6 ways to empower your customers with content
23/08/2024
You’ll want to empower your customers (and make it a top priority). That is, if you’re looking to improve brand trust and establish customer loyalty.
You can certainly do that through content. Yet, not all marketing and content efforts are created equal—or created to empower people, for that matter.
Some are created to make people feel inadequate (by pushing products onto them and pressuring them into believing they need these products to survive).
Others are created to make people feel empowered to make the right choice for themselves.
And 70% of the customer’s journey is influenced by how customers perceive they are being treated. You do the math and make your choice.
But remember this: brands that empower their customers win in the end.
In this article, we’ll discuss why empowerment matters and six ways you can empower your customers with content. We’ll also showcase three brands that are successful at doing so.
Why empowerment matters for brands (and customers)
Empowering your customers goes beyond just making a sale. It builds a foundation of trust and loyalty that drives long-term success. When customers feel empowered, they are more confident in their decisions and more likely to engage with your brand positively.
And when you provide valuable information, offer genuine support, and respect customers’ choices, you position your brand as a trusted partner rather than just a vendor.
This transforms your relationship from transactional to transformational. A relationship that translates into deeper brand-customer connections and encourages repeat business.
Additionally, empowered customers are more likely to become advocates for your brand. They will happily share their positive experiences with others, a step that can amplify your reach and improve your brand’s reputation.
6 ways to empower your customers through content
Empowering your customers through content is essential for building lasting brand trust and customer loyalty. That’s because content (when done right) can create meaningful connections that strengthen your brand’s image, positioning, and perception.
So, before you start creating content, here are six effective strategies to help you empower your customers with it.
1. Create valuable and relevant content
To truly empower your customers, focus on delivering content that provides real value and addresses their specific needs. For instance, if you run a fitness brand, you might create workout plans, nutrition guides, and exercise tips tailored to different fitness levels.
By addressing their concerns and interests, you not only build trust but also position your brand as a valuable resource. Valuable content encourages customers to return and engage with your brand regularly.
Furthermore, ensure that your content is relevant to your audience’s current needs and preferences. For example, if you’re in the tech industry, updating your blog with the latest technology trends or offering guides on new software updates keeps your content fresh and pertinent.
Regularly reviewing and updating your content helps maintain its relevance and aligns with your audience’s evolving interests, enhancing their perception of your brand as a trusted advisor.
2. Educate and inform your audience
Empowering your customers also means providing them with the knowledge and skills they need to make informed decisions. Develop content that educates your audience about your industry, products, or services.
For example, a skincare brand might create video tutorials on proper skincare routines or blog posts about the benefits of different ingredients.
In addition to traditional educational content, consider hosting live Q&A sessions or workshops.
For instance, a financial advisor could offer a webinar on retirement planning, allowing customers to ask questions in real-time. These interactive opportunities provide immediate answers, establish a strong connection between your brand and your audience, and improve their overall experience.
3. Provide tools and resources for self-service
Today’s customers don’t want to be served by brands. They want to self-serve. In fact, 47% of B2B buyers consume 3-5 pieces of content before even considering engaging with a sales representative.
If you want to empower your customers, offer them tools and resources that allow them to find solutions on their own.
For example, a software company might provide a comprehensive knowledge base with tutorials, FAQs, and troubleshooting guides. This will help your customers resolve issues independently and make their experience so much more efficient.
Additionally, consider developing interactive tools like calculators or templates.
For instance, a financial planning website could offer a budgeting calculator that helps users plan their expenses. These self-service resources provide immediate value and position your brand as a proactive problem-solver. It also enhances your customers’ confidence in using your products or services.
4. Showcase customer success stories
Highlighting customer success stories is a powerful way to empower your audience by demonstrating real-world applications of your products or services. Share detailed case studies and testimonials that illustrate how your solutions have positively impacted other customers.
For example, a software company might feature a case study of a business that significantly improved its operations using its software.
