Name: Rewiring consumer habits with your content
Uploaded: 2022-03-30T14:30:53.658Z
Duration: 611.38

Rewiring Consumer Habits With Your Content V3-1(1).m4v

Consumer habits content.vtt

English

{{00:00:19}}
What is it that makes
people choose self service?

{{00:00:22}}
Right?

{{00:00:23}}
A lot of people have the
ability to self-serve today,

{{00:00:27}}
but not everybody does.

{{00:00:29}}
So what is it that
makes them self-serve.?

{{00:00:32}}
So before we kind of get to
that answer, big question here.

{{00:00:36}}
Why should you as
content marketers care?

{{00:00:39}}
Why do you care about self-service?

{{00:00:40}}
Well, digital self-service drives
brand awareness and loyalty.

{{00:00:47}}
We all want that, right?

{{00:00:48}}
Content marketers, we care about
brand loyalty and awareness.

{{00:00:53}}
SaaS and this whole experience
economy that we're in today mean

{{00:00:59}}
that the ability to self-serve
is such an important part

{{00:01:06}}
of renewals and expansions.

{{00:01:08}}
It basically becomes marketing.

{{00:01:11}}
We know that great product content,
which is the technical content that

{{00:01:15}}
describes how your product works,
we know that if you do that really,

{{00:01:19}}
really well and you provided as
a form of digital self-service,

{{00:01:23}}
these things can help boost revenue
as much as great SEO content.

{{00:01:29}}
And then amazing digital experiences
of course are built on content.

{{00:01:33}}
You guys have the creative
minds to be able to make

{{00:01:36}}
these things really engaging.

{{00:01:42}}
Before we get too deep in it, we need
to understand how we measure value.

{{00:01:46}}
So a lot of businesses, obviously,
a lot of executives, they think

{{00:01:49}}
about return on investment.

{{00:01:51}}
They give you a budget to do
something and they want to know

{{00:01:53}}
what they're getting in return.

{{00:01:55}}
Right?

{{00:01:56}}
But a really customer-focused company
actually looks at return on engagement.

{{00:02:02}}
So your customers give you time,
they give you energy, they give

{{00:02:06}}
you their patience, whatever it
is, and that engagement, they

{{00:02:10}}
expect to get some value in return.

{{00:02:13}}
So we're going to talk about
what values those could be.

{{00:02:16}}
What is it they value that they
can get from your content and

{{00:02:20}}
from your digital self service?

{{00:02:25}}
So the first value that we can get
from content is convenience, right?

{{00:02:30}}
If it makes it easier for
me, that's a value to me.

{{00:02:33}}
If it's quick and easy, that's better
than if it takes a long time where

{{00:02:38}}
it's way out of the way, right?

{{00:02:39}}
Convenience is a huge value.

{{00:02:42}}
Information.

{{00:02:44}}
Of course, content
can be informational.

{{00:02:47}}
And product content more than
anything provides really detailed

{{00:02:52}}
information and really gives
this value to your customers.

{{00:02:57}}
Educational content.

{{00:02:58}}
So any of your training content,
obviously is educational, but

{{00:03:01}}
really any content that you guys
create can provide educational

{{00:03:07}}
value to your customers.

{{00:03:10}}
Community or social.

{{00:03:11}}
So community is kind of
that belonging, right?

{{00:03:15}}
The ability to come in and
just be a part of a group.

{{00:03:18}}
And the social is more about being
able to put yourself out there

{{00:03:22}}
and say, look at me, kind of like
you would on social media, right?

{{00:03:25}}
So we can get sort of a community and
social benefit from content as well.

{{00:03:33}}
And then entertainment.

{{00:03:34}}
Now, if you work for a company
that builds, I don't know tools

{{00:03:37}}
for endoscopy's, it's kind of
hard to imagine how that could

{{00:03:41}}
be entertaining in any way.

{{00:03:43}}
Right?

{{00:03:44}}
But, so we're going to talk
later about maybe a better word

{{00:03:47}}
rather than entertainment, but
at the end of the day, if you can

{{00:03:50}}
entertain, then you're definitely
adding value to your customers.

{{00:03:56}}
And we'll see some examples
of how that plays out.

{{00:03:59}}
Lastly, inspirational value.

{{00:04:01}}
So the value of ensuring that your
customers are able to, or want to do

{{00:04:06}}
more than they would do without your
content or your digital self-service.

{{00:04:14}}
What really drives customers
to serve themselves, I'm a big

{{00:04:17}}
believer that it has to be useful.

{{00:04:19}}
Okay.

{{00:04:20}}
So that made me think, well,
how do we define usefulness

{{00:04:24}}
of self-service or content?

{{00:04:26}}
And so I dove into academic research.

{{00:04:29}}
I'm kind of weird that way.

{{00:04:31}}
I do this a lot.

{{00:04:32}}
The marketing stuff, sometimes I'm
like, no, I know what goes on there.

{{00:04:35}}
I'm going to academia.

