How to Use Content Marketing to Improve Customer Retention

Many companies are focusing on how they use content to acquire customers. This article introduces how you should consider content marketing for retention, and how content can provide existing customers and increase your lifetime value.

🦸 Contributor Derek Flint 📅 Last update: Update: 2021 August 06, Read in 11 minutes table of contents

The marketing team has an infinite theory of what corporate content should do and what value it provides.

However, if you have been involved in content marketing for a while, you will notice that most companies are focusing on how they use their customers to acquire customers.

The success of the content program is measuring the content program, depending on how much new customers and eligible leads have acquired.

However, content marketing does not end its usefulness when the customer first purchases.

Few companies are focusing on how the content attracts customers after the customer first purchased. Content marketing can support all kinds of efforts throughout the customer life cycle, such as onboarding, how to use products, recognition of new functions, creative usage of products, and inspiration for customers.

Today, we will talk about content marketing for retention and what values ​​can be provided to existing customers in a way that your content increases your lifetime value.

Why Customer Retention Strategies Are So Valuable

One of the indicators that symbolizes the soundness of the entire business as a good company is that everyone knows. If you have experienced acquisitions and important funding at SaaS companies, companies will inevitably want to know more about how the current customers are acting.

How long are the customers staying at each service level? Why is the customer who pays the highest price staying for the longest? Is there a way to provide more value to low subscriptio n-level customers or give an incentive to buy software premium versions?

Here are some of the main reasons why everyone in the company, including the content marketing department, should focus on improving customer maintenance rates.

It Reduces the Costs Associated With Churn

The withdrawal of customers will tell you a lot about your current customs process processes. If the customer feels that something is too difficult, has to take too much time, does not get results, other brands can provide what they want because they have better service, cheap, fast, etc. Appears in the data.

And the high cancellation rate is not only dissatisfied with the company's morale, but also costs.

As you can imagine, the calculation on cancellation is as easy as understanding the basic ARR. If a customer of $ 10, 000 per year (about 1 million yen) had lost 10 customers, he would have lost $ 100, 000 this year.

But business is not so simple. I would like to take into account how much the company costs a new customer, maintaining existing customers and selling it further.

According to Invest, the cost of acquiring new customers is five times the cost of maintaining existing customers. The probability of selling to existing customers is 60 % to 70 %, while the average probability of selling to the first customer is 5 % to 20 %.

It Forces Your Company to Align On the Entire Customer Success Process

Furthermore, in order to focus on maintaining customers, it is necessary to adjust the goals of the team cros s-section and emphasize the importance of the custome r-centered success process. In other words, all the teams needed to support the customer life cycle need to convey and understand the role of themselves and other departments to satisfy customers.

Unbelievable, maintaining customers as early as the customer's onboarding process. In order to make the onboarding most successful, the sales team must not only set up a transaction, but also set up your expectations for your service accurately.

And after the sales, sales representatives need to invest in the same way as integrating to new platforms, registering accounts, and training product user experience and user interfaces in order to successfully take over to customer success. 。

Recommended Handscon Sales Fannel (In this post, we talk about how to look at retention as a funny opportunity for a funnel).

Impacts Lifetime Value (LTV), Churn, Time to Churn, and Other Key Performance Metrics

Retaining is to comprehensively measure both customer satisfaction and corporate soundness. These include important KPIs, such as customer expectations, average LTV, cancellation, and time to cancel.

It may be a matter of course, but the smaller the cancellation, the higher the company's value. The longer the cancellation period, the longer the customer's payment increases the value of the company. The longer you have a customer, the higher the average life value of the customer, and as you imagine, the value of your company will increase.

6 Types of Content That Are Effective for Customer Retention

Now, back to the role that content marketing plays in successful customer retention.

1) Blog Content That’s Focused on Your Customers’ Goals

Yes, blog content isn’t just for customer acquisition. Blogging doesn’t just answer top-of-funnel questions your customers might have about topics related to what your company does.

This might mean creating valuable “how-to” style content that teaches your existing customers exactly how to accomplish tasks and achieve their goals by using your product.

You can also use the “jobs to be done” theory to focus on creating blog content that’s not about your product but is relevant to your customer’s goals.

For example, if you sell photography services for ecommerce platforms, you know your customers are trying to build successful ecommerce businesses. Create content that makes you a valuable authority for any ecommerce company. Create informative blog posts that make it seem like you’re a paid consultant and keep your customers coming back for more.

Blogs are also great because they’re a versatile content type. This means you can package your blog into ebooks, guides, how-tos, featured announcements, and more, and share them in your email marketing automation after a purchase. I especially like Powered By Search's approach of using educational blog posts instead of traditional feature announcements.

