{"id":41767,"date":"2020-10-19T10:00:35","date_gmt":"2020-10-19T17:00:35","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/jay-baer-customer-loyalty-content-interview\/"},"modified":"2025-06-28T18:39:21","modified_gmt":"2025-06-29T01:39:21","slug":"jay-baer-customer-loyalty-content-interview","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/jay-baer-customer-loyalty-content-interview\/","title":{"rendered":"Regain Customer Loyalty With Content \u2014 an Interview With Jay Baer"},"content":{"rendered":"

We talk about the buyer\u2019s journey all the time. Yet, the majority of content marketers are forgetting about one of the most important stages… the fourth. Our funnel is set in stone, with a definitive top, middle, and end. What about the importance of customer loyalty? What about creating post-purchase content to keep the very customers we worked so hard to attract and win?<\/p>\n

2020 has caused unprecedented shifts<\/a>\u00a0in how we market products and services through content. Getting \u201cmore leads, more leads, more leads\u201d is an itch that\u2019s become much more difficult to scratch. We can\u2019t replace a customer with another as easily as before. We have to focus on providing useful content to our customers to continually build their happiness and success.<\/p>\n

An interview with Jay Baer on creating customer loyalty through content<\/h2>\n

Unless you\u2019ve been way too hunkered down in a cave somewhere, you\u2019ve heard of\u00a0Jay Baer<\/strong>. In my opinion, he is a marketing mastermind. He is also the founder of Convince & Convert<\/a> and the author of six best-selling books, including ‘Youtility: Why Smart Marketing Is About Help, Not Hype.’<\/p>\n

After attending his webinar\u00a06 Steps to Rewire Customer Loyalty and Boost Your Business<\/a>, I wanted to hear more. I imagine you all would like to figure out what it takes to thrive (not just survive) the rest of the year. Jay is here to show you the way.<\/p>\n

\"An<\/p>\n

Content marketers create content for the buyer\u2019s journey, but commonly overlook the stage after the sale closes…. customer loyalty content. Can you talk about the importance of customer loyalty as it relates to content creation?<\/h3>\n

It is amazing to me how in 2020 we still put so little emphasis on customer retention. While doing research for my book, ‘Hug Your Haters<\/a>,’ I came across this interesting Adobe research: On average, B2B companies get 80% of their revenue from repeat customers. However, I would say anecdotally that the amount of content marketing directed towards repeat customers is a sh*t-ton less than 80%. It\u2019s more like 1%.<\/p>\n

Part of it is just how business is structured and how companies are rewarded. There aren’t a lot of super lucrative retention bonuses out there, but there are a whole bunch of bonuses for client acquisition.<\/p>\n

From the very first day you own a lemonade stand, you have it drilled into your head incorrectly to focus a tremendous amount of time on getting new customers and way less time on keeping customers. Everybody says\u2026<\/p>\n