CONEX S4: How Haters Inspire Powerful Content

Jay Baer, President of Convince & Convert, joins the Content Pros Podcast to discuss converting haters into advocates, mining complaints for impactful and effective content, and the profitable power of a focused customer retention plan.

 

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip: Flip the Switch
• ClearVoice
• Convince & Convert: The Business of Story

 

In This Episode

• Why thinking through to customer retention means creating content that embraces feedback
• How creating content solely for customer acquisition leads to a decrease in revenue
• Why cultivating current customers means built-in advocacy between sales and marketing
• The power and relevance of customer service to content creation
• Why the public forum of social media griping means a huge opportunity for businesses

 

Resources

• Stat of the Week: 40% of B2B revenue comes from existing customers, yet they're only spending about 2% of their budget on customer service.
• Jay Baer on Twitter: @jaybaer
• Hug Your Haters
• Growth Hacker Marketing
• KLM Lost & Found Service
• Social Pros Podcast

 

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