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How Haters Inspire Powerful Content

Authors: Jess Jay Baer
Posted Under: The Content Experience Show
Content Experience Show Logo
Hosted By

Anna Hrach

Convince & Convert

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

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.

Jay Baer - InstagramKeep Customers Coming Back For More (Content)

We all know the power of content to acquire new customers. But what about keeping the ones we already have?
A whopping 40% of B2B business is from existing customers, yet only 2% of budget is allocated to keeping those customers through customer service. By only focusing content on acquisition, you are ignoring nearly half of your revenue generating business.
As customer service moves to the very public realm of social media, Jay Baer knows there is a huge opportunity for businesses to both acquire and retain customers by showing you care for them publicly and privately. Embracing public feedback, both good and bad, allows you to create motivating content that caters to both new and existing customers.
Not only that, but many marketers labor under the often incorrect assumption that they know exactly what their customers want and need. The only way to be sure of that fact is to speak directly with your customers and use that information to fuel your content creation.
Ultimately, none of this is possible without allocating the resources that focus on listening to and caring for your customers.

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


Quotes From This Episode

“People don’t care about customer service as much as they should.” —@jaybaer
“For a long time, customer service has been a necessary evil and mostly in private. Now customer service is often in public—whether it’s social media, discussion boards and forums, ratings and review sites, whether it’s B2B or B2C—and so it is increasingly a spectator sport.” —@jaybaer
“Creating content only for acquisition is crazy.” —@jaybaer
“People who create content don’t actually know what customers want.” —@jaybaer
“You will never be great at customer service unless it’s part of your corporate culture; unless your culture is aligned at some level around customer retention and keeping the customers that your content has helped you get the first time.” —@jaybaer
“There are two totally different types of people who complain, and the differentiation is not really so much in demographics…It’s where people complain.” —@jaybaer
“We assume, as marketers, that we know what questions customers have.” —@jaybaer
“Topline growth with bottom-line churn isn’t really topline growth. You’re just running in place.” —@jaybaer
“Being better at customer service than people expect is actually pretty easy because people don’t expect very much.” —@jaybaer



What did you want to be when you grew up?

Jay dreamed of being a reporter for the Washington Post. Dedicated to his craft, he was a self-professed “super-big newspaper nerd” in high school and initially majored in journalism before switching over to political science.

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