Ensure that these success stories are detailed and relatable. If a customer in the e-commerce sector increased their sales by 30% using your platform, share the specifics of their experience and results.
By putting a spotlight on your customers’ achievements, you celebrate their successes and reinforce their positive experiences with your brand.
5. Encourage customer interaction and feedback
Empowering your customers involves actively inviting them to engage with your content and share their feedback. Create opportunities for your audience to interact through comments, surveys, or interactive content like polls and quizzes.
For example, you could run a survey asking customers about their preferred features for a new product. This not only helps you gather valuable insights but also makes your customers feel heard and valued.
Incorporate feedback into your content strategy to show that you’re responsive to customer needs. If your customers suggest improvements or new features, reflect these changes in your content.
For instance, if a significant number of customers request a particular topic in your blog, prioritize creating content around it. Demonstrating that you act on customer input builds trust and shows that your brand is genuinely interested in meeting their needs.
6. Offer personalised content and experiences
Personalisation is key to making your customers feel valued and understood. Use data to customise your content and brand experiences to individual preferences.
For instance, an online retailer might send personalised product recommendations based on past purchase behaviour or browsing history.
Moreover, personalisation extends to the overall customer experience. A travel agency could offer customised vacation packages based on a customer’s previous trips and preferences.
By aligning your content and experiences with each customer’s preferences, you strengthen their connection to your brand and increase their loyalty and engagement.
3 brands that empower their customers with their content
Not everyone knows how to empower their customers. But these three brands do. And they demonstrate how effective content can inspire, educate, and support customers in meaningful ways.
Here’s how they’re doing it right:
HubSpot: offering valuable, actionable marketing resources
By focusing on education, HubSpot empowers its customers to achieve their personal and professional goals.
HubSpot is an expert at empowering its customers through its wealth of free, high-quality educational resources. These include in-depth blogs, eBooks, webinars, and online courses. All of HubSpot’s valuable content helps its audience improve their marketing, sales, and service skills.
Moreover, HubSpot’s content is designed to educate and inform rather than merely promote its products. For instance, their HubSpot Academy offers free certifications on various marketing and sales topics, which helps users gain industry-recognised credentials and advance their careers.
Nike: using inspiring stories and user-driven content
Nike uses storytelling and powerful content to empower customers seeking motivation and inspiration.
Through campaigns like “Just Do It,” Nike shares stories of athletes overcoming challenges and achieving greatness, which resonates with people who seek motivation and inspiration.
Nike’s content also encourages people to push their limits and believe in their potential. For example, their Nike Training Club app offers free workout routines and expert advice to help users improve their fitness.
This empowering approach aligns with Nike’s brand ethos of inspiring individuals to reach their personal best. This helps the company create a strong emotional connection with its audience while building trust and loyalty.
Trello: providing comprehensive guides and templates
Trello offers practical advice and real-world applications to empower its customers to effectively manage their work.
Trello, a project management tool, empowers its users by providing practical, actionable content that helps them get the most out of their product.
The Trello Guide takes users on a step-by-step journey to make the most of the tool, with insights and tips on optimising workflow and productivity. In fact, it promises to make you a Trello expert in nine easy steps.
Moreover, the Trello Customer Stories section features stories from users who have successfully implemented Trello in unique ways, giving others ideas and strategies to improve their own workflows.
Their content continuously showcases Trello’s versatility (as a tool) and their human-like soul (as a brand). It also empowers users to tailor the tool to their specific needs and engage with the brand as though it were a friend.
How ONO Comms can help you empower your customers
Want to empower your customers without sounding like you’re trying to push your products on them? At ONO Comms, we can help you do just that with our content strategy and copywriting services.
We’re a team of content strategists, writers, editors, and SEO professionals who work together to ensure that your content perfectly meets the requirements of your business and your audience.
To get started, contact us or schedule a free consultation with our founder.
