Aimless Content Marketing (Part 4): Building Customer Loyalty through Content Marketing

Content marketing has become a marketing buzzword in recent years, leaving many to wonder if the 'hype' is slowly fizzling out. Is the focus on content truly a success factor?

While there are no guarantees, with a suitable strategy aligned with company goals, the production, publication, and distribution of content can be a sensible measure. This series focuses on the key objectives, and this fourth part specifically addresses bonding with existing customers through content marketing.

Providing Value, Even After the Purchase

With the customer's purchase, the goal is met, the conversion achieved—or so one might think. In the pursuit of acquiring new customers, many companies overlook the vast potential in their existing clients. The user has already been convinced. If their experience was positive, they are likely to buy again. Yet, even without a repeat purchase or 'upsell,' satisfied existing customers represent an asset that should not be underestimated.

Content marketing can contribute to customer satisfaction and loyalty by offering customers additional information about the purchased product. This might include case studies and application examples, stories surrounding the product, creative usage ideas, industry news, or tutorials. Buyers might appreciate recipes for a new kitchen machine, suitable decor ideas

for new wallpaper, or a webinar or learning videos for optimal use of newly acquired software.

Again, it's beneficial to position the brand as an authority. This builds trust when the customer notices that alongside emails and posts with sales intent, information without a call-to-action is published, aimed solely at informing, answering questions, or providing inspiration. Building a community can offer companies significant value: a growing base of customers who identify with the brand and engage with one another, perhaps even becoming private brand ambassadors, thereby attracting more customers. This strategy is equally crucial in the B2B sector, creating a foundation of trust and establishing a relationship with company decision-makers. This can be implemented through social media, a blog, and engagement in the comments section. Also crucial for customer retention is email marketing: specifically, sending a newsletter with unique content available only through this email, not on the blog or via social media. Customers can also be the first to be informed about new products, receive special discounts, or be invited to surveys about new products. This makes them feel valued, perhaps even involved in decision-making. Naturally, the area of customer service is also of great importance. Besides the service team's hotline or email address, an FAQ section that answers all key questions about the products and provides additional information can be very helpful. More elaborate, yet impactful, can be special events organized exclusively for customers. These could focus on interaction and networking or on educating customers on specific topics through company instructors or external experts. These events don't have to be solely in-person; recording presentations or providing slides for download also benefits customers who can't attend in person.

KPIs: Returning Visitors and Their Behavior

The vague, hard-to-measure goal is to satisfy existing customers, create a positive association with the brand, and remain memorable or regularly remind them of the brand.

Specific metrics that can measure goal achievement include the development of returning visitors and their dwell time, as well as the time since their last visit. If it's primarily about reactivating customers as sellers, the revenue from upsells is also an important metric. It's also worthwhile to observe other effects of customer retention: the growth of newsletter subscribers or fans and followers of various social media profiles.

All previous parts of the 'Objectives in Content Marketing' series:

1. Why Goals and KPIs Are Important

2. Acquiring New Customers Through Content Marketing

3. Building Authority and Brand Awareness

What We Can Do for You

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