Content moderation scans user-generated content for inappropriate or harmful text, images, spam, or video, but did you know that content moderation can also help you get to know your customers better? Content moderation involves content categorization and analysis of market behavior, interests, and demographics. While that definition sounds like quite a mouthful, it helps to build strong customer data profiles through extreme personalization. It’s not just for moderating inappropriate content but also for knowing your customers better.
Companies can no longer solely rely on branded campaigns or sponsored posts to boost customer loyalty and satisfaction; they must compete on the basis of delivering a superior experience. This is why a lot of companies turn to content moderation services to deal with ever-growing user-generated content before it piles up and becomes an overwhelming mess. They work with moderation teams that accurately tag their content and extract valuable information about users for them to be able to provide the best experience on their online platforms.
Content moderation is essential for building customer loyalty between the company and its potential customers. How do they do this? By making sure that users have the best experience on their online platforms. A lot of customers rely on user reviews and interactive comments on forums to determine whether or not a product or service is right for them. Moderating the content to make sure there is nothing offensive or outside of company guidelines builds your online reputation along with customer trust. They typically end up feeling protected and valued as a customer when a company takes the time to make sure content is moderated appropriately. When customers feel valued, they are more likely to open up about what they really think about your product or services and trust that they will be heard.
Content Categorization for Personalization
In addition to keeping your customers safe from harmful content, a great way to boost customer satisfaction is to personalize their experience. Content moderation also involves content categorization where a moderator accurately tags and categorizes content based on specific demographics, interests, and market behavior. Through content categorization, online businesses display relevant content to the right market for a better online experience. For instance, a baby shampoo ad wants to target women ages 25 to 45 who have babies and toddlers. They want to personalize it even further by targeting mothers who have recently looked for the best and safest baby shampoo brands in the market. Content categorization works by tagging these types of ad in detail to match the right audiences.
Content Moderation For Market Intelligence
Another benefit of content moderation is your moderation teams can go through user-generated content and gather information such as opinions, reviews, and responses towards your products or services. A lot of businesses take advantage of this ability to gain valuable market intelligence to be able to come up with improved campaign strategies, unique offers, and ultimately develop better products and services.
Brand perception influences potential customer decisions by a great deal. These potential customers form opinions quickly about brands when they read an online review, hear a friend’s experience, or see a news story mentioning a specific brand. By becoming aware of what is being talked about in regard to your brand, you can start to understand the factors, good or bad, that make you stand out.
A True Story About Getting To Know Customers Through Content Moderation
When you establish trust with your customer base, they will begin to open up and share insights into what they think. This information is valuable for developing marketing campaigns and establishing an even more trusted online presence.
For instance, the Listerine brand has been developing marketing strategies for years that advertised to the customer. In fact, at one point in the 1920s, they even made up the word halitosis to describe bad breath and to give consumers a reason to buy their product. Fast forward to today’s online marketing, and the company was shocked to learn that their customers not only use Listerine as a breath freshener and dental health product, but they also use it to kill foot fungus.
The Listerine company would have continued coming up with clever ads to preach to customers and making up new words. Instead, through content moderation they gained important insight as to how their customers are using the product. They now can alter their marketing campaigns accordingly to garner more sales. More importantly, they have now established a relationship with their customer base instead of a one-sided sales ploy.
Content Moderation To Build A Company Brand
Building a company brand is not only about portraying a product or service the way you want it to look or the way you think your consumers want to see it. Communication is a two-way street, and moderating content is a form of social listening that can help you understand exactly how your brand is being perceived.
All guessing games aside. Today’s online users are very free to express how they feel about everything. There are millions of user-generated content where one can extract data and information that can be valuable to online businesses. Moderating this content allows you a one-on-one direct communication contact between the company and the consumer. Consumers expect to be treated as individuals when it comes to the brands they do business with. Overall, knowing what types of content engage with user interests enables businesses to create an online community that influences the way users see and use your product or service.