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Building Brand Loyalty with Content Marketing

Tuesday, September 20th, 2016 by Eric Wilinski

Amazon. Apple. Facebook. The brands with the most loyal customers are, more often than not, the most successful in their market. And it’s no wonder: loyal customers are repeat customers. They’re easier to upsell and cross-sell, and they’re less price-sensitive. They drive down the cost of selling and have higher customer lifetime values. Often, they’re brand evangelists (e.g., Apple fanboys) who can drive significant word-of-mouth business. Indeed, according to Bain & Company:

For more than a decade, our research has shown that companies with a high Net Promoter Score [which measures how likely customers are to recommend the company] significantly outperform competitors. For example, a recent Bain & Company study of 135 companies in more than a dozen sectors and geographical regions found that Net Promoter leaders in an industry grew more than two times faster than their peers.

How do you create more loyal customers? Obviously, you must take care of the basics. You have to keep your promises and value customer relationships. If your product doesn’t do what it’s supposed to do or you’re unresponsive to your market, you won’t have very loyal customers—and you probably won’t be in business very long. So, a good product and good customer service drive loyalty. And so do formal customer loyalty programs—airlines’ travel rewards programs, for example, or buy-X-coffees-get-1-free programs at the local coffee shop.

But most companies with rabidly loyal customers go beyond all that. They stand for something in their customers’ minds—like Harley-Davidson (self-reliance and freedom, with a hint of outlaw), Red Bull (a “no fear” approach to life), and Nike (self-empowerment through sports and fitness). They sell products that delight and amaze customers—like Apple, GoPro, and Disney. And, across the board, they invest in sophisticated content marketing programs that deliver real value to customers. This can include creating:

1. Content that’s especially entertaining, educational, or informative. For instance, Autodesk’s Line/Shape/Space regularly publishes original content of genuine interest to architects, engineers, and designers.

2. Customer community. Thriving brands typically have thriving online customer communities, whether they’re independently run (like many communities devoted to Apple and Apple products, including 9to5Mac, MacRumors, and Macworld) or the brand itself manages them (like the Harley Owners Group, a.k.a. HOG). Communities are great because the customer-created content they generate can do a lot of work that companies would otherwise have to do themselves.

3. Ways to recognize customers. Consider GoPro. Not only do its products delight and amaze customers (what could be more charming than starring in videos of you doing what you love most?)—it solicits submissions of customer videos, and includes the best in official GoPro branding videos, like this one.

The bottom line? If you want more loyal customers, you’ve got to go beyond average when it comes to content marketing. You’ve got to captivate customers and give them value—in ways that your competitors don’t.

is a member of the Content Bureau editorial team.

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How to Design a Co-Branded Data Sheet

Thursday, September 15th, 2016 by Todd Nocera

Co-branded data sheets are exceptionally popular marketing assets, and it’s easy to see why. These one-pagers not only make it super easy for partners to sell your products, they also make for a great leave-behind with prospective customers. But it can be tricky to co-brand a piece that conveys your core messages—summarizing your product’s features […]

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How to Create a Co-Branded Case Study

Tuesday, September 6th, 2016 by Lisa Stonestreet

You’d love your partners to put their all into marketing your shared offering, but the truth is that they’re as busy as you are. Add to that the possibility that they’re less than well equipped to produce professional marketing collateral—and your path is clear. To help partners sell your products, we suggest creating co-branded case […]

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How to Create a Partner-Facing PowerPoint Pitch Deck

Wednesday, August 24th, 2016 by Allison Hayase

To make it ultra easy for partners to sell your products, we suggest giving them a ready-to-use, co-branded sales deck. This asset includes logos from both of your companies, as well as customized information about how your products work together to benefit your target customers. Objective: Generate interest in your joint solution, and spark a […]

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Play Nice: Write the Perfect B2B Sales Playbook for Partners

Wednesday, August 17th, 2016 by Lauren Gudath

If you sell B2B products through partner channels, a sales playbook just might become the most effective marketing asset in your arsenal. That’s because a good playbook gets partners talking about your products directly with their customers. Some playbooks are massive tomes focused on product details and corresponding messaging. Chances are, your partners will find […]

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How to Create Great Partner Marketing Messaging

Wednesday, August 3rd, 2016 by Ruth Burk

You’ve got partners eager to sell your latest offering. Before they head out the door to talk to their customers on your behalf, make sure you arm them with the foundation to speak intelligently (and on message!) about your solution. The best way to accomplish this? Give your partner some purpose-built, clear, and concise partner […]

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The Five Most Useful Partner Marketing Assets

Thursday, July 28th, 2016 by Allison Hayase

Partner marketing is smart. Selling products through distributors allows you to reach many more customers, and grow your business exponentially. But partners need the right tools—different tools than those you’d share with your customers—to successfully sell your services and maintain the integrity of your brand. The Content Bureau has helped numerous clients develop core partner […]

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Throwback Thursday—How to Create a Great Customer Video, Part I: The Case Study Interview

Thursday, July 7th, 2016 by Dan Ahern

Compelling customer video testimonials are an important part of any modern marketing campaign. Yet superior case study video interviews require equal parts planning and magic. In a YouTube world, how do you capture the best customer sound bites on camera? Before I learned to interview customers on camera, I hired experts. I watched and learned. After working […]

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Digital Storytelling as a Way to Build Corporate Communities

Wednesday, June 29th, 2016 by Reka Pigniczky

Have you heard of the International Day for Sharing Life Stories? It’s May 16th, the day that Pulitzer Prize-winning Studs Terkel—known best for his oral histories of everyday Americans—was born. It’s a day to celebrate the power of telling personal stories as a way to build community—any community, from rural to corporate. Personal stories—first-person stories […]

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When It’s Not Super to Use Superlatives

Tuesday, June 21st, 2016 by Laurel Sutton

So you’re supposed to be all casual and authentic when blogging. You might feel comfortable throwing around a few superlatives, like “our product is just the best,” or it’s “best in class,” which you’d never do in more buttoned-up content like eBooks or white papers. You’ve been told that headlines containing superlatives get better results. […]

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