Does Your Content Satisfy or Disappoint?

During this holiday season, you’ve probably had a frustrating retail experience where the staff is nowhere to be found.

Or they don’t know the products or their inventory.

Or you know the product is within the store walls but you can’t find it.

We leave without fulfilling our need – or we complete the purchase but vow to never return.

In many respects, your online experience has similar potential to satisfy or disappoint. Do you deliver the right content to the right audience at the right time? Is it findable, searchable and accessible? Do you create a seamless, satisfying interface or leave users aggravated and unsatisfied?

Your organization can create a powerful presence through content. In a great post on the Daily Fix Blog, Ann Handley uncovered some of these opportunities:

To have some fun. To do something unexpected. To be original. To show how our products and services live in the world … how they solve problems, help people do their jobs better, improve their lives, or make them smarter, wittier, better-looking, taller, better networked, cooler, more enlightened, and with better backhands, tighter asses, and cuter kids.

Of course, content can’t overcome flawed products, lousy customer service, poor distribution or shoddy reliability. But better content can ultimately deliver more traffic, greater loyalty and new ways to succeed. It’s up to your organization to make the commitment – and follow through.