Companies such as Netflix and Amazon increasingly raise the bar for customer experience. As a result, millions of people have become accustomed to relevant and even personalized content that is easy to find and consume.
For example, my favorite spinning class studio, called Burn, models the potential for content in a digital business. I go to the Burn website to buy a package of classes or subscribe. Also using the website, I register for a class and select the exact seat I want. When I arrive at the studio, I check in using a kiosk. During the class, my bike collects all of my performance data, such as revolutions per minute, estimated calories burned, power output, and more. If I give permission, I can have that data display on a digital sign at the front of the classroom to see how I compare to the rest of the class.
Cool, right? But what really caught my attention was this. After my first class, I received an amazing email within two minutes. The email congratulated me and summarized my performance, including rank, calories, power output, and more. I literally said, “Wow!” This single-location spinning studio delivers a stellar content-rich digital experience that many large companies cannot. In fact, small businesses can use content as a big advantage in the digital business age.
Contributors: Colleen Jones from Content Science Review