Episode 13 – Marketing Strategies for Client Retention – Part 2- Content Marketing

May 24th, 2021

Email Marketing Strategies for Client Retention

This is part 2 of a 4 part series on Marketing Strategies for Customer Retention. 

Part 1- Email Marketing -56% 

Part 2- Content Marketing – 37% 

Part 3- Social Media Marketing- 32%

Part 4- Referral Marketing- 26%


Harvard Business Review:

  • It’s 5-25x more expensive to acquire a new customer than to keep an existing one. 
  • Increasing Customer retention rates by 5% increase profits by 25% to 95% 

What is Content Marketing? 

  • Creating and distributing relevant and valuable content for a specific audience
  • Different Audiences:
      • Attracting and acquiring new customers in your target audience
        • Based on the idea that people looking for information will find you
        • You will establish yourself as an authority on the topic, (Know, like, trust)
  • Continuing to engage with your current customers
      • Staying top of mind with them
      • Consistently adding value to them
      • Reinforcing positive relationship with your brand 


Can you give us an example of Content?

  • Blog posts
  • Educational Articles
  • Videos
  • Webinars
  • Newsletters


How does it help with customer retention? 

    • Reduces Returns and non-use
    • Encourage additional & repeat purchases 
    • Build Loyalty and referrals
  • Reinforce Value of the Brand – Showing people more ways to get value out of the product or service they have already purchased from you


Best Practices? 

Create Content sequences 

  • Integrate your content with Drip Campaigns 
      • When Customers buy, create a journey/ next steps for them to take
      • Trigger a drip campaign that links to content on the website. 
  • Post on your website
    • Link to your social media/ sharing
    • Email clients with a teaser and a link to the website
    • Share the post on social media 


Practical Examples? 

  • Jumpstart the use of your products and services 
      • Reinforce the positive experience of their buying decision
      • Assembly guides
      • Onboarding for software or services
      • If services, create expectations for your process (Tell them what they can expect when working with you)
  • Use Blog posts and videos to show how your product works
    • Especially important if there’s education required in the use of your product or service. 
    • Also, a great way to show the benefits of your product or service compared to competitors.
    • Share new ways of using your product or service
    • Share customer testimonials of how it helped them 


How do you do it right? 

  • Consistent Content
      • This is not something that you can be hit or miss
  • Great Content
      • Not just page filler
      • Should not be “salesy”
      • Informative, relevant 
      • Answer common questions people have about your product
  • Shareable Content
    • Branded Graphics that can be shared 
    • Infographics

Additional Resources and links mentioned in the podcast:

Most Effective Digital Marketing Tactics for Customer Retention:



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