Customer Marketing: Part 2 – Content
Content is a core pillar of customer marketing. Use newsletters, blogs, and webinars to promote customer success and keep customers informed. How each works.
TL;DR
- Content is a core pillar of customer marketing: material your team creates to promote customer success or to inform customers about new initiatives, products, features, or news.
- Three leading content initiatives support customer marketing: a customer-specific newsletter, a company blog, and webinars.
- A customer newsletter can run weekly, monthly, or quarterly and share case studies, data and insights, surveys, testimonials, and upcoming events, webinars, and podcasts.
In Part 1 of the customer marketing series, we discussed how CSMs can advocate for their customers through customer success stories and reference programs. Through this kind of advocacy work, CSMs can help customers share their stories, thank them for their partnership, and leverage success as a sales tool.
In addition to advocacy, another pillar of customer marketing is content. This is any new, engaging content that your team creates to either 1) share and promote customer success or 2) inform your customers of new internal initiatives, products, features, or news. Creating content specifically about and for customers ensures that your team is always putting your customer needs – and their successes – first across various platforms and projects.
Here are three leading content initiatives that can help support customer marketing:
1. Newsletter
While your marketing team may already publish a newsletter to prospects, building a customer-specific newsletter is a great way to share content with your customers. Pick a cadence that works (think weekly, monthly, or even quarterly) and start building and sharing exciting stories with your customers. Anything from a personal update to product or industry news is fair game for your newsletter. Additional topics could include:
- Upcoming events, webinars, podcasts, and more
- New customer case studies
- Data and insights
- Surveys (and survey results)
- Testimonials or other customer quotes
2. Blog
Another channel that isn’t just for outbound marketing is your company blog. Blogs are a great way to showcase your team’s credibility, authority, and knowledge in your industry, and what better way to do this than by including your customers? Anything from a blog that highlights a new customer success story or a post on feature secrets that end-users need to know can work on your blog. Just make sure that you’re taking Google Analytics, SEO optimization, and other industry tools to help drive traffic to your site.
3. Webinars
As we have slowly but surely adapted to the new, ultra-connected world, webinars have emerged as a critical channel for delivering engaging content – without having to meet in person. Webinars are a great way to engage customers at scale and deliver the right content to the right users. Your team can use a customer-specific webinar to focus on product use cases or best practices. In contrast, a prospect-specific webinar could be a great place to highlight a customer story or thought leadership. When it comes to webinars, make sure things are set up so customers (and prospects!) can download old recordings on-demand in case they missed the live version.
Want to learn more industry-leading approaches to customer marketing? Make sure you read the first part of our customer marketing series on advocacy here.
You can also check out these additional resources from ClientSuccess to ensure your team is on top of the latest customer success initiatives:
- Webinar: How to Make Breakthroughs in Customer Success
- eBook: How to Become an Elite Customer Success Leader
- Toolkit: Customer Success Trends Toolkit
Frequently Asked Questions
What is content in customer marketing?
What are the best content channels for customer marketing?
What should a customer newsletter include?
See how ClientSuccess scales the playbook you've built.
Walk through it with a CS-led demo and see how it'd fit your team.