Retain, Engage, Sustain: Crafting Content That Keeps Customers Coming Back
Camelback H
Breakout
Content2Conversion
Information
Customer retention is the new acquisition — and to build strong relationships with existing customers, 84% of B2B marketers are relying on content marketing. With modern customers demanding personalization, relevance and value in every post-sale interaction, even the savviest of practitioners struggle with long-term engagement strategies and demonstrating the ROI of retention-focused content.
With that in mind, marketers need to develop a content strategy that goes beyond the initial sale and keeps customers interested and involved throughout the entire customer lifecycle. Throughout this panel discussion, some of the industry’s greatest minds will convene to discuss the power of content in customer retention, with a focus on:
- How to strike the right balance between educational, informative content and cross-sell/up-sell promotions;
- How to think about campaign strategies and make use of it for demand throughout the entire customer lifecycle;
- The importance of incorporating and aligning diverse content formats — such as blogs, videos, interactive content and more — with customers’ preferences to maintain their interest;
- Identifying the most effective channels for content distribution and how marketers can navigate the various channels to ensure they’re reaching their existing audiences; and
- How to ensure that content remains relevant to changing needs and the customers’ challenges, as well as the top strategies for measuring the impact of retention-focused content.
