As marketers, we sometimes get so caught up in attracting new customers that we lose sight of what’s right in front of us – an existing customer base that’s already interested in our products and services.
In reality, we should be focused on retaining the customers we do have.
But how do you build out a content marketing strategy that will help you connect with those customers on a deeper level?
Publish High-Quality Content Consistently
Your website should be a living, breathing entity. Every update you make to your site plays a role in its interaction with both search engines and customers.
The more new content you offer, the more value you add to your users’ experience, which in turn, will keep them coming back for more.
Luckily, frequent content updates don’t necessarily have to come in the form of blog posts and newsletters.
Feel free to diversify your content offerings with FAQs, product demos, how-to guides, vlogs, and podcasts.
Of course, publishing content on an ongoing basis is easier said than done. Here are a few strategies to consider if you want to keep your content fresh and up-to-date:
Set aside time each week to create some content. Adhering to a schedule might make all the difference. Brainstorm 10-20 topics at a time so that you can begin writing without having to brainstorm new topics every time you want to release another piece of content. Whenever possible, you should always repurpose your content into other popular formats. Break down statistics, showcase unexpected findings, and recap your research in newsletters and videos. That way, you’ll be able to make one asset stretch a long way.
Leverage Customer Intelligence
Customer data provides information about a customer’s activity that took place at a specific time and touchpoint. Customer intelligence takes it one step further. These are the insights that come from gathering and analyzing customer data across every part of the customer journey.
To start this process, you’ll want to build out customer personas to segment groups. Next, analyze each group.
User analytics provide a constant stream of data that guides your content marketing. Descriptive, interactive, behavioral, and attitudinal data, in particular, will help you quantify, classify, categorize, and track the customer experience.
Every touchpoint offers companies an opportunity to better understand consumer needs and deliver a more personalized experience.
Create A Customer Communication Calendar
Even if your customers aren’t relaying their feedback to you, your content marketing team should be proactive in reaching out to them directly.
Think about building a communication calendar to better manage customer engagement opportunities to upsell and cross-sell.
The core concept of a communication calendar is fairly simple – it’s a chart that keeps track of customer communication. It tells you the last time a customer contacted you and notifies you when they haven’t interacted with your brand.
Having this information handy makes it easy to launch promotions and customer service features that remove obstacles long before customers even know they’re there.
Social Media Posts To Encourage Community Building
Social media posts make for excellent retention content.
From quick tips and videos to new products and feature releases, social media is a resource that can be used to connect with customers and keep them engaged.
Relationships are a two-way street, which is why brands need to both listen and communicate with their audience to nurture a meaningful relationship.
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