Читать книгу The Customer Education Playbook - Daniel Quick - Страница 18

You'll usually find the blog, email marketing, and social media accounts housed under marketing, but customer education is beginning to take on some of these responsibilities, too. This is especially true if your customer education program functions as a center of excellence focused on the industry to which your customers belong. Blogs and social media are a great way to address the learning needs of potential customers earlier in the funnel, but they're super helpful for your customers, too! It's unrealistic in the modern era to assume that people are always going to head to your academy and learn. It's much more likely that they will find something by Googling organically, while they're scrolling through a social media feed, or because of a well-timed email marketing campaign. People are learning everywhere, from YouTube to TikTok, and you need a strategy in place for that. Customer education has a perspective around the industry that other departments may not have; we understand what people need to learn, and we have plenty of experience developing engaging content. If this content isn't under your purview, make sure you're at least a close contributor with the content marketing team.

How to Build and Staff Your Blog and Social Media Accounts If you're taking the wheel with marketing content like the company blog and social media accounts, your technology stack is actually catchy videos and snappy content! What you really need here is just a content strategist who is savvy around social media and knows how to create engagement levels that go through the roof.