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Three Steps for Creating Effective Relationship Marketing Strategies

There is an epidemic of low value/high volume company content bombarding customers across all imaginable touchpoints.

Instead of fostering stronger loyalty, it is turning customers away. To fix it, you have to redefine what good looks like from the customer’s perspective, not yours.

STEP 1:
Create content that Is genuinely valuable
to customers.

Turn your content strategy outside in. Customers want to know that companies care about their mission and end goals. Create content that proves this by educating customers on how best to achieve them. Make sure the content cannot be found anywhere else.

Customers want to know that companies care about their
mission and end goals.

STEP 2:
Make it short.
The second people see longer-form content, they choose to not engage. The reason you see so much of it is that short form is more challenging to create. Build strong relationships by committing to short-form content that is punchy, unexpected, easy to read, and entertaining.

STEP 3:
Never violate Steps 1 & 2.
Companies are asking very busy customers for the one thing in shortest supply: their time. They give it based on the quality of their past experiences. When content quality wavers, customers spend their time elsewhere.

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