Blog posts are also easily shareable on social media. Blog posts make great sales enablement content that your sales team can distribute or refer to during customer calls. In addition, explanatory "how-tos" help your customer success team explain your solution to customers.

2) Whitepapers and eBooks for Trust and Authority Building

White papers and eBooks are another way to build authority and trust in your brand and increase customer retention. Customers love knowing that the company they're doing business with is at the forefront of their field.

Investing in top-notch research, data for industry trends and insights, and providing recommendations based on those helps to foster deep-rooted brand loyalty.

3) Webinars, Video, and Podcasts for Visualization and Entertainment

More and more companies are realizing the value of building compelling multimedia. Webinars, video how-tos, video series on channels like YouTube, and producing podcasts for customers who love audio are some of the most effective versions of that.

And these seem to have a two-fold retention effect.

First, a video is a great visual method that accurately shows how to do something to someone. In other words, a featur e-length webinar on how to use the product, a simple ho w-to that improves the onboarding experience, or a common problem that customers may face.

Second, this kind of content can be positioned as a member of the entertainment industry. And brands that have become entertainment companies often find ways to keep selling products to the most faithful fans, alias Royal Customers.

4) Social Media Posts for Community Building

Posting to social media can also be an excellent retention content. Social media marketing staff focuses on maintaining the current customer interest, such as simple hints, videos, product sale, deals, deals, product release, blog posting, etc. You can share information.

Furthermore, please consider a contest, ask questionnaire directly, conduct questionnaires, share questionnaires, and consider a group or foru m-like channel (Reddit, Facebook Groups, Discoord, Linkedin, Twitter, Twitter. ) You can also use other community construction techniques. If your brand looks like the best conversation and is the most valuable place, customers will be willing to subscribe and invest in your product.

5) Emails for Distribution and Data Tied Directly to Your Customers

Correct e-mail marketing is one of the best ways to maintain customers. If you think about it, the customer gave you an email address to get your email address.

As a responsibility, whether you have created or not, such as great offer, interesting advice, or resources, do not abuse the access they gave. Let's do it.

Above all, by receiving data on opening rates, clicks, and transactions, we can continuously optimize email content, and from the clicked content, what kind of blog content the current customer likes. It can also be useful for other content marketing strategies, such as whether you are reading.

6) User-Generated Content (UGC) That Celebrates and Rewards Your Customer

Controled UGC creates hig h-quality content and contributes to retention by making customers feel importance. BrandAvocacy will take us about us, comment on our posts, invite them to programs, and provide content and deals related to our products. It is to do.

UGC's biggest concern is usually related to quality. I want to find a way that the current customer will produce content so that it can ultimately get enough quality. It means that multiple customer reviews are compiled into one video, inviting them to the program, choosing a specific customer to participate, and giving everyone a very specific content production. May do.

Tips for Improving Customer Retention Rates With Content Marketing

Gather Up Any Data You Currently Have About Your Paying Customers

Fortunately, if you have a mountain of data stored in various platforms, start analyzing the true appearance of customers by gathering leaders in sales, marketing, and customer success.

What kind of devices do they like to consume content? Which target audience is most interested in? Where are they on the Internet when you haven't read or watched your content? Is it for companies, for consumers, or both?

Furthermore, create a questionnaire and actively talk with your customers about what you like and dislike about your customer, how your product works. And ask where to improve and how to become more valuable for your customers.

All of these data can help you understand exactly what content can create the most favorable experience and ultimately maintain your customers.

Implement Improvements to Process Quickly and Announce Those Changes with Content

Correcting a timely manner to feedback from customers is useful for your company in some respects.

First, you can show that you understand customer pain. Providing empathy is very useful for maintaining customers. Second, it can give the impression of a company that listens to the voice of customers. Third, it seems to be a company that takes action.

The most important thing is that you can use content to communicate how great your customers and competitors are taking a great deal of response through all marketing channels.

Understand Where To Use Automation

Content marketing may feel like a manual manner, content uploading, content posting, content email transmission, content writing, and content shooting.

Finding an effective way to automate the content distribution process is not only helpful in maintaining customers, but also free from the team's work time.

But what can we automate?

E-mail is one of the most effective ways to automate the distribution of retention content. If the customer has just purchased it, click the confirmation button to send an e-mail with the optimal next step and idea content. Seg maintenance of the current customer based on the subscription level and the period from the previous purchase is also an effective way to create effective retention automation that has been personalized in the purchase experience.

