LeadMagnetGeniusYou might be thinking, “Sure, content can attract new people. But retain customers? How does that work?” Great question. Let’s break it down:
Attracting Customers (Acquisition): This is the top-of-funnel part. When people search on Google, or scroll through social, or ask a question on YouTube – content is what they find. If you have a helpful blog post that answers their question, you’ve just met a potential customer. For example, a company selling hiking gear might have a blog post “10 Best Day Hikes for Beginners” – hikers find it, they get value, and they discover the brand. Now the brand didn’t “sell” anything in that post, but it attracted a relevant person (a hiker) who could eventually buy boots or a backpack from them. According to the Content Marketing Institute, it’s about attracting and retaining a clearly defined audience and ultimately driving profitable action – the “ultimately” is key. Content draws them in without a hard sell; sales can come later once trust is built.
Content marketing is crucial for SEO (search engine optimization). 88% of consumers research a company online through content before contacting them. If you’re not putting out content, those 88% might never find you or consider you. People want to learn before they buy. If you provide that learning, you’re in the door.
Retaining Customers (Loyalty): Once someone is a customer, content keeps them engaged and loyal. How? By continuing to help or delight them post-purchase. For example, if someone buys that hiking gear, the company can send them weekly emails with “Pro Hiking Tips” or a link to a video on “How to Maintain Your Hiking Boots.” That content ensures the customer uses the product successfully and enjoys it (they get more value, which increases satisfaction). It also keeps the brand in their mind, so when they need more gear, who will they go to? Likely the brand that’s been consistently helpful.
Also, content can foster a community or sense of belonging. If a brand has a content hub or social presence where customers interact (comment on blog posts, discuss in forums), those customers become part of something bigger, which increases loyalty.
Some content, like customer stories or Q&A webinars, can directly address existing customers’ needs and show you care beyond the sale. A great example is how some software companies have “knowledge bases” and tutorial series (content) that help users get the most out of the product – that’s content marketing serving retention by improving user experience.
Content can also introduce existing customers to other products (softly). E.g., an article “How to choose a winter tent” might be useful info that also subtly mentions your new line of tents, prompting an additional purchase.
In short, content marketing builds relationships: initially to turn strangers into prospects, and subsequently to turn customers into repeat customers and advocates.
Brian Clark (founder of Copyblogger) said, “These days, people want to learn before they buy, be educated instead of pitched.” Content marketing fulfills that.