The brand new Focus on Retention Marketing

retention content marketing

Many brands pour cash into attracting customers. Yet it’s just as important to put effort into keeping these customers.

In fact , these days, an increasing number of organizations are finding it’s more important to focus their attention on retention marketing.

I see companies making this mistake time and time again. Incredible deals are offered to “new clients only” with no thought for those customers who have already committed their own loyalty and their money.

This leads to disgruntled customers who feel let down and ignored – and a good chance they’ll leave and go elsewhere.

As humans and as marketers, it’s natural to want to focus on what’s brand new rather than what we’re already familiar with. But research demonstrates focusing your efforts on the clients you already have is a better long-term strategy that can create a higher ROI.

Quick Takeaways:

  • Research shows that existing customers are likely to possess a significantly higher lifetime value than new customers.
  • Content marketing can be used to connect with customers not only at the start of the funnel and at the buying decision phase but also post-purchase.
  • Think about how you can provide value for your existing customers with informational content material as well as how to use them like a source of trustworthy content.

It may cost 5x more in order to attract a new customer than it does to retain an existing one particular, and increasing your customer retention rate by just 5% may result in a profit boost of over 25%.


Happy clients are also more likely to recommend your own brand to others, getting new customers via word of mouth with no cost or effort in your part.

Exactly how Content Marketing Can Transform your Customer Retention Rate

Many organizations observe content marketing as a way to attract prospects at the very top of the marketing funnel – the awareness stage.

It’s true that publishing content can be a very effective way to grow awareness of your brand and catch the attention of more traffic to your website.

But if you are only creating content with this end of the funnel, you’re missing out on the full potential associated with content marketing.

Many marketers go another step beyond this that good content to meet the needs of prospects that are in the verge of making a buying decision. Informational content can be a great way to drive sales and conversions too.

But what about those customers who have just made the purchase and long-term clients who are between purchases? How can you interact with them, remind them that you exist, and keep them coming back for more?


Customers who engage with your articles on a regular basis start to build a reference to your brand. This builds customer loyalty. It means they’re more likely to spend more too – when customers feel connected to a brand, over half increases their spending with that brand, and over three-quarters may choose them over a rival.


If you’re like the majority of companies, your customer retention strategy possibly involves email marketing and wondering customers to follow you on social media. And social plus email are certainly types of content marketing that can be quite effective at improving your customer preservation rate.

But it’s well worth thinking past the email newsletter and the Facebook post. Consider looking for different ways you can engage and delight your existing customers with your content.

Tips on how to Keep Your Customers with Content Marketing

Borussia Dortmund is a popular soccer team that will plays in the German Bundesliga and despite a sub par 2014/2015 season, fifty four, 907 of their 55, 1000 season ticket holders restored for the next season.

Yes, you understand that right, only 93 people out of 55, 1000 opted not to renew which usually amounts to a 99. 83% renewal rate.

That is the type of customer retention and loyalty that every single company out there dreams of, so how did Borussia Dortmund accomplish this?

I’d love to tell you it was all because of content marketing strategy, but truthfully I don’t speak German and so i have no idea what is going on, on their Twitter, Facebook or Instagram feeds, but what I can tell you is how we proved articles marketing ROI with client retention at NewsCred.

Clients that subscribe to the NewsCred blog:

  • Have a restoration rate that is 41% greater than that of our overall client base
  • Are 33% more likely to be upsold
  • Pay 24% a lot more in monthly recurring revenue than the average client

I frequently engage with prospects looking to apply a strong content marketing strategy plus whenever I ask them how they are measuring the success of their particular content marketing efforts this always boils down to four points: thought leadership, demand era, SEO, and brand attention.

These 4 things are extremely important, yet customer retention is also a powerful metric that content online marketers can look to to prove the particular ROI of their efforts.

From a demand era standpoint people are almost completely focused on new lead exchange, but according to a Bain and Co study, “increasing customer retention rates by 5% increases profits simply by 25-95%. ”

It’s been said numerous times by hundreds of advertising leaders that acquiring new clients can cost six to seven times more that maintaining your current clients, so whilst new lead acquisition is very important, retention is a powerful method of impacting your bottom line plus proving the effectiveness of your content marketing and advertising efforts.