By repeating various content marketing experiences to regular product messages, you can provide more valuable customer experiences.

If your customer stays on a specific product page for a long time, you can also provide content targeting the intentions of the page by adding automation such as chatbots.

Build Your Website to Be a Retention Resource and Machine

The website should contain valuable resources that please your experience. It doesn't just mean having a blog full of useful content.

Customers enjoy resources such as wel l-organized knowledg e-based content, explaining the procedures for problem solving without interacting with the customer in charge. In addition, white paper, guide, linked to social media, FAQ page, additional contact information, downloading PDF manuals for each product and service, and related case studies.

Utilize the website with the PPC retargeting function. If your customers are interested in website content, providing more related content may encourage customers to continue or increase to the premium plan.

Like PPC targeting for retention, some companies use mobile messaging and push notifications for content distribution, important reminders, and discounts and deals. This is certainly effective, but it is a single piece of paper that can be useful with such a retention technique and that it is too aggressive or impressive. Go carefully and always establish a method of op t-in to such a communication channel.

Think Bigger About Building Customer Loyalty and Retention via Content

Finally, consider how to create and design customer royalties through access to content and distribution.

For customers who are most loyal and sparing to invest, provide premium content free of charge. By regularly providing early access to new features and having them participate in beta and test versions, you will feel involved in the product development process.

By enable customers to create use r-generated content (UGC), they not only stimulate their inner ego and prioritize new referrals, but also reward their efforts. By sharing content, you can participate in a lottery that wins luxurious prizes, or if you introduce someone, how many percent will be discounted?

If there is an industry expert in your customer, will they share your content or come to your podcast as a guest?

Develop KPIs to Understand How Content Is Currently Contributing to Retention

Conten t-focused content is much more difficult to measure than content focusing on acquisition. We always recommend developing a process to measure success with the support of data scientists.

As mentioned above, we want to focus on large numbers such as cancellation rate and LTV, but in addition to that, it is necessary to determine an indicator that indicates that appropriate content is produced and worth it.

Unfortunately, unless there is an index on the cancellation rate and customer satisfaction after the introduction of the knowledge base, it will not be possible to determine the true value of something like a knowledge base.

However, you can find an attraction model that rewards the higher engagement indicators in social and email, and the attraction model that assists a specific type of conversion data that is a typical retain customer type. 。 You can also develop a weighted attraction system to understand when a specific resource was used in sales calls. If it is included or when it is not included, and if it contributes to the contract, what percent of the amount should I assign it to it?

Do you want to see how Contentharmony is useful for building content that surpasses competition?

The blog post I have read now is the topic of "content marketing for retention", and we have gained "GOOD" with our content grayer.

An example of a content grayer used in this blog post.

Use Contentharmony to evaluate the content in light of A I-led topic models.

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Derek Flint

Derek is a SEO content strategist of Ten Speed, a content optimization and marketing agency specializing in searching engine optimization for B2B SaaS and D2C companies.

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4 Ways the Best Digital Marketing Agencies Improve Traffic Quality

You can't collect enough traffic on the website. However, there is a limit to quality, and it is essential to collect high quality traffic to grow business.

So what is the definition of highly profitable traffic? Certainly, visitors who turn into a buyer and generate profits are useful and all organizations want. But what if the traffic you've collected is a step further, not only buying your product, but also a faithful repeater that supports your brand, and what if you can attract the same purchasing layer in large quantities?

This is the highest quality traffic. Those who become customers, influence others, and become your customers. Unfortunately, most digital marketing companies are not focusing on the acquisition of such purchasers. In fact, most agencies do not value quality. They focus on the quantity as a legitimate reason for the client to keep writing the check.

But your goal isn’t to get a ton of traffic, it’s to attract your target buyers and generate sales. And if you’re lucky enough to partner with the best digital marketing agency, the quality of traffic and a deep understanding of your customers are the foundation of any strategy. Here, growth marketing experts share 4 ways to drive the highest quality traffic to your clients’ websites and landing pages.

1. Old School Brainstorming Sessions Still Matter

The best digital marketing agencies are known for mixing traditional marketing techniques with the latest strategies and technologies. And brainstorming remains an ideal way to kick off a new strategy. But this doesn’t mean calling everyone to a round table for a coffee and a chat. You need a structure to prepare for a brainstorming session. Some common ways to do this include:

• Do market research (identify trends, growth patterns, etc.)
• Get data from sales that will provide buyer insights.
• Check what topics are popular with customers on social media.
• Competitor research
• Define influencers and focus on popular topics
• Identify common buyer pain points and problems

Each person should come to the brainstorming session with data related to these issues and more. While most findings are consistent across team members, you will always find a few unique gems or insights shining through.

