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How To Use Content Marketing For Customer Retention & Loyalty



How To Use Content Marketing For Customer Retention & Loyalty

As marketers, we sometimes get so caught up in attracting new customers that we lose sight of what’s right in front of us – an existing customer base that’s already interested in our products and services.

In reality, we should be focused on retaining the customers we do have.

But how do you build out a content marketing strategy that will help you connect with those customers on a deeper level?

Publish High-Quality Content Consistently

Your website should be a living, breathing entity. Every update you make to your site plays a role in its interaction with both search engines and customers.

The more new content you offer, the more value you add to your users’ experience, which in turn, will keep them coming back for more.

Luckily, frequent content updates don’t necessarily have to come in the form of blog posts and newsletters.

Feel free to diversify your content offerings with FAQs, product demos, how-to guides, vlogs, and podcasts.


Of course, publishing content on an ongoing basis is easier said than done. Here are a few strategies to consider if you want to keep your content fresh and up-to-date:

  • Set aside time each week to create some content. Adhering to a schedule might make all the difference.
  • Brainstorm 10-20 topics at a time so that you can begin writing without having to brainstorm new topics every time you want to release another piece of content.
  • Whenever possible, you should always repurpose your content into other popular formats. Break down statistics, showcase unexpected findings, and recap your research in newsletters and videos. That way, you’ll be able to make one asset stretch a long way.

Leverage Customer Intelligence

Customer data provides information about a customer’s activity that took place at a specific time and touchpoint. Customer intelligence takes it one step further. These are the insights that come from gathering and analyzing customer data across every part of the customer journey.

To start this process, you’ll want to build out customer personas to segment groups. Next, analyze each group.

User analytics provide a constant stream of data that guides your content marketing. Descriptive, interactive, behavioral, and attitudinal data, in particular, will help you quantify, classify, categorize, and track the customer experience.

Every touchpoint offers companies an opportunity to better understand consumer needs and deliver a more personalized experience.

Create A Customer Communication Calendar

Even if your customers aren’t relaying their feedback to you, your content marketing team should be proactive in reaching out to them directly.

Think about building a communication calendar to better manage customer engagement opportunities to upsell and cross-sell.

The core concept of a communication calendar is fairly simple – it’s a chart that keeps track of customer communication. It tells you the last time a customer contacted you and notifies you when they haven’t interacted with your brand.

Having this information handy makes it easy to launch promotions and customer service features that remove obstacles long before customers even know they’re there.


Social Media Posts To Encourage Community Building

Social media posts make for excellent retention content.

From quick tips and videos to new products and feature releases, social media is a resource that can be used to connect with customers and keep them engaged.

Relationships are a two-way street, which is why brands need to both listen and communicate with their audience to nurture a meaningful relationship.

This can be achieved by running contests, asking direct questions, conducting surveys, and sharing survey results.

Additionally, consider utilizing other community-building techniques via groups and forum-like channels like Facebook Groups, Reddit, Discord, LinkedIn, and Twitter.

Focus On The Customer Lifecycle

In the context of content marketing, it’s important to attract and retain the customer well beyond the initial impulse purchase.

That’s why it’s important to build content around each stage of the buyer journey.

For a holistic editorial plan, here are some of the key methods of communication to consider:



  • Public Relations.
  • Advertising.
  • Social Media Marketing.
  • Email Marketing.
  • Blogging.



  • Website.
  • Ecommerce Marketing.



  • Email Newsletters.
  • Webinars.
  • Blog.
  • Forum on Social Network.

Help + Resource Center + Customer Feedback

Asking for feedback is one of the best ways to keep your community at the heart of everything you do.

After all, nothing resonates with customers like compelling stories about people like themselves who faced and solved similar – if not identical – problems.

If you want to make your customers feel heard, show them that you care about them, not their business.

It’s also a good idea to turn your product or service into an authentic brand story. This will make it more engaging and relatable.

To maximize the success of your brand story, you’ll need to address your customers’ pain points.  Share social proof in the form of testimonials, case studies, and press mentions.

Even hosting events like webinars and online workshops for consumers can help prove expertise and strengthen credibility.

Send Engaging Onboarding Emails

The first time someone uses your product or service is a very important milestone in the customer journey.

A lot of attention to detail goes into determining how to onboard customers.


Keep in mind that your customers’ needs can change as soon as they start to use your product or service.

To stay ahead of the curve, be proactive and incorporate images, links, animations, and discounts into each email. Adapt your offerings whenever applicable.

The onboarding process occurs at the beginning of the journey. It lays the groundwork for the relationship with your customers.

Be Everywhere Your Customers Are

There’s no getting around it. Businesses of all stripes are heading full-throttle towards digital.

However, your customers are already there. They are discovering products on social media and leaving reviews on their phones.

From YouTube to LinkedIn, you need to aim for omnipresence to get the most out of your marketing dollars.