How many of your current clients build relationships your blog? How many follow you on your various social stations or regularly await your own newsletter each week? Whatever the number of is, write it straight down and focus on growing this.

At NewsCred, one of our old partners, salespeople regularly share weblog content with new clients during onboarding and encourage them to follow us on our various social stations because it allows us to be more than the software platform to them.

The sales team may even ask prospects over the telephone if we can sign all of them up for our newsletter. Throughout your content you can be the sherpa in their journey of releasing or optimizing their content material marketing strategy. If your sales team is in talks with them, a publication in their inbox a couple of times a week is a great reminder to stay in contact.

Focus on retaining customers with content specific to their industry and pain points, product updates, education, and special customer-centric occasions, webinars, and mailings. Content marketing should always be a way of making your brand useful to an end-user beyond exactly what your product offers.

We regularly publish content around marketing best practices mainly because our mission is to create prospects and clients better marketers and move the particular needle on good articles marketing across the industry. Were not looking to simply provide you with a “system of record” marketing platform, we want to empower marketers to be better at their jobs and do this primarily through the articles.

If you take a look at a brand like Red Bull that is viewed as one of the kings of content, you’ll observe that they are a media company that just happens to market an energy drink. I absolutely love the Red Bull brand plus it’s because of their ability to regularly be useful to me when learning about new music artists. Great marketing is great storytelling and by putting a focus on informing your brand’s mission successfully you can build a symbiotic relationship with your clients.

content marketing roi

The core idea of inbound advertising is to create a steady stream of valuable and appropriate content that your audience actually cares about. In doing this you naturally attract inbound traffic that you can eventually convert directly into paying customers, but there is a massive role that this “steady stream of valuable content” can also play in customer retention. By reducing churn, creating brand advocates, and increasing up-sells you can vastly impact your company’ s bottom line and further prove the positive impact of your content marketing and advertising efforts.

Ideas for Using Content to Enhance the Long-term Customer Experience

So beyond giving regular emails and posting content to your social media channels, how else can you use articles marketing to engage your customers and build your long-term relationship collectively?

How-To Content

Offering content that describes how to use and get more worth out of the products and services you supply is an excellent way to improve the experience for your existing customers.

For example , Ahrefs, that provides a suite of Tools for website owners and internet marketers, offers a 5-hour video course on using the tools to do key phrase research, competitor analysis, link building, and SEO audits.

The information included in this free of charge course is on k?rester with content in high quality SEO courses costing thousands of dollars.

Ahrefs implies that it values its existing customers by helping these to get as much out of their product as they possibly can – it isn’t really just a case of getting the particular sale and then leaving these to their own devices.

For an example of this strategy in the context of physical products, take a look at outdoor gear retailer REI’s Expert Help and advice library.

Covering everything from how to use the compass to how to thoroughly clean a tent, REI’s content material is just as effective at engaging the existing customers as it is from attracting new ones.

Celebrate Your Customer Success Stories

One of the most effective ways of building a strong relationship with your existing clients (particularly in B2B marketing) is to actually involve all of them in your content production process.

Sharing customer case studies and successes is a win-win for everyone. You can demonstrate how great your products and services are, your customers have more exposure for their business, plus new potential customers get a sneak peek into what they can expect when they choose to buy your product or work with your company.

Using your customers to source content ideas and inspiration is also a very most affordable form of content production. Oftentimes, for this kind of content a person don’t even need to employ a writer – you can simply interview your clients or customers and publish the interview as a written article, podcasting, or video.

A few years ago, when I worked with the non-profit, Healthy Kids Running Series , we were able to successfully generate growth by taking the passion of volunteers and members to assist create content.

Working in this way often leads to more engaging and authentic content. It also makes these types of content contributors feel more connected and loyal for your brand.

Inquiring your customers to be “brand ambassadors” and share photographs of by themselves using your product on social networking is another effective way to funnel the power of user-generated content. This type of strategy can be so effective that many brands pay out their brand ambassadors five-figure sums to promote their products and services.

Create Problem-Solving Content for Your Customers

In many ways, it’s easier to understand what kind of content to create for the existing customers. This is because a person already know them. If these people have made at least one purchase from you just before, you already have some information about them.

