7 Types of Content That Speaks to Recurring Customers

6 Minute Read

Tags: Blog

The construction industry is constantly changing and evolving, which means that your company needs to stay on top of its game. Building relationships with customers is one of the most important tasks in this kind of business. However, it can be challenging to keep customers coming back.

In today's fast-paced world, it can be difficult to keep your customers engaged. It's not always easy to know what content will resonate with your customers, but there are specific types of content that seem to find success.

The B2B construction industry has a high presence of recurring customers. With customers who spend thousands or millions of pounds, it's important to create content that speaks to these types of customers.

There are many ways to engage customers in your industry, but not all of them will yield the same results. Here are 7 types of content that you can use for recurring customers to keep their interest and maintain a long-term relationship with your company:

1.  Case Studies

A case study is one of the most popular types of content that businesses share with their customers. A case study typically shows how your product or service has benefited a customer you've worked within the past.

This type of content provides insight into how other individuals have achieved success, and it helps to build trust between your business and your customers. It's also an easy way to encourage future sales because it lets prospects see the benefits they could receive by becoming a customer themselves. Content like this can be used for recurring customers because it not only speaks to them specifically but is often shared socially as well, which increases its spreadability among new audiences at little cost to you or your team.

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2.  How-To Videos

In today's world, creating content is simple from a technical standpoint. However, one of the biggest problems businesses face is focusing on content creation instead of content promotion. In order for your customers to see the value in your products, it has to be shared with them in a way they can understand and use. This is where how-to videos come into play.

How-to videos are an attractive alternative to case studies because they provide real results that potential customers can actually see occurring right before their eyes. The visual aspect makes it possible for more people to engage with your brand and spread what you're sharing through social media or embedding your video on their own websites so others can see it.

Video Marketing Concept. Closeup Landing Page on Laptop Screen  on background of Comfortable Working Place in Modern Office. Blurred, Toned Image. 3d render.


3.  Blog Content

All businesses have their own blog that they use to share insights into their industry or company. However, creating engaging blog content for your customers is a completely different task from writing about your company's activities.

To create valuable blog content, you must tailor what you're writing to individuals who are already familiar with your brand and understand why you exist in the first place. This means having conversations with customers and learning more about how they work so that the information you send out can be useful to them in some way. Because of this, blogging provides powerful opportunities for recurring customers because it helps build relationships between your business and its existing customer base. It also allows you to see how customers react to certain types of posts compared to others, which gives you insight into what types of content they'll respond to the most.


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4.  Ebooks and Whitepapers

As a business, your biggest asset is your knowledge. Learning how to share that knowledge effectively can help attract new customers even if you're having trouble making sales, creating amazing assets like ebooks and whitepapers for your current loyal customers.

While these two forms of content are similar (ebooks tend to be shorter than whitepapers), they both provide engaging insights into problems that your customers may be dealing with on an ongoing basis. The benefit of actually creating these assets is that they can provide value not only before someone becomes a customer but also after as well.

For example, ebooks can be used to help your customers make better decisions before they purchase your products. After they buy, whitepapers are a great way to get them excited about using what you've sold because it shows them how it can improve their day-to-day operations.

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5.  Customer Surveys and Polls

It's important to give your customers a way to provide feedback through surveys and polls so that you have insight into who they are and how they feel about your company.

The benefit of regularly surveying or polling your customers is that it helps identify opportunities for improvement while also identifying specific changes you can implement to see results. These types of recurring content should be easy for all parties—the customer that takes the survey and the business that analyzes the results—to complete.


6.  Customer Stories

In the same vein as video case studies, it's a good idea to create recurring content from your experiences with specific customers. This can consist of blog posts or videos that feature customer stories and how they've been positively impacted by working with your company.

What's great about these types of stories is that you're not only showing current customers how awesome your business is but also giving them ideas for new ways you can help them in the future. For example, a musical instrument retailer could create a series of blog posts featuring customer bands and their favourite products, or a local restaurant could host a short video series interviewing its best patrons on their unique trips to the establishment.

7.  E-mail Newsletter

Once you've started seeing success with your customer base, it's a good idea to keep them in the loop by continuing to engage with them through e-mail newsletters.

Building trust between your business and its customers is vital but it takes time. It's essential that you're not just sending out marketing email blasts without any rhyme or reason because this will do more harm than good. Instead, try using recurring content like an e-mail newsletter as a way to send out helpful updates without being annoying.

Your email list should consist of people who don't mind receiving updates from your company monthly instead of daily. This way they know what types of things they can expect so it doesn't come as a surprise when you send out an email.

For example, if someone has visited your site for project ideas before but has not made any purchases yet, they could receive an email prompting them to take their next step in the process.



How Atlanticus Digital can Help

The construction industry is a competitive one and it can be difficult to keep your company's name in front of potential customers. The key to keeping your customers coming back is understanding what they want. One way that you might do this is by creating content that speaks directly to the needs and interests of repeat customers- people who have already purchased from you or otherwise engaged with your brand online before.

If you need to keep your loyal customers coming back to your businesses, the key is creating content that speaks to them. Atlanticus Digital can help you create customised campaigns with content tailored specifically for your customers.

Niall Parfitt

Niall Parfitt

Niall Parfitt is marketing professional with over 20 years experience of working with large organisations to SMEs. Niall runs his own inbound marketing agency, Atlanticus Digital and is experienced in all areas of digital marketing including marketing strategies, Social Media, Web and email marketing.