As a customer I’ve often stated, sometimes out loud and littered with expletives, “Why did they treat me like that?” As an agency owner I get to ask the more interesting question – “How did they treat me like that.” Interactions with brands, online or in-person, should always exceed the vending machine experience of -put money in-take product out-go home. But often that is exactly the experience we get.
I’ve come to believe there are only 3 types of brand experiences:
1- Exceptional experiences you tell people about. – Mailchimp
2- Terrible experiences you tell more people about. – FatCow
3- Average experiences you forget about. – Exxon gas station
I recently interacted with the following brands and I believe that a content-first strategy would help all these brands.
Exceptional Experiences:
Roku – So much untapped potential here.
Warby Parker – An A+ experience that is so good they could do much better.
Terrible Experiences:
Shoebacca – A favorite site that fails me over and over and over.
Adobe – How do you fail me? Let me count the ways.
Forgettable Experiences:
USPS – I need to mail a letter. Mailed it. Zzzzzzzzzz.
SurveyMonkey – If you’re going to do one thing well, do it really, really, really well.
If you are a decision maker at any of the above brands I’d be happy to help you commit to being amazing.
-Ian