Customer Success Managers as Content Marketers

Customer Success Managers can think of ourselves as Content Marketers to our clients. 

According to inbound marketing software HubSpot, content marketing includes the following: 

• Educate your leads and prospects about the products and services you offer

• Build relationships between your customers and business that result in increased loyalty

• Show your audience how your products and services solve their challenges

• Create a sense of community around your brand

We can think about applying these techniques in Customer Success by asking the following: 

1. How can we educate customers through our own expertise, with our company’s content resources or with industry best practices? 

2. What ways can we leverage our interactions with the customer to build a relationship with our company?

3. When can we demonstrate to our customers we are a reliable resource to solve their problems?

4. Where can we bring our customers together such as syncs, webinars or workshops to develop a sense of community around the work we are completing together? 

Content Marketing Institute describes content marketing as: “the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

CSMs can build trust with our customers through the principles of content marketing and ideally earn our customer’s business in return.