Content marketing strengthens customer relationships by increasing their perceived value of your company, according to marketing expert Bob DeStefano in his new book Old Dog, New Clicks: Online Industrial & B2B Know-How for the 21st Century.
"Market your specialized knowledge to demonstrate to prospects and customers that you are the expert in your field," says DeStefano. "They’ll choose to do business with you because of your specialized knowledge about the applications and best practices for the product."
Providing customers with free, useful content – such as blog posts, whitepapers, e-books and webinars – should be the "cornerstone of your online marketing strategy," says DeStefano.
Read more about using your valuable knowledge and insights to build stronger customer relationships in Old Dog, New Clicks: Online Industrial & B2B Know-How for the 21st Century.