Content marketing has proven to be a great tool for increasing engagement, building trust and closer customer relationships. In line with that, many of the field’s best practices could benefit your online support content. It might be useful to examine your support content through the lens of content marketing. We have gathered several content marketing fundamentals that can help you start.

According to the Content Marketing Institute*: 

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

The basic goals of content marketing look similar to the evolving focus of the contact centres. According to McKinsey, they are striving to turn cost centers into profit drivers. And one key to that is ensuring customers’ satisfaction and loyalty. Salesforce remarks that providing your customers with useful, engaging information makes them more likely to remain customers and purchase additional services.  It also keeps your brand in the top of their mind, making customers more likely to return to company’s digital channels for more useful information.

Content marketing practices to consider

Understand your audience

Understanding your audience is essential in content marketing. Knowing who you are talking to and what their specific needs are will provide valuable content, Salesforce remarks.  It enables marketers to make educated decisions. The knowledge about the target audience influences everything from the practical list of topics to the overall content strategy. In relation to this, gaining better understanding of your customers and their pain point can help you create more useful and engaging content. For example: being aware of the limited technical knowledge of your customers will force you to create simple, jargon free support content.

Help and educate first. Upsell second

The premise of content marketing is that, if you provide your audience with relevant, consistent information, they will ultimately reward you with their business and loyalty. Content marketing creates credibility and trust. The same should be true with your support content. By helping and educating your customers, you should build their loyalty.

In reality however, there are many sales driven customer care websites that push offers and deals before addressing users’ issues. This approach does not benefit your customer experience. It often frustrates your customers looking for solutions to their problems.  Salesforce advises to “take the focus off of your company and product.” As with content marketing, the main goal of your support content should be to help your customers. This does not mean you should not utilize your online support traffic for upsell.

Read more on how to use your support traffic for upsell.

Ensure findability

If your content cannot be found, it cannot be useful. That is why it is important to ensure your customers can easily find it. Again, knowing your audience will help you to optimize your content’s findability. For example, understanding your customers will help you shape your keyword and SEO strategy. Put yourself in their shoes and measure how difficult is to navigate to the answers of some common contact center questions.  Keep your content focused on the customer and make sure it is easy for them to navigate through your website and answer their questions.


Analytics helps marketers to identify the issues and opportunities in their content strategies and to iterate. In terms of your support content, some common metrics to use are problem resolution score(PRS), customer effort score(CES), and net promoter score(NPS). Gathering customer feedback will help you to measure the effectiveness of your content. It will also support the continuous improvement of your support content.


Content marketing is not only effective for acquiring new customers; it could also be used for retaining your existing customer base.  It’s important to know your customer base and their needs to provide them with valuable information. Helping your customers answer their questions will keep them satisfied and will ultimately help you to get more out of your customer base.



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