What Content After the Funnel Really Looks Like

Amanda Nelson, Senior Manager of AppExchange Content & Community at Salesforce, joins the Content Pros Podcast to discuss her approach to customer retention through content and community building.

In This Episode:

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Full Episode Details

amanda-nelson-instagramLife After Sales

Most content marketers’ journey begins and ends with the sales funnel. They draw prospects in, convert them to customers, and leave it at that. There is a certain level of customer retainment built into some content pieces, but it’s not the focus by any means.

Amanda focuses on content that comes after the funnel. She sits in the space after the sale with a goal to engage and retain customers through targeted, responsive content.

Amanda and Jeff

Amanda Nelson and Jeff Cohen at MarketingProfs’ B2B Forum

One unique aspect of her approach is to join forces and brainstorm with customers on what is important. By talking to them, hearing their stories, and putting them at the center of everything she does, she lets the customer become the voice of the product. This practice has resulted in rich and exciting content that is essentially peer-to-peer between customers.

Not only does this keep customers after the sale, but it also feeds information back to the company as to what consumers are looking for in their products. So while Amanda’s content starts after the sale, it has a ripple effect throughout all stages of the funnel.

In This Episode

  • How content does and does not change after a sale
  • Why curating the best content means interviewing customers
  • How regular internal check-ins lead to efficient and relevant content across platforms
  • Why a meaningful response means preparing applicable content in advance


Quotes From This Episode

“Customers like to talk about their stories.” —@amandalnelson

There’s a lot of opportunities in just sitting down and talking with customers. ” —@amandalnelson

“It’s more about newsletter sign ups and getting folks like engaged with us in other ways, besides lead gen. ” —@amandalnelson

“We have an immediate ability to track what happens, talk to the customer afterwards, and have a next step related to the topic we’re talking about. ” —@amandalnelson

“There are ways to still do great content marketing when you’re small. It’s all about reusing, recycling, and even reducing the amount of work you’re doing, like working smarter not harder. ” —@amandalnelson

About 90% of the content you share is not yours, only 10% is. ” —@amandalnelson

“We focus on the business challenges of customers and address it with content.” —@amandalnelson

“The community aspect and the content aspect really do go hand in hand. ” —@amandalnelson

“It’s great to respond and engage on social or other channels, whether it was positive or negative sentiment, but if you don’t have any content to support it or take it to the next level, it falls flat. ” —@amandalnelson

“If I can’t find content or if I see it everywhere, imagine how a customer might feel. ” —@amandalnelson

“There’s this opportunity to extend it and bring content and community together, not only externally but internally as well. ” —@amandalnelson

“As a content marketer, you want to think about auditing your content.” —@amandalnelson



What’s one takeaway from MarketingProfs B2B Forum?

It’s important to make people laugh. Humor is one of the strongest connections you can make with a customer or your audience so think hard about some interesting ways to catch their attention and crack them up.

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