6 Steps to Building a Loyal Customer Base. Hint: Be Like Norm

In Wednesday’s keynote, “6 Steps to Building a Loyal Customer Base,” Joe Pulizzi, founder of the Content Marketing Institute, distilled how content marketing can help build customer loyalty.

The problem, Pulizzi said, is that most of the content we are creating is about us. To build loyalty, we need to help the customer. “We need to be delivering amazing information,” he emphasized. “You want to build an audience that knows, likes, and trusts you. Become the leading expert in your niche. It’s tough, but there’s a way to do it.”

Content marketing doesn’t have to be expensive, but it does require a process, Pulizzi said. Here are the six steps he presented:

Do more with less. The average company is inundating its customers with content – podcasts, email newsletters, print magazines, social, blogs, webinars, etc. To build loyalty, start by doing one thing well for a long time – and then diversify. You only have so much content energy, Pulizzi pointed out. Instead of using that energy to produce 10 different mediocre things, put that energy into just one or two things to get to the greatness line. 

Find your content tilt – your sweet spot. Define your target audience and area of expertise and match it with your audience’s needs. What’s the one thing you can do in the world better than anyone else? Using tools like Google Trends to find an area that will differentiate your company.

Start with a content mission statement. This mission statement will guide every piece of content you create based on the informational needs of your audience; it’s never about what you sell. Each audience you want to engage with requires its own content mission statement. 

Be consistent or forget it. Be like Norm Peterson of the television show “Cheers,” Pulizzi said. Peterson showed up at the same stool every day and always had a fun quip as he entered the bar. Ensure your newsletter or podcast consistently shows up on time and conveys something worthwhile.

Acquire content assets. There are two ways to grow – organically and through acquisition. Acquisitions don’t have to be expensive. You can acquire a relevant database or a media outlet that targets your customers. Find five-to-10 companies, bloggers, YouTubers, etc., already successfully targeting these companies and see if they want to partner or acquire them. 

Drive diverse revenue. Once you build a loyal audience, you can drive revenue in all different ways, including selling advertising on your site, affiliate links for podcasts, training, and consulting. 

 In his closing remarks, Pulizzi challenged the audience to “review all the content you are creating and see how you can differentiate yourself. Figure out what your North Star is, your mission statement. Work with your teams to focus on the one or two types of content that can be truly great.”