The statistics showing the importance of content marketing in customer retention are staggering. According to the Harvard Business Review, retaining just 5% more customers can boost profits by 100%. Harvard Business Review also found that the single biggest driver for customers to purchase, repurchase, and recommend a product to others was “decision simplicity”— the ease with which consumers can gather trustworthy information about a product. These statistics show that when customers can gather trustworthy information about a product or service, they commit to it.
Customers are often more engaged in information when they see how it is beneficial to them. That is why it is so important to adhere to the WIIFM (what’s in it for me) rule. Content marketing is non-promotional information created to serve your customer. Statistics show that sending helpful, educational articles, blogs and other information that customers can really benefit from (a.k.a. Content marketing) plays a substantial role in customer retention. This, in turn, plays a sizable role in an increased bottom line. NuGrowth’s infographic, Customer Retention: The Lesser Known Benefit of Content Marketing, explains this concept.