Weighing content on the side of customer needs is more strategic because customer perspectives on your offerings differ from your product managers. Customers:
- Approach your products depending how and when they use it
- Seek value
- Require clarity
- Thinking of your offerings as a continuum and present your content in that way. Be prepared to work across product and service lines. This will provide your business the opportunity to start bundling.
- Generate content that will improve the customer’s knowledge and increase their value perception. This provides the business the forum to cross-market.
- Always include customer service information at your top level. Customers will have a fast track to resolving their issues and you show how the business stands behind their products and services.
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