Content marketing: Telling Meaningful Stories

How to use content marketing to retain current customers

Disclaimers: The information provided is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Links in articles maybe affiliate links.

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I hear lots of talk about how content marketing is great to acquire new customers for businesses or patients in healthcare. But one thing that is easily (and often) forgotten is that content marketing can also help us retain current customers.
Some experts and thought leaders out there even compare content marketing to dating. We are getting used to each other. And of course dating (aka the getting used to each other phase) is part of content marketing. But it also helps us maintain and strengthen existing relationships.
So how do we use content marketing to retain current customers?
People who have bought from us or have paid for our services have already demonstrated that they see the value in what we do. They have spoken with their money so to speak.

Here are some ideas on content marketing for customer retention:
Allow them to easily opt into relevant email subscriptions and when you email them make sure content is highly relevant and I hope even personalized based on their interests.
Make sure they know how to connect with you on social media and what they can expect from you there.
Make sure they know about other available resources – like books, blogs and really any other online or offline channels where you might be sharing relevant content.

By continuously sharing relevant and useful content with people we already have connections with actually strengthens those connections even more. From my experience, these connections can be especially strong when people went through these steps on their journey:

keeping-customers-through-content-marketing

As content marketing projects evolve and mature, this is something to keep in mind. It’s not always about only the new customers but also about the current ones and keeping them engaged and connected.
As the saying goes: It’s much more expensive to get a new customer when compared to keeping a current one.
Content marketing can work with both.


Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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