The more mediums you broadcast your message through, the higher your chances of catching the attention of your target audience and turning them into repeat customers.

Personalize, Personalize, Personalize

The larger your company is, the harder it is to portray your brand as genuine.


No customer journey is the same. Providing a customized experience can help you engage with your audience on a more personal level.

You can address customers by their first name in an email, segment contact lists, and reply to comments on social media.

Implement Improvements Fast And Announce Those Changes With Content

Responding to customer feedback in a timely manner is going to grow your brand in several ways.

First, you’re letting your customers know that you understand their pain points. Simply sharing empathy will go a long way with customer retention.

Second, you come off as a company that actively listens to its target audience and is just as receptive to positive comments as you are of critical ones.

Third, you position yourself as a brand that takes action.

Final Thoughts On Content Marketing

Remember – your customers always have the option to jump ship.

Don’t let them switch to your competitors.


Build trust with your audience by creating and publishing quality content across all channels. Over time, you’ll amass a following of brand loyalists who will stick with your company for the long haul.

And you have your content marketing strategy to thank for that.

More resources:

Featured Image: one photo/Shutterstock

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Which Is Better For You?



Which Is Better For You?

Content marketers are using video content more than ever.

In 2022, 86% of businesses use video as a marketing tool.

Aside from the rise of TikTok, especially during the pandemic, more marketers are creating videos, and 46% of marketers said it was because videos had become easier to develop in-house.

As a content marketer, should you jump on the bandwagon?

And what about the more “traditional” YouTube?

Worldwide, YouTube is part of the Top 3 social media networks. TikTok isn’t just yet, though it’s steadily climbing the ranks at No. 5.

Just because TikTok is the newest kid on the block doesn’t mean you have to allocate all your video budgets to it.


Choosing between the two requires careful thought and consideration. You must factor in content type, target audience, engagement rates, and influencer marketing spend.

So, which of these two viral video platforms makes more sense for your business?

Let’s dive in.

What Is TikTok?

After Chinese tech company ByteDance acquired in 2017, its technology was ported. Thus, TikTok was born.

TikTok (called Douyin locally) is a user-friendly social media platform that allows users to create short-form videos.

With a free video editor in-app, anyone can add filters, stickers, and text-to-speech for a 15-second video.

TikTok has over a billion monthly users, making it the most downloaded app worldwide in 2021.

What Is YouTube?

With over 2.1 billion monthly active users, the video-sharing platform has been around much longer. Launched in 2005, YouTube has been the mainstay for sharing video content.


Three former PayPal employees founded YouTube as a way for people to have fun sharing their home videos. (Remember the first few viral YouTube videos?)

Compared to TikTok, YouTube videos are a lot longer.

Factors To Consider When Choosing Between TikTok And YouTube

TikTok YouTube
Audience (U.S.) 50% between ages 18 and 24, 17.7% between ages 12 and 17 95% between ages 18 and 29
Average Content Length 15 to 60 seconds 11.7 minutes
Average Time Spent Per Day 45.8 minutes a day 45.6 minutes a day
Traffic (Organic) 318.2 million 646 billion
Traffic (Paid) 643,600 65.1 million
Successful Niches
  • Dance
  • Comedy
  • Smaller/specialized creators
  • Product must-haves
  • Breakdowns of news stories
  • Makeup and fashion hacks with trendy sound clips
  • Storytime (first person POV)
  • Evergreen content
  • Lifehack and DIY videos
  • How-tos
  • Gaming, people, and blogs
  • Music and entertainment
  • Sporting Events
Cost For Business Accounts $o – free account $o – free account

Audience For TikTok vs. YouTube

TikTok Has A Younger U.S. Audience

If you’re marketing to teens, a.k.a., Gen Z (and by extension, Generation Alpha who are becoming teens next year), TikTok is a strong bet.

As of April 2022:

Almost half of TikTok users in the United States were between 18 and 34 years, making up the largest demographic group for the platform.

TikTok users aged between 12 and 17 made up approximately 17.7% of the popular social video app user base in the United States, while 2.5% of TikTok users in the country were 11 years old or younger.”

This means that TikTok is especially popular with Gen Z while more and more adults are steadily becoming app users, too.

Note that younger children ages 12 and above can access TikTok (the app requires a minimum of 12 years of age to get a profile).

Gen Z And Millennials Are More Likely To Trust YouTubers

If you’re trying to reach Millennials (while keeping older Gen Z in mind) and be seen as more authoritative, YouTube could be a safer bet.

According to Pew Research:


“In 2021, 95% of U.S. adults between 18 and 29 years of age said they use YouTube (the age demographic with the highest percentage) while only 49% of U.S. adults who are 65+ years reported using it.”

According to the YouTube Culture And Trends Report 2022, 83% of Gen Z watch soothing content on YouTube to help them relax.

Lastly, in a survey by Ypulse, YouTubers were the most trusted public figures (31%) among those surveyed, beating TikTokers by 12%.

