs.

Here are some of the most effective ways marketing teams can measure customer experience.

Use data to analyze customer satisfaction

Surveys can give you insight into factors like customer satisfaction scores (CSAT) and Net Promoter Scores (NPS). CSAT surveys measure customers’ satisfaction with the product or service they receive from you. They are usually expressed with a 5- or 10-point scale (where 1 means “very unsatisfied” and 10 means “very satisfied”) or through binary yes/no answers. NPS is a customer loyalty score derived from asking customers, “On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?” You can, of course, choose to modify the question slightly to suit your brand or business.

CSAT surveys are more specific to the product and service they receive from you, while NPS is more focused on customers’ overall feelings toward your brand.

Customer effort score (CES) measures the experience customers had with a product or service in terms of how “difficult” or “easy” it was for them to complete an action or obtain a resolution. CES surveys are often sent out after an interaction with customer service, with questions such as, “How easy was it to get your issue resolved today?” It is a great way to keep in touch with your customers and gain quick feedback.

Analyze customer churn rate and the reasons behind it

Customer churn is a normal part of business, but it’s vital that you learn from it so that you can prevent it from happening due to poor customer experiences.

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Regularly analyzing churned customers can help determine whether your churn rate is increasing or decreasing. It can also help you understand the reasons for churn; for example, if customers responded well to your personalized communications and returned for business, you know that team or area of your company is doing a good job.

Community forum discussions are a great place to understand customer pain points, how customers receive and use your product and what they are asking for. It works like customer feedback, which can provide direct insight into how customers feel about their interactions with your business.

Forums can be shared via email surveys, social media, or a community page and give customers the chance to offer suggestions proactively.

Look at customer service data 

Look into how long customers have to wait before reaching live service agents or getting an answer. Long wait times are a major reason for poor customer experience.

Also, look for recurring issues among support tickets and understand why they exist. Resolving these issues before customers bring them to you allows you to decrease the total number of tickets your agents receive while providing a streamlined and enjoyable experience.

Talk to customer-facing staff 

In addition to creating feedback loops with customers, marketers should build them with their employees as well. Customer-facing staff, like service agents, may have insights based on direct input from customers or their own experience while dealing with customers. This allows you to understand if and why employees may be having difficulties meeting expectations and what you can do to improve that.

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Customer experience platforms are designed to help brands manage their interactions with customers to enhance customer satisfaction. They serve as a single place for brands to manage the entire customer lifecycle journey, from overseeing a customer’s interaction to responding to queries.

As customer expectations keep rising, it is crucial for brands to use personalization to improve customer experience. Here are some of the most popular customer experience platforms that can enhance your customer experience.

Zendesk

Zendesk offers many features, such as a ticketing system for quicker customer service, that lets you build an integrated help center and a community forum for consumers who use your products. It is very easy to navigate and has many customizations, giving you a complete view of every customer interaction. It also helps your business stay aligned by enabling a complete sync between all agents with its Sunshine platform.  

Sunshine has a unique feature called the “Zendesk Marketplace,” which allows you to connect to 1,200+ apps. A one-stop shop to find partners, apps, and integrations, it increases agent productivity and streamlines workflow. 

Adobe Experience Manager (AEM) 

The most striking feature of the Adobe Experience Manager is its open architecture, allowing you to easily integrate it with existing enterprise software systems. AEM gives you a powerful enterprise toolkit that includes web analytics, automated tools for personalized content experiences, and smart tools to rapidly source, adapt, and deliver your assets across digital audiences. 

It can help customers through every step of the process from acquisition through retention with its digital enrollment and forms feature. The feature also offers end-to-end digital document solutions, which make it easy to create responsive forms that customers can easily complete and securely e-sign. 

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Satmetrix

Satmetrix offers brands holistic customer experience solutions, including omnichannel feedback and a customer journey-based design. Its features enable you to combine and analyze all forms of feedback across the customer journey. And, its VOC solution NICE Satmetrix allows you to optimize customer experiences by giving you unified customer feedback from millions of customer interactions.

Satmetrix is built to enhance efficiency by acting in real-time to empower front-line employee performance and help them resolve issues through automated agent workflows.

Zoho CRM Plus

Zoho CRM Plus helps brands improve customer experiences through its wide range of unified solutions. The platform provides marketers with omnichannel engagement support, social media marketing tools, marketing analytics, chatbots, and customer segmentation features.

The platform’s emphasis on unification can help brands meet customer expectations at every stage of their journey. And, since it’s a CRM, the tool brings all team members onto the same page to prevent disruptions in communications.