{{00:04:36}}
So, academics are looking at seven
different factors when it comes

{{00:04:41}}
to usefulness of self service.

{{00:04:44}}
The first is functionality.

{{00:04:45}}
It's obvious.

{{00:04:47}}
Convenience.

{{00:04:49}}
Enjoyment, which is in my mind,
a better word than entertainment,

{{00:04:52}}
because you can enjoy an experience
without it being really like,

{{00:04:57}}
oh yeah, that entertained me.

{{00:04:58}}
But it's like, yeah, I enjoyed that.

{{00:04:59}}
Right?

{{00:05:00}}
Security.

{{00:05:02}}
Assurance.

{{00:05:03}}
This is basically the trust you
have in the brand, let's say.

{{00:05:08}}
If you have trust in the brand,
then you'll be fairly well assured

{{00:05:11}}
and confident that the technology
you're using is competent.

{{00:05:16}}
Design, meaning UI design, as
well as the overall system design.

{{00:05:20}}
And customisation.

{{00:05:22}}
This is what we usually talk
about is personalisation, right?

{{00:05:24}}
Is it right for me?

{{00:05:26}}
Is it working for me?

{{00:05:28}}
So these are the seven factors
that every academic out there

{{00:05:33}}
that is studying usefulness
of service is thinking about.

{{00:05:36}}
They may take a subset of these or
they may take all of them, but this is

{{00:05:40}}
kind of the overall group of factors.

{{00:05:45}}
So the interesting thing is
when we think about which one

{{00:05:50}}
most impacts people's perception
of high quality experiences.

{{00:05:56}}
And it's very important to
understand like high quality,

{{00:05:59}}
what means high quality to you?

{{00:06:01}}
What means high quality to you?

{{00:06:03}}
Right.

{{00:06:04}}
I would have always thought, well,
you know, convenience probably right.

{{00:06:08}}
If convenience or functionality.

{{00:06:11}}
Conveniences at the bottom,
when they did those research.

{{00:06:14}}
So a researcher basically went through
and looked at all of these and rated

{{00:06:19}}
them on a scale of one to seven.

{{00:06:22}}
Number seven was convenience,
which kind of shocked me.

{{00:06:25}}
Every, all the others, like the other
five are sort of smushed in the middle,

{{00:06:29}}
but the clear winner, and any guesses?

{{00:06:34}}
Fun?

{{00:06:36}}
You got it.

{{00:06:36}}
Enjoyment.

{{00:06:38}}
Enjoyment was the number one when it
came to perceptions of high quality

{{00:06:43}}
content and digital self-service.

{{00:06:46}}
Cool, huh?

{{00:06:49}}
All right.

{{00:06:49}}
So the same study also talked about
a thing called technology trust.

{{00:06:53}}
This is a belief of competence and
reliability of the content or of

{{00:07:00}}
the technology that they're using,
and that influences perceptions,

{{00:07:04}}
attitudes, intentions, and behavior.

{{00:07:07}}
And even though they talked about
technology trust, I really think

{{00:07:10}}
it's content trust as well as
self-service technology trust.

{{00:07:14}}
I think the two go hand in hand.

{{00:07:20}}
What drives self-service usage?

{{00:07:22}}
Again, I dove into academia and
what I found was a study that was

{{00:07:28}}
specifically done on those same
grocery store self-service things

{{00:07:32}}
that I showed in King Soopers.

{{00:07:34}}
And they had people go through
self-service and then other people went

{{00:07:38}}
through the human checker line and they
asked them afterwards, what made you

{{00:07:42}}
decide to do whichever one you did?

{{00:07:44}}
And what they found was at
the very basic level, there

{{00:07:48}}
was a rational decision.

{{00:07:49}}
There was something like, I think
it'll save me time to go through

{{00:07:53}}
this line versus this line.

{{00:07:55}}
So there was something
rational that made them decide.

{{00:07:59}}
The next thing was an
emotional decision.

{{00:08:03}}
So the decision to self-serve was
really based on things like, well, I

{{00:08:08}}
fear looking like an idiot because I
don't know how to use the self-service.

{{00:08:13}}
Right.

{{00:08:13}}
And you can see this happening,
even if you're not at a grocery

{{00:08:16}}
store, but someone's at a computer.

{{00:08:18}}
We have this fear of failure or
fear that it'll take too long to

{{00:08:23}}
listen to the person on the phone
so that can help drive the decision.

{{00:08:27}}
And then lastly, habits.

{{00:08:29}}
So once we sort of make that rational
decision enough times, we then have an

{{00:08:34}}
emotion that is positive, hopefully.

{{00:08:37}}
Then we can start to form habits.

{{00:08:39}}
And habit oftentimes drives people,
even if the rational decision would

{{00:08:46}}
say, well, technically the self-service
will take longer today, but it

{{00:08:49}}
doesn't matter because it's my habit.

{{00:08:51}}
Right?

{{00:08:51}}
So these are the things
that really drive usage.

{{00:08:55}}
So how can content change those habits?

