Guest post: Why content marketing is the best tool for improving customer retention

This guest blog post was written by Ruthie Carey, Content Marketing Manager at Refersion, a performance marketing platform that helps ecommerce brands manage and track their affiliate, influencer, and ambassador marketing programs.


The need for brands to produce consistent and high-quality content has never been more critical. From small startups to large household brands, the most important thing brands can offer customers is value. Consistently producing high-quality content keeps existing customers engaged and loyal to your brand.

What is content marketing?

Content marketing has proven to be a powerful tool for brands to attract and retain customers and deliver lasting success. But, what is content marketing anyway, and how does it contribute to better returns for brands? 

Content marketing involves creating and sharing meaningful content that piques a consumer’s interest to learn more about a brand’s products or services. It can be in the form of blog posts, social posts, videos, and other forms of media that entices customers to engage further with a brand.

Brands need to provide real value to their shoppers in order to retain them. The content needs to answer their questions and resonate with them to increase engagement. By sharing meaningful content, brands establish a long-lasting and positive relationship with their audience, which helps build brand loyalty.

By consistently sharing high-quality and relatable content, brands become more valuable to their customers. The more you answer your customers’ questions, the more likely it is they will want to shop with you.

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How can brands implement content marketing into their outreach options?

Focus on the customer lifecycle

Regardless of the industry or the form of content marketing materials a brand offers its customers, it needs to focus its outreach strategy on delivering the right content at each stage of the customer journey. 

There are three stages that consumers typically find themselves in: the awareness stage, consideration stage, and closing stage. Therefore, brands need to offer valuable content tailored to each stage to attract and retain customers.

The awareness stage

The first stage of a customer’s purchase journey is awareness. The primary focus of this stage is to effectively answer any concerns or questions their audience may have. During this stage, a brand’s content marketing strategy should be educational while resonating with its audience. They should offer content that addresses their audiences’ pain points and challenges, ultimately leading to earning their trust and establishing credibility and brand awareness. During this stage, the best form of content is informational articles, ebooks, videos, or newsletters. 

The consideration stage

The next stage a customer moves to is the consideration stage. During this stage, a brand’s content marketing strategy should provide valuable content while also serving to market the brand and its products and services. Brands need to effectively educate their audience about their products or services and how they can address all their needs. The best form of content is promotional “how-to” articles or videos and case studies during this stage.

The closing stage

Content marketing is vital in the final stage of the purchase journey. During this stage, the content marketing strategy should focus on the sale and persuading the target audience why the brand’s products or services are the best choices. The brand’s content should highlight their expertise in their industry and the unique value and benefits customers receive by choosing their products or services. During this final stage of the journey, the best forms of content are influential and persuasive user-generated content, product videos, and buyer’s guides.

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Social media

Social media posts are great tools for increasing customer retention. Sharing content such as valuable tips or new product videos on social media is a great way to connect with customers and keep them engaged. Brands can engage in social media contests and giveaways that incentivize customers to interact with the brand. 

Brands can also utilize social media to ask for feedback from their customers and address their pain points by sharing valuable resources and social proof in the form of customer testimonials and case studies. Social media allows brands to foster positive relationships and a sense of community by listening and communicating with their audience.

Loyalty programs

Brands can utilize content marketing on social media to improve customer retention and build customer loyalty. They can make customers feel special by celebrating their most loyal ones by sharing personalized messages and content on social media.

Social media is an excellent channel for brands to encourage customer interactions through user-generated content. You can use your loyalty program to reward your customers with points in return for generating authentic UGC content for your social channels.

Ready to take your content marketing strategy to the next level? Check out how to use performance marketing to increase customer retention to see how your brand can benefit from performance marketing.

About the author

Ruthie Carey

Ruthie Carey is the Content Marketing Manager at Refersion, an end-to-end performance marketing platform that helps ecommerce brands manage and track their affiliate, influencer, and ambassador marketing programs. With a seasoned background in the ecommerce and technology space, Ruthie’s relevant industry knowledge and adoption of emerging trends form the foundation that makes her content shine.

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