Qualtrics

The Qualtrics customer experience platform uses AI and automation to provide marketers with resources to foster greater levels of engagement. Qualtrics can use customer data to generate feedback forms, surveys, and other resources that address your audience’s most pressing needs.

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This experience management solution also helps brands make better campaign decisions with recommended actions based on customer trends and patterns.

The number of customer experience platforms available is growing by the day, and for good reason. They’re one of the best ways to help you attract and retain loyal customers. They are driving the future of quality customer experiences for companies worldwide and helping build powerful brands.

Frequently asked questions about customer experience

Marketers and brands know customer experience solutions are necessary to increase engagement and ROI, but many have questions regarding why it’s important, how to deliver results, and how to improve it.

Here are some of the most popular questions marketers ask regarding customer experience.

What is the difference between customer experience and customer service?

Simply put, customer service is just one part of the whole customer experience. 

Customer experience is a customer’s overall perception of your company based on their interactions with it. In comparison, customer service refers to the specific interactions within the experience where a customer is seeking assistance or support. 

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Customer service is generally reactive – it only comes into play when customers contact the company for support or feedback. On the other hand, customer experience is proactive – you can optimize how customers feel about your business before they even reach out or have an issue.

What is great customer service?

A great customer experience is quick and easy, but it also reflects empathy and customers’ values. They crave personalized experiences. In fact, roughly 80% of consumers are more likely to make a purchase when brands provide personalized experiences, according to data from Epsilon.

What can cause a bad customer experience?

In short, a bad customer experience fails to meet customers’ needs. Long wait times and having to repeat information multiple times are two major factors that can cause a poor experience. Research from Qualtrics found that 80% of consumers say they would switch to a competitor following a poor customer experience with a brand.

What is the role of customer experience?

The role of a customer experience team is to ensure your company is meeting customers’ needs and expectations. This includes gathering customer data like feedback and churn rates and sharing them with various teams across the company to solve issues and make sure they aren’t recurring.

What is customer experience management?

Customer experience management involves designing ways to ensure customer interactions meet or exceed their expectations. The aim is to promote greater customer satisfaction, loyalty, and advocacy. This can be done by focusing on marketing, sales, product, and customer service.

However, to successfully manage customer experience and deliver value, businesses should look at the organization as a whole instead of trying to figure out how to improve each part. Looking at the areas individually can be time-consuming and leads to businesses missing out on how these areas affect each other. Taking a more holistic approach while monitoring the customer journey can lead to more satisfaction and loyalty.

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Click here to download!


How improved customer experience helps brands

According to the U.S. Census Bureau, more than 5.4 million new business applications were filed in 2021. This is a clear indicator that businesses will have to be unique, experience-driven, and differentiable to succeed. Enabling excellent customer experiences will act as a huge differentiator for your brand, helping with customer acquisition, brand loyalty, and customer retention. 

Here are some of the most important benefits of improved customer experience.

Greater profits

Companies that excel at customer experience drive higher revenues and profits than their competition. A better customer experience leads to higher customer retention, a five times cheaper alternative to customer acquisition.

Word of mouth and brand loyalty 

Word of mouth marketing is key to organic growth. Excellent customer experience means customers are more than happy to recommend your brand to their inner circle and are open to purchasing your products again. 

Enhanced customer experiences help you build a strong connection with your customers. It helps you create a winning experience that helps you stand out from your competition.

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Improved company culture and reputation

Building a better customer experience helps you nurture a company culture that is centered around customer satisfaction. This is especially important today in the digital age, where customer feedback can either make or break your brand. 

Improving customer experience creates a powerful foundation for your company as one that pays attention to the evolving needs of its customers. It is one of the most undervalued assets of any business and can scale up your growth, sustainability, and reach. It will grow your brand value exponentially. 

Provide the best customer experience you can

Think of the last time you had a great experience purchasing a product or service – how did that experience leave you feeling? Now, do the same for a poor experience you’ve had as a customer. What would you have liked that business to do better?

Having a customer-centric approach when coming up with new ways to grow or promote your business can go a long way. Collecting customer feedback and analyzing trends to improve negative experiences and enhance positive ones will help boost customers’ feelings about your company. A happy customer is likely to come back for more – they’re one of the best ways to increase brand awareness. At the end of the day, customer satisfaction should be a key part of your marketing plan. 


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About The Author

4 ways to build a successful ABM strategy

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.

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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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