62% of marketers believe content marketing helps educate the audience. Absolutely. That’s what it’s designed to do, because an educated audience is a trusting audience. 63% say that it helps build loyalty with existing clients and customers. And this is 100% true.
When I was working at the law firm this kind of trope would go around from our marketing and business development leaders. They would say the firm gets most of its new business from existing customers. You have this customer, they’ve learned to grow and trust with you. And as you continue to go to them and say, “Okay, what else can we do? We can help you with this, this and this and this.” They agree. They say, awesome, great. Let’s do that. So you’re just continuing on the relationship in a way that’s the most interesting.
63% say content marketing builds loyalty with existing customers. So, if I have an existing customer, how am I continuing to support them? Let’s say I’m doing some work for them or they need to be buying a product from me. What am I doing to support them, to continue to have that good relationship?
I read an interesting article that talks about how podcasting is one of the best ways to maintain an existing client relationship because you’re continuing to express your expertise, knowledge, your product, and know-how. It’s valuable in a much more friendly and connected way because podcasting is very intimate. You know, it’s a voice in your ears.
And so people will continue to see you as a leader, especially if you’re trying to be doing something that’s, you know, service-based or if you’re trying to demonstrate that your product, you’re trying to develop that. Like there’s a change in my customers and it’s coming as a result, and it’s awesome for people to be able to experience that in a personal way.