2 The Best Digital Marketing Agencies go Beyond Buyer Personas with Social Listening

This was touched upon in a point above, but basing your marketing strategy on how buyers consume information relevant to their ability to make purchasing decisions is crucial, and creating buyer personas helps you better understand your customers.

In the past, average digital marketing companies interview sales teams, extract buyers from e-mails, send questionnaires, and understand the buyers deeply. Using advanced CRMs like HubSpot, hig h-level information (gender, workplace, position, etc.) of web visitors is extracted, and segmented as a lead under the appropriate buyer persona, skilled glow marketing. There is an agency. However, the true ninjas of digital marketing take this data to a place like Instagram, explore the topical and context in the hashta gris and go to the Linkedin group. Discover whether they are involved in the subject or content related to the industry. Investigate review sites related to client products and services to extract the most important topics and themes.

3. Conversation Strategies

You can ask them to understand the deepest needs behind all customer search queries. At this point, you know who is already the ideal buyer and where they are engaged. First of all, if a person is asked directly to explore the points of his pain, he tends to be nervous and protects, and the answer may be biased or skeptical. There is something. Some people do not want a conversation with the brand or its marketing team.

People like to talk about themselves. Therefore, it is necessary to create and execute a conversation strategy based on the target buyer persona. This strategy allows marketing to perform appropriate and personalized strategies and collect higher quality traffic. Share a similar story to them, tell them what you are sympathetic, ask how they solved the problem, and treat them as a hero. This is a certain way to get the necessary information.

4. Custom Growth Stacks

There are many strategies to send traffic to websites, such as SEO and paid media. However, for improving the quality of traffic, Growth Stacks goes on it.

A gloss stack is a set of customized tools and strategies designed to work together to achieve the same goal. A powerful CRM exists as a control center and provides appropriate insights for optimization for marketing teams.

Grows Stack is designed to attract the appropriate buyers while enhancing the SEO strategy, foster them with highly targeted content that meets their unique needs, and turn them into paid customers. Suitable for creating a focused content. Then, even after the purchase, you will develop customers with content, become repeaters, and have influential people advertise the brand.

Learn More About the WEBITMD Growth Stack and How Your Traffic Quality can Improve

You can download the free guide for the ground stack from the following. Please make sure that our custom approach to business growth and sales matches your company's goals before calling!

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  • Upgrade young scientists.

  The invited author must pay all the costs related to the meeting, such as membership fees, abstract submission fees, online or venue registration fees.

  We recommend that you use your community network and the following resources to find and invite authors with various knowledge and experience. These lists are just a starting point, not a comprehensive source, but only for scientists who agree to post the name.

  • Various sources
  • 500 female scientists
  • 500 quia scientists
  • Female Media Center SHE SOURCE
  • Diversification of panels
  • Global science of colored races
  • Database of various speakers in STEM
  • Colored water researcher (Waterpoc)

  4. How to Invite Authors

  • Please log in to the user portal by Wednesday, July 17th.
  • Click Maia count "
  • Select session name
  • Click the "Invitation Author Management" button.
  • You can use the invitation tool to invite a total of two authors.
  • Do not promise to the invited author to make an oral presentation. The Program Committee will make a final decision on the type of presentation and session format, including oral sessions. If an oral session is assigned in August, this is not a guarantee, but in the process of scheduling, the presentation and presentation of the session will be scheduled.

  Invited author's guidelines and policies

  • Invite the author as soon as possible!
  • The invited author must submit the abstract by the link listed in the invitation email by the deadline of August 5.
  • If the abstract is not submitted through a formal invitation, the abstract does not have the status of the invitation author.
  • The invited author must pay all the costs related to the meeting, such as membership fees, abstract submission fees, online or venue registration fees.
  • Not a current member of AGU, but an invitation author who is a member of the relevant society / organization, or an invited author who is not a global scientist, must apply for exemption from membership by July 17. If you have any questions, please contact the AGU Science Program Team.
  • Click here for a detailed policy about the convenience of the Convenience Invitation.
  • A specific instruction will be sent to the union session if the union session is approved.
    • The union session combination is recommended to invite a variety of authors, but the union session combination can be announced in the Union Session.
    • It is recommended to have up to eight invitations of the approved union session.

    The union session combination can also accept posting aspersions and hold poster sessions. If you have not opened the session yet, please contact the AGU Science Program Team.

