Speaking at Marketing’s Customer Experience Conference 2015, Vivek Kumar, director and head of NTUC Membership, said that most content today does not engage the consumer and rarely makes an impact in their decision-making process.
However, effective content is crucial to the customer experience. According to a study by the CMO council, 80% to 90% of consumers, particularly in the B2B sector, will buy from a brand that has content that appeals to them.
It is now a must for companies to adopt a holistic view on content creation and exceed a consumer’s expectations. So how exactly do marketers create content that cuts through the clutter and resonates with consumers?
