I just read a great article by Robert Rose, Chief Strategy Officer at Content Marketing Institute called, Content Is Too Important to Leave to a Content Department. In it he cites “Indium’s simple but powerful ‘From One Engineer to Another’ blog network” as an example of a company treating content with product development methodology instead of the traditional campaign focused way of doing things. Having no idea who Indium is, and always intrigued by a company’s ability to create a blog network, I did some googling.

Indium is a supplier of materials to the electronics industry. We’re talking semiconductors, thermal management, and flux capacitors. Really sexy stuff. The “From One Engineer to Another” blog network refers to the company’s successful effort to get their engineers blogging. Certainly this ethos goes much deeper in their communication strategy than what you see on their blog, but I love this example of B2B content marketing.

Kudos to their Director of Marketing Communications, Rick Short, for spearheading this operation:

I’ve been saying repeatedly, for years, that the best way to influence your target audience is with your authenticity. To do that, turn your company inside out. Let your formerly behind-the-scenes staff talk to your audiences.

Rick wants to know, “How do you turn your company inside out?

That sounds odd, I know. Content that potential customers discover at the top of the funnel is… well, at the top of the funnel. So what on earth does it have to do with customer retention and reducing your churn rate? Those educational blog posts, ebooks, guides, infographics were masterfully created to target specific personas to acquire qualified leads, and bring them further down the funnel to eventual conversion. Why would a customer who is days or hours away from giving up on your product forever care about this content? I mean, the customer journey is as simple as top, to middle, to bottom funnel content, right?

funnel_content

Wrong.

If your top funnel content is offering the right kind of value that’s properly aligned to the problem being solved by your product, why shouldn’t it work double duty. Incorporate this high value content into your retention email flows starting with product on-boarding. Sure, break it up, repackage it, repurpose it; whatever it takes to make sense in the customer experience, but whatever you do, use it! Don’t let your best top funnel content be just for prospects. Chances are your customers either didn’t read it, or they won’t remember. Continue to provide this value after the sale, and your churn rate will thank you.