B2B Content for Customer Retention Tells a Different Story

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Customer retention calls for a different content strategy


SUMMARY: B2B marketers are paying more attention to customer retention and should adjust their campaigns to that specific purpose, Ardath Albee writes. Content marketing should encourage the embrace and use of the purchased product, and help customers find more value in it. Probe them for their expansion plans and potential problems with the product or service, and give even the smallest customers the attention they need and deserve.


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