This is in contrast to your audience associated with potential new customers who, actually, you know absolutely nothing about. You can make an informed guess about the details they’re looking for, but the only way you can really know how to solve someone’s problem is in order to ask them.

So get in touch with your customers. Email all of them or quiz them via social media. Ask them about what difficulties they’re facing and what sort of help they need to overcome these challenges. Then create content material that addresses this require.

Digital marketing intelligence tool SEMrush (competitor of Ahrefs that we described above) has perfected this process with their consistent series of training calls. Recently I was part of their particular “ 5 Hours associated with Content Marketing” webinar which addressed the pain points and questions of their core viewers as well as biggest customers.

This kind of content works in two ways. First of all, your clients will feel more loyal for you and are more likely to come back and consume more of your content should you be actually helping them. Second of all, simply asking them what kind of content can help them shows that you’re hearing and care about their needs.

Use Your CRM to Create Personalized Articles

In 2020 and beyond, consumers are expecting more personalized experiences. Personalizing content makes it more relevant to your audience and for that reason provides a better experience.


While personalizing content for new audiences has its challenges, it’s much easier to attain personalization in content targeted at your existing customers.

This is because you curently have a significant amount of data info in your CRM. At the very least, this includes their name and address. But if you’re savvy about data collection and teach your sales and customer service team to collect data at every opportunity, you can collect a wealth of useful information that can be used to personalize content at a later date.

On a very basic level, you can suggest appropriate content to individual customers depending on their purchases and connections. But you can also develop smart content that will changes dynamically based on data from your CRM to create a more personal experience.

Produce Content that Reinforces Your Shared Values

Inside a survey of over seven, 000 consumers across the US, UK, and Australia, 64% of customers stated that “shared values” was the primary cause they stayed loyal to some brand.

These values probably helped in order to attract your customers to you in the first place – over 80 percent of millennial consumers say it’s important that brands they buy from have beliefs that align with their personal.


But if you’re not really focusing on retention marketing and your values are hidden aside on your website’ s “about us” page, there’s a great chance that those customers will certainly forget why they made a decision to shop with you in the first place. They might also be easily lured away by a competitor with a flashy marketing campaign.

Make sure that your values are clear in each piece of content you generate. Look for content opportunities that will help to put these values front and center in your online marketing strategy.

For example , Starbucks underlines its values associated with inclusion, accountability, and courage with its “ Tales ” blog, which has recently published articles partying Latinx Heritage Month and stories of Starbucks companions with disabilities achieving success within their careers.

How to Ensure Your Customers See Your Content

There’s no point in dumping resources and budget into producing content for your existing clients if they never see it. And that means you need to make sure your retention marketing plan includes a strategy for articles distribution and promotion.

Content advertising for current customers is very different from the particular strategy you might follow pertaining to customer acquisition. You do not reach your existing customers through SEO (although they might be more likely to click on your site when they recognize it in their search results). While you can have some success in ad retargeting, it usually doesn’t sound right to pay for clicks when you have numerous ways of reaching your customers.

So how exactly would you make sure your customers see the content you produce? Knowing where they are is the first action. When you acquire a new client, make sure you collect data on how they prefer to be contacted and the social media platforms they’re most active on.

Your mailing list is one of the most obvious ways to get content in front of your own customers’ eyes. The content in your emails is valuable in its own right of course , but make sure you’re also delivering your readers back to content on your blog and social media marketing channels.

Producing multiple types of content to match different audiences can ensure that you have the best chance of reaching all your customers. Some may prefer to read blog posts, while some will sign up to your YouTube channel or subscribe to your own podcast. Make sure to cross-promote content material on different channels to increase your views.


Remember, the best incentive in order to tempt customers to keep coming back to your blog is simply to produce high-quality valuable content on a regular basis.

Plan Your Retention Marketing Strategy Today

Content is just a single part of a successful retention marketing strategy, but it’s certainly an important part.

If you are ready to get more traffic to your internet site with quality content released consistently, check out our Content Builder Service .

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Set up a fast consultation plus I’ ll share with you our process on how we obtain traffic and leads for everybody from local real estate agents in order to tech startups to business behemoths.

The post The New Focus on Retention Marketing appeared first on Marketing Insider Group .

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