{{00:09:00}}
So how can we help them make
rational decisions that are

{{00:09:03}}
emotionally positive that then create
really good self-service habits?

{{00:09:07}}
Well, the first is we need to think
about content beyond just SEO.

{{00:09:12}}
SEO is great, right?

{{00:09:13}}
Like we, we obviously need really
great search engine optimised

{{00:09:18}}
content, but we need to think beyond
that, we need to really think about

{{00:09:21}}
the usefulness of the content.

{{00:09:23}}
We need to think about the form,
the function, all of the stuff

{{00:09:27}}
that we've used today to show what
gives value to customers and how

{{00:09:33}}
they think about useful content.

{{00:09:36}}
Teaching customers to fish.

{{00:09:37}}
So your content can help make a
self-service transaction easier.

{{00:09:43}}
And in doing that, you make them
more, you make that consumer more

{{00:09:47}}
educated on how to do self service.

{{00:09:50}}
So it kind of builds on itself.

{{00:09:53}}
And then lastly, we need to make
sure our content builds trust,

{{00:09:58}}
because at the end of the day,
content that builds trust will

{{00:10:01}}
bring people back again and again.

What is it that makes
people choose self service?

A lot of people have the
ability to self-serve today,

So what is it that
makes them self-serve.?

So before we kind of get to
that answer, big question here.

Why should you as
content marketers care?

Well, digital self-service drives
brand awareness and loyalty.

Content marketers, we care about
brand loyalty and awareness.

SaaS and this whole experience
economy that we're in today mean

that the ability to self-serve
is such an important part

We know that great product content,
which is the technical content that

describes how your product works,
we know that if you do that really,

really well and you provided as
a form of digital self-service,

these things can help boost revenue
as much as great SEO content.

And then amazing digital experiences
of course are built on content.

You guys have the creative
minds to be able to make

Before we get too deep in it, we need
to understand how we measure value.

So a lot of businesses, obviously,
a lot of executives, they think

They give you a budget to do
something and they want to know

But a really customer-focused company
actually looks at return on engagement.

So your customers give you time,
they give you energy, they give

you their patience, whatever it
is, and that engagement, they

So we're going to talk about
what values those could be.

What is it they value that they
can get from your content and

So the first value that we can get
from content is convenience, right?

If it makes it easier for
me, that's a value to me.

If it's quick and easy, that's better
than if it takes a long time where

And product content more than
anything provides really detailed

information and really gives
this value to your customers.

So any of your training content,
obviously is educational, but

really any content that you guys
create can provide educational

So community is kind of
that belonging, right?

The ability to come in and
just be a part of a group.

And the social is more about being
able to put yourself out there

and say, look at me, kind of like
you would on social media, right?

So we can get sort of a community and
social benefit from content as well.

Now, if you work for a company
that builds, I don't know tools

for endoscopy's, it's kind of
hard to imagine how that could

But, so we're going to talk
later about maybe a better word

rather than entertainment, but
at the end of the day, if you can

entertain, then you're definitely
adding value to your customers.

And we'll see some examples
of how that plays out.

So the value of ensuring that your
customers are able to, or want to do

more than they would do without your
content or your digital self-service.

What really drives customers
to serve themselves, I'm a big

So that made me think, well,
how do we define usefulness

The marketing stuff, sometimes I'm
like, no, I know what goes on there.

So, academics are looking at seven
different factors when it comes

Enjoyment, which is in my mind,
a better word than entertainment,

because you can enjoy an experience
without it being really like,

This is basically the trust you
have in the brand, let's say.

If you have trust in the brand,
then you'll be fairly well assured

and confident that the technology
you're using is competent.

Design, meaning UI design, as
well as the overall system design.

This is what we usually talk
about is personalisation, right?

So these are the seven factors
that every academic out there

that is studying usefulness
of service is thinking about.

They may take a subset of these or
they may take all of them, but this is

Best Practice

Companies are expanding their self-service capabilities and trying to encourage their customers to use self-service more often. Gilhooly explains the vitality of creating a habit of self-service and how to do it by providing valuable content.

Given a choice between different kinds of service, what makes a consumer opt for self-service? And why should marketers care? A good digital self-service experience encourages consumer loyalty and at the heart of that experience is good content. Gilhooly explains how to give your customers a self-service experience that keeps them coming back for more.

Self-service

Content Creation

Digital Content

Content Strategy

thumbnail_VP customer experience at Zoomin.jpg

xsmall_VP customer experience at Zoomin.jpg

VP customer experience at Zoomin.jpg

Megan Gilhooly

Senior Director of Self-Help and Content Strategy

To engage your customers, your content needs to be valuable. Each customer may differ, but Gilhooly outlines the seven most prevalent values for customers that content marketers should be aware of.

Providing value for customers

Convenience may seem the most important factor for a high-quality experience, but you're wrong. Gilhooly walks through seven points that measure the use of self-service for a consumer.  


Empowering customers to self-serve

It is a process to change customer habits and high-quality content is an effective way to accomplish this. The ultimate goal of digital content is to build trust through habits.