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How to Use Content to Build Customer Loyalty and Retention

by Craig Fitzgerald, C.C. Chapman  |  
May 30, 2013
  |  6,053 views

Though content marketing is not a new concept, it's now more important than ever for any company looking to build relationships and drive deeper engagement with customers. Even as content creation tools and social media have simplified the process, they've also changed the business landscape. Companies now need to embrace their new role as publishers and act accordingly.

Act like a publisher

If you are putting content online to tell your brand's story—whether via your email newsletter, Facebook account, Twitter handle, or blog—you are a publisher. Rather than ignoring this reality, you should acknowledge the critical importance of your content marketing program and put a plan in place to manage and measure its effectiveness.

IMN recently surveyed marketing professionals across different industries [full findings here] to better understand how they viewed and measured effectiveness of content marketing programs.

Though the vast majority of respondents said they understand the value of a content marketing program and are engaged in content marketing efforts, many are having serious challenges in executing a content marketing program at a very basic level. Internal resource constraints, finding and sourcing relevant content, making sure content passes regulatory compliance, and hiring good content writers were the primary challenges respondents faced when implementing a content marketing strategy.


So how can you address those challenges and implement a successful program? By following the following four steps.

1. Set program goals

Before kicking off your content marketing program, set specific goals outlining what you're hoping to achieve. Those goals will begin to shape the types of content you ultimately provide.


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Craig Fitzgerald is editorial director of IMN, a digital marketing services provider. Fitzgerald leads editorial strategy and oversees content for the company's customer email newsletter and social marketing service. C.C. Chapman is an expert in online and social media and a co-author of Content Rules.

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  • by Cliff Pollan Thu May 30, 2013 via web

    One of the other great channels to get your content to your prospects and clients is your sales, account and service teams. As business buyers are much more self sufficient in their buying process, they require salespeople to add value in order to engage with them in their decision process. Sharing insightful content really helps the sales people to inform and teach, which is critical to moving a deal to close.

    This also creates a strong bond between marketing and sales which helps to reach the overall goal of growing revenues. It also increases the ROI on investment in content. Great to have the Sales VP at the marketers side fighting for more budget for content.

  • by Gracious store Thu May 30, 2013 via web

    It is always a good idea to measure the effectiveness of your marketing strategy. This will help you to know where you need to put more effort or even discard completely

  • by Ajay Prasad Fri Jun 7, 2013 via web

    Great article. Thank you for sharing such a relevant information with the readers. For me creating a good content is always the way to go. Good content marketing is the most part of inbound marketing. It is also important because it encourages the bloggers to link to you as well generating more organic traffic. Most importantly, keep in mind one thing while preparing the content, that it shouldn't go as a waste of time and effort, every reader should learn something out of it.

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