You've probably heard that content is king, but if that saying is true, it is marketing that keeps the lights on and runs the show.
So critical to the online business agenda, there have been a number of job titles which have sprung up from Content Officer to VP/Head of Content. Many grasp this already, but in the bid against competitors, far too many have focused their content marketing plans toward prospects and sales pitches. Sure, this is important, but what about cultivating content that focuses on retention?
Why bother with content marketing and how can it help you engage with your customer base?
Your existing customer base has a unique benefit to your firm. It is a greater benefit to your business than any prospective customer: an existing or past relationship with your company. Engaging this audience requires careful crafting of key, value-added messages.
Constant sales fliers and offers circulated via email marketing campaigns are a turn off. Having a content strategy for active clients and customers can mean the difference between losing contact via the unsubscribe link and maintaining an ongoing relationship with someone who knows your potential and the quality of your product or service.
For example, after the sale of a product, why not send content that explains how they can use the product, tips on projects they can do using your product, or videos demonstrating a more innovative use of your product.
Doing so ensures that your customer feels valued rather than as a simple revenue stream. It also reinforces your brand as a reputable company with more to offer which they should explore.
This is business psychology done well. Content that demonstrates value-added, trust-building, and ongoing service takes a bit more work to build, but will leave a more lasting impression and relationship.
If you are in the business of hardware or DIY sales, wouldn't it be better to position yourself as a person with a deep understanding and appreciation of the trends and projects your customers hear and are passionate about? Or would you prefer to simply be associated in your customer's mind as "the place to buy a decent hammer?"
Whether it is blogging, email marketing campaigns or added face-to-face engagement in your store, remember that return sales and word-of-mouth marketing is still worth 100 times more to your brand. It is worth investing in and should be one of the highest ranking priorities in your content marketing strategy.
Focus on building up a bank of quality content. As your customer base grows, ensure that your value-added communications grows and compliments your list. Thank them for their custom, give them free information, and earn their trust on an ongoing basis, by showing that you are not only like them, but can help them with tasks and services that they need or care about every day.