Content Marketing Commute
Content Marketing Commute
#21: Customer Content Marketing - what is it & why don’t more companies market to customers?

#21: Customer Content Marketing - what is it & why don’t more companies market to customers?

On bikes! With Anne Lauth of Foleon in Vondelpark, Amsterdam

Ever feel like you're constantly chasing after new leads, but neglecting the customers you already have? You're not alone. But there's a whole world of content marketing out there that focuses on nurturing those existing relationships – and it's called customer marketing.

This episode of the Content Marketing Commute podcast dives deep into this topic with Anne Louth, a customer content marketer at Foleon. Anne breaks down the key differences between customer marketing and the traditional content marketing we're all familiar with.

Retention is the name of the game

"Traditional content marketing focuses on lead generation, right?" says Anne. "Customer marketing is all about retention and nurturing the customer."

In other words, instead of constantly trying to fill the top of your sales funnel with new prospects, customer marketing helps you plug the leaks at the bottom and keep your existing customers happy.

Anne talks about her experience working in a customer marketing team and the kind of content she creates. "We're not just creating PDFs that nobody reads anymore," she laughs. "We're all about creating engaging content that helps our customers get the most out of the product."

This could include things like onboarding materials, explainer videos, success stories featuring happy customers, and even educational resources to help users become power users.

Collaboration is key

The episode also highlights the importance of collaboration. "Customer marketing is all about working together," says Anne. "We work closely with the customer success team and the product marketing team to make sure everything is seamless for the customer."

By understanding how customers use the product and what challenges they face at different stages in their journey, businesses can create targeted content that speaks directly to their needs. This is a far cry from the old "spray and pray" approach of traditional content marketing, where you just throw a bunch of content out there and hope it sticks.

"It's like a bucket with a hole in the bottom," says Anne, using a great metaphor. "You can keep pouring content in, but if the customers are just leaving because they're not happy, then what's the point?"

The bowtie funnel

The podcast wraps up with a cool call to action for listeners who want to learn more about customer marketing. Anne recommends checking out the concept of the "bowtie funnel." This is a customer-centric marketing framework that emphasizes the importance of nurturing existing relationships alongside your lead generation efforts.

So, the next time you're thinking about your content marketing strategy, don't forget about the customers you already have! By creating valuable content that helps them succeed, you can build stronger relationships, boost customer lifetime value, and ultimately grow your business.

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Content Marketing Commute
Content Marketing Commute
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