Home topics small-business-resources sales-and-marketing Marketing Marketing How to drive customer loyalty with content marketing Richard Parker May 13, 2013 It’s a simple idea really – customers are the lifeline of any business, so keeping them should be a top priority. A key strategy in building customer loyalty is providing value. Value can come from the products and services you offer but also from the extra things you could provide, like useful and relevant information or content. Content that is highly interesting, entertaining, informative or useful to your customers is powerful in ensuring repeat businesses and creating brand advocates who will then recommend your business to their peers. Content marketing is more than just sending out a regular newsletter or blog. It is a strategic discipline that can be executed to achieve a number of aims, like customer loyalty, increased membership, sales generation and brand awareness. In marketing, we often focus more on expanding and reaching out to new audiences. However, retaining the customers you’ve worked so hard to obtain can be just as important as getting new customers – it’s often cheaper to hold on to an existing customer than to recruit a new one. If done effectively, a strategy that aims to encourage repeat business and builds a community of loyal advocates can have a significant financial impact for your business. Here some strategies you can implement to encourage customer loyalty. Free content Don’t underestimate the power of free content when used properly. Giving out free information that could