How Content Owners Can Drive Long-Term Value for Audiences

By Chris Smith on February 08, 2018

Consumers are cutting the cord and replacing traditional pay-TV services with on-demand streaming services. There’s a simple reason that companies like Netflix, Amazon, and Hulu are winning— they know how to be a customer-centric business.

What do customer-centric businesses do differently?

Instead of having a transnational mentality that drives short-term value, customer-centric businesses actively build relationships with customers. They’re smartly focused on keeping their customers for the long term. They don’t need sales tactics to convince customers of what they need because they deliver products and services that their customer already demands.

You may have been sold on the number of channels and options of that cable package, but what’s the value of having 1000 channels when you only end up watching 20? Now there is the option to have recommended content based on your viewing habits, on-demand, on any device, without ads, without commitment AND at a fair price? Sold! That’s what customer’s *actually* wanted all along.

What’s the benefit?

Customer-centric businesses keep their customers happy by focusing on their needs and developing long-term relationships. Happy customers are loyal customers. Not only do those loyal, happy customers continue to use and pay for your service, they also go tell their friends they should sign up too. This means more customers and more revenue, over a longer period of time. A customer-centric business approach drives long-term value and for long-term success.

How can video business take a customer-centric approach?

It’s really simple, it’s all about focusing on your audience and keeping them happy so they stick around for the long-term. The best part is it doesn’t have to cost you a dime, you just need to adjust your mindset.

1 - Be humble

The power has shifted from the content distributors to the content consumers. As a content owner, your business wouldn't exist without the support and viewership of your audience. Acknowledge the role that your audience plays in your business and express your gratitude. Ask them what they want and listen. Take the time and spend the money to go the extra mile for your most passionate and loyal fans.

2 - Be social

Your fans want to feel connected to your content and brand, many audiences today want to feel like they are a part of the action. Social media is an incredible marketing tool, but it’s also a great way to engage directly with your audience. Become a central part of your audience’s online community - ask questions, respond to comments and engage in the conversation.

3 - Be yourself

What sets your brand and content apart? Find your own unique voice and personality and don’t be afraid to be yourself, that’s why your audience loves you. Communicate openly and honestly with your audience and always be authentic. Don’t hide behind the camera. Take your audience behind the scenes of your content and even day-to-day life. It will  Your goal is to build a long-term relationship with your audience, you must be genuine. You can’t win them all, so don’t use misleading sales-tactics to gain a short-term customer.

4 - Be smart

Your audience provides you with a treasure trove of data, USE IT. It’s the secret to discovering what your audience wants. Technology empowers content owners to know everything they need to know about their audience and how they are engaging with your content. Dig into the data and look for trends. What content is generating the most revenue? What is your strongest audience segment? Analytics are powerful tools that will help to inform your future content and business strategy.

5 - Be flexible

Your customer’s needs and demands will constantly evolve and change. Your service and content must have the ability to adapt, or you’ll get left behind. This also requires giving your audience options - not every viewer is willing to pay for content, so provide free, ad-supported version of your content. Where is your audience watching? It’s important you support the devices that your audience wants to use. This may change over time, and that’s okay. Content owners will grow and learn alongside their audience.

Learn more about taking a customer-centric approach for your video business, enroll in Zype U’s Content Engagement course here>>.

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