There’s a lot of buzz around content marketing right now. Content marketing, if managed correctly, should play a big part in your customer retention and acquisition activities but it’s surprising how many companies embark on content marketing without asking why they’re doing it or considering their audience.
Wikipedia defines content marketing as ‘any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.’
The important part of that definition is the ‘acquire and retain’ bit. The purpose of your content marketing is to acquire and retain customers.
It’s simply not good enough to rely on a status update, a few retweets and a Facebook post on who killed who on CorrieEnders.
I suggest you think of content marketing as customer content marketing. The value of the content to your customers and potential customers should always be the first consideration when producing content.
Your customer content should be of real value. The best customer content educates, creates awareness and builds trust. This in turn leads to customer loyalty and referrals. It positions you as an expert and demonstrates that you care about your customers and are there to help.
Develop your content by:
- Addressing common issues or questions about your product, service or sector and be sure to include keywords potential customers will search for to help get you on their radars.
- Educating your customers with ideas for getting optimum results from your product or service.
- Citing case studies which show how you adapted a product or service to address a common sector issue.
If you manage your customer content correctly, it will help you achieve your retention and acquisition goals.
As always, if you’d like to discuss this subject in greater detail, don’t hesitate to get in touch.