TikTok vs. YouTube: Content Format And Length

Keep It Short And Sweet On TikTok

TikTok has a maximum length of three minutes. TikTok recommends an optimal 21 to 34 seconds to keep viewers interested, but average videos last 15 – 60 seconds.

While it leaves little room for all-out explainer videos, you can still create quality content on the go and turn it into a non-chronological series.

TikTok favors short-form videos with an aspect ratio of 9:16; it is vertically optimized for mobile devices.

The platform also has TikTok LIVE, a feature for creators to connect in real-time with their audience (think Q&As or concert experiences).

Leave The Longer Videos To YouTube

Verified accounts on YouTube can run up to two hours of video, while unverified accounts can only upload 15 minutes. The average length for videos is 11.7 minutes.

While YouTube videos are popular on mobile devices (49.3% are watching on mobile YouTube), the number is expected to decrease as YouTube continues to be available on desktop and TV devices.


Keep a 16:9 aspect ratio in mind since YouTube apps are becoming more popular with smart TVs, gaming consoles, and other gadgets.

YouTube launched its livestream feature for creators back in 2011.

The platform is famous for its gaming livestreams, the Superbowl, the Olympics, and more.

Moreover, YouTubers can curate content playlists, allowing viewers to enjoy music streaming and related content for hours with an autoplay option.

Note: The average time per day for both channels is around 45 minutes, with TikTok winning by a hair at 45.8 minutes compared to YouTube’s 45.6 minutes.

Comparing TikTok vs. YouTube Algorithm

There is content that works well on both platforms (consider product reviews and reaction videos).

Nevertheless, here are the types of content for which each channel is better known.

To dig deeper into TikTok’s powerful search algorithm or how YouTube’s search results recently changed, we recommend further reading up on them in the links provided.


TikTok: Niches That Succeed

Screenshot from TikTok, September 2022

Bite-sized content has never been more digestible, with creators using TikTok to spread straightforward content in memes, educational content, lip sync, and dance videos.

These often include specialized content series, like Random Amazon Finds That Just Slap, Things I Just Found Out In My 30s, or professionals connected to a particular hashtag with content usually dedicated to one specialty. (Note: That could be an opportunity for your business’s industry or niche.)

Small and big brands can work with influencers to create simple, engaging, potentially viral content. See how Clinique’s Black Honey Lipstick sold out because of TikTok videos spreading awareness.

TikTok Creator content tends to be relatable and authentic; you can use the TikTok Insights tool to see what works for each generation in what industry.

Niches That Work On YouTube

Popular content on YouTube includes how-to videos, product reviews, music videos, comedy skits, and much more.

Your brand can benefit from collaborating with YouTubers (the most trusted figures, according to the survey above). For example, NordVPN frequently has sponsorship arrangements with tech gadget reviewers, like Techmoan.

YouTube can be better for products that aren’t as easy to show off in short formats. Additionally, YouTube tutorials tend to have a more serious tone.

TikTok Ad Formats

For TikTok ad formats, you have the following options (see TikTok Ads For Beginners: A Complete Guide & Steps To Success to learn how to use them).

  • TopView: An attention-grabbing, distraction-free, 60-second video format.
  • In-Feed Ads: A native-inspired ad type that will integrate seamlessly into a viewer’s “For You” page.
  • Branded Hashtag Challenge: A UGC (user-generated content) using your brand’s hashtag campaign.
  • Branded Effects: Branded stickers, filters, or special effects.

YouTube Ad Formats

For videos that have ad monetization features, these are the following video ad formats available for YouTube business accounts.

Read The Complete Beginner’s Guide To YouTube Video Advertising for a comprehensive guide on how to use them.

  • Skippable video ads: A video ad with an option for viewers to skip after five seconds.
  • Non-skippable video ads: These ads don’t allow viewers to skip this typically 15-20 second video.
  • Bumper ads: Up to six seconds long, these ads need to be watched before a video is viewed.
  • Overlay ads: Only seen on desktop, these ads take up the lower 20% screen of a video.

YouTube videos can be monetized and can earn shared ad revenue.

Setting up business accounts is free on both platforms. Keep in mind that TikTok has a $50 minimum for an ad spend, while YouTube Ads offers $100 in free credits when you spend $50 on video ads.


Should you favor one over the other?

On the surface, has 318.2 million organic traffic, and has 646 billion.

For paid, TikTok traffic is 643,600, while YouTube reaches 65.1 million.

YouTube and TikTok are here to stay, and while YouTube’s traffic seems bigger, TikTok’s fast rise to the top is one to look out for.

Typically, both are ideal for marketers who invest in video marketing; 87% of marketers say video has helped them increase their traffic, and 82% on dwell time.

The best platform depends on your brand and the type of content you have the resources for, the customer purchase cycle, your social media goals, and your budget.

When used wisely, whichever of the two you choose will help benefit your business in the long run.


More Resources:

Featured Image: Daxiao Productions/Shutterstock

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