When most businesses think of content marketing, they’re talking about customer acquisition and lead generation. They’re right to love content for its ability to bring in interested new prospects. With a solid content strategy, companies can create plenty of buzz and draw more traffic. Outstanding copy does more than bring in new customers, though; it’s also a key component of your customer retention plans. Just as you don’t stop having a conversation with your audience once they become regulars, you don’t stop offering worthwhile content to your frequent visitors and best customers.
Retargeting gives you another chance to make an offer to prospects who might otherwise be on their way out the door. Whether they’re former customers who haven’t connected with you in some time or visitors who once expressed an interest that seems to have waned, prospects whose engagement with you has dropped merit another look with a retargeting campaign. Instead of sending them introductory information or reaching them through SEO, your content team reaches out to this segment of your audience with copy designed to welcome them back.
Established newspapers and magazines have long had a hard-nosed and unsentimental perspective on developing controversial stories to boost circulation: “If it bleeds, it leads.” As unlovely as that sentiment may be, it has a kernel of truth to it. Controversy draws traffic. Just ask the writers at sites like Gawker and Buzzfeed; these mastheads and the click-bait titles they give their articles are designed to provoke a response. Whether that response is positive or negative almost doesn’t matter – people will discuss and share something they disparage almost as much as something they love.
For B2B companies, the landscape is different. Gawker, TMZ and Buzzfeed rely on traffic to make money directly through ad revenue while businesses not in the publishing sector see traffic as lead generation. The last thing a well-established company wants is to be controversial if controversy could cost business.
Some of the lessons controversial content teaches are applicable to B2B industries. Snappy titles that ask a question – “Is all publicity good,” for instance – encourage thought and conversation. The format of controversy, of taking a bit of common wisdom and writing a post that takes an opposing view, also works for B2B content. Other aspects of click-bait writing don’t translate as well; it’s unlikely that B2B industries are going to generate the kind of controversy that drives op-ed columns in national newspapers or draws viewers to any story that has the name “Kardashian” in it, for example.