    5. Marketing Tips & Tools

    AGU wants to provide the tools needed to promote the presenter and the conqueror to promote participation in AGU24. In order to increase the recognition of sessions for submissions, promote participation in AGU24, increase attending sessions, and expand the outreaches of meetings, the ste p-b y-step procedure to support these initiatives. We will provide you.

    • Advertise the session on social media platforms such as Social Media X, Facebook, Tumblr. Please use the AGU24 social media template developed by the AGU design team. Open social media template
    • Post an image of AGU24 on the professional networking site such as Linkedin to post on the professional networking site. To add an image to the post to the network, click to download the image, righ t-click and save it on your computer. Be sure to put a hyperlink on https://www. agu. org/annual-meTing.

    6. Session Allocation, Abstract Review, and Abstract Scheduling

    Once the abstract posting on August 5 is extended, the Program Committee will start scheduling and assigned processes. If you have any questions about the assigned session, contact the specified section program committee.

    • Detailed information about session scheduling will be provided to the combination in mi d-August.
    • The sections of the specified program committee determine the types of sessions (posters, e-lightning, oral sessions, or their combinations) and the total number to be assigned to each submitted session.
    • From mi d-August to late August, at least one combination (major liaison) must be able to schedule sessions in response to any requests of the program committee.
    • After the abstract deadline on August 5, the combination proposes the abstract, and the program committee will refuse to publish the program.
    • The committee may also integrate similar sessions and move misplaced objects to a more appropriate session different from the submitted session.
    • The committee will make a final decision on the arrangement of individual abstracts in the session.

    During the scheduling period in late August, the combination of AGU members can log in to the abstract management site and start the abstract review and session schedule (adjustment of the abstract order).

    • The abstracts are fully examined and evaluated as adoption or rejected based on their scientific results, applications, or another focus.
    • Recommend the subject to be rejected, or report concerns about the submitted subjects to the program committee.
    • Check the outline of session format.
    • Assign a theme author who wishes to make a poster to the poster session.
    • Based on the request of the presentation location (fac e-t o-face or online) selected by the author, the schedule of the Author is determined. The author who selects to announce online and assigns a poster format needs to be online poster format (specific procedures will be announced in August).
    • Nominate at least two sessions (it does not need to be an existing combination). The number of chairs of each session shall be up to 4 people.
    • One person identifies the excellent student presentation award (OSPA) Liaison for each assigned session.
    • The Program Committee makes the assigned session type (oral sessions, poster sessions, elimightning sessions, or these three combinations) and final decisions. The assignment of the oral session is not guaranteed.
    • The presenter will be notified in late August for the session assignment.
    • The session conversion will receive online reviews, access to scheduling tools and detailed instructions in mi d-August. Convocators should check the "Session Concocator's scheduling instructions" sent to all sessions on August 20, 2024 by email.
    • During the scheduling period, the combination of AGU members can log in to the abstract management site:
      • Start scrutinizing the abstract.
      • Adjust the order and timing of the title in the assigned session.
      • Assign session chairs (not an existing session combat) to each assigned session.
      • Specify the liaison of the excellent student presentation award (OSPA). OSPA Liaison is responsible for recruiting volunteer reasons and each OSPA presenter in your session will receive three evaluations. When specifying the OSPA liaison, check with your colleagues to play that role.

      7. Final Online Scientific Program

      • The absence of the abstract notification and the formal date and time of the session will be sent in early October 2024.
      • After the notification distribution, the author must accept or decline the presentation. Please be careful about declining announcements.
      • If the author declines, the title will be canceled from the session.
      • If the program is large, if you are the chairman of multiple sessions and submit an abstract to the academic program, the program committee cannot guarantee that there is no schedule at the meeting.
      • Make sure that the c o-organizer can host sessions as needed.

      8. Replacing an Oral Presentation

      If the author declines the oral announcement after the October program announcement, the session combination can request that the accompanying poster session announcement (applies) will be transferred instead of an oral announcement. This can be performed in an associated session only when the poster presenter has a clear consent.

      To replace a withdrawn oral presentation, please email the AGU Scientific Programs Team with details of the withdrawn presentation, details of the proposed presentation in place of the oral presentation, and a message that the authors agree to the move.

      Note: New presentations cannot be added to fill an open session.

      • The invited author must pay all the costs related to the meeting, such as membership fees, abstract submission fees, online or venue registration fees.
      • Invited authors who are not 2024 AGU members but are members of an affiliated society or organization, or who are not geoscientists, must apply for a membership waiver by July 17.
      • Click here for a detailed policy about the convenience of the Convenience Invitation.
      

      Elim Poon - Journalist, Creative Writer

      Last modified: 27.08.2024

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