When my twins were born, it was around-the-clock, crazy, unstoppable madness. For the two and a half months they spent in the NICU, we commuted every day to spend time with them, feed them, and learn how to take care of them.
It could have completely consumed our attention, to the exclusion of everything.
The twins had a brother who was 20 months old at the time.
One of the most important things we did was to make sure he was included, cared for, loved, and given his own personal time with us. Ten years later, he still talks about the special time he spent in the park with his dad while I was at the hospital.
Why am I sharing this?
Because most of the focus right now is on cranking out a steady stream of content that will attract leads. Content marketing can be a useful tool in the marketer’s toolbox, but don’t forget to share the love with your existing customers.
How to Use Content Marketing to Retain Existing Customers
Blog posts – Yes, you want to use your blog for outreach, thought leadership, and lead generation. Why not sprinkle in the occasional post that specifically addresses a need for your existing customers? It could be a how-to, could be an inspirational case study (two birds with one stone), or it could be corporate news.
Training/tutorials – Create visual content that helps your customers do their jobs better. Listen to their most frequent questions, and create training materials that speak directly to those questions.
Knowledge base or FAQ – Your knowledge base can be a place to apply content marketing skills. Concise writing, engaging visuals, and use of keywords will get your expert content found by both existing customers and potential customers.
External guest posts and articles – Typically you would think of a guest post as an opportunity to get “new eyeballs.” What if you focused your next article on the needs of your current customers? Provide insights that make your product or service more valuable in their eyes; make them feel smart for choosing you.
In-person events – If you have on-site events for your customers, are you offering them anything of tangible value? Think about collaborating with them during the event to create content they can use themselves. (Because they’re probably trying to create content the same way you are.)
Chat events, Blabs, Periscopes, etc. – Streaming video or text-based chat is being heavily used to demonstrate expertise, as a way to get brand awareness and leads. I’d suggest experimenting with these formats for customer communication as well. What if you invited your best customers to participate in a streaming event to discuss your product roadmap?
Are you using content marketing techniques to retain your existing customers? Please share your ideas with us!
Featured image via Flickr CC: rachaelvoorhees
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