In last week’s CMI #CMWorld Twitter chat with Ardath Albee on B2B content marketing, participants discussed whether our job as content marketers goes past the sale. The consensus was that it should.
“ Why? ” you may ask.
My response is that you should have a content marketing strategy for customer retention if you want to convert customers into evangelists and, ultimately, extend the reach of your brand.
This is in line with CMI’s philosophy and definition of content marketing as well:Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall content marketing strategy, and it focuses on owning media, not renting it.As content marketers, especially in the B2B world, we invest a lot of our energy in converting a prospect to a customer by working through the following steps: Researching […]
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