{"id":2915,"date":"2017-08-29T16:19:00","date_gmt":"2023-10-18T16:19:13","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2915"},"modified":"2023-10-18T17:35:47","modified_gmt":"2023-10-18T17:35:47","slug":"content-strategies-to-amplify-customer-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/content-strategies-to-amplify-customer-marketing\/","title":{"rendered":"3 Content Strategies To Amplify Customer Marketing"},"content":{"rendered":"\n

Content marketing tends to be front and centre when companies talk about their strategies to boost lead generation and attract new prospects. But when the conversation turns to customer marketing \u2014 the activities you do to drive loyalty, advocacy and maximizing relationships \u2014 it may not be immediately apparent where content marketing fits in.<\/p>\n

To some extent, it\u2019s easy to understand why content marketing and customer marketing seem to have little to do with each other. After all, you don\u2019t need white papers, ebooks, blog posts and infographics for people who have already signed up for your products and services. On the other hand, customer marketing is a vital part of retaining the 20 per cent of your installed base that probably drives 80 per cent of your revenue. Neglect them at your peril.<\/p>\n

Part of the key difference between the content you create for customer marketing vs. leads and prospects is that it doesn\u2019t need to be gated. In other words, they don\u2019t need to fill out a form with their contact details to access an asset, because you already have that data. However you can still use Marketing Cloud<\/a> to track their engagement with those assets and ensure that you\u2019re delivering something of value to them \u2014 and ultimately to your company\u2019s own future.<\/p>\n

Even if you\u2019re a small or medium-sized business without a dedicated customer marketing team, you can still create content that matches that of a much larger organization. It may also turn out to be some of the most enjoyable content you create.<\/p>\n

Start with some of the ideas outlined below and brainstorm more with your team members:<\/p>\n

1. Make Advocacy Quick And Simple<\/h3>\n

Case studies are a hallmark of customer marketing, but they don\u2019t always have to be hundreds of words long and require an in-depth phone conversation that takes up a lot of a client\u2019s time. Think about the details you\u2019re most likely to skim when you look at a comprehensive case study and encourage your customers to send them to you. Use e-mail, social media or whatever channel makes sense to drill down on the following:<\/p>\n