The Power of Content Marketing: Reducing Customer Churn for Good

Written by: Elena Daskalova
Jul / 19 / 2023

The battle against customer churn is an ongoing struggle for many businesses, including B2B SaaS companies. We all know how important it is to retain customers to maintain revenue growth, and the high churn rates can be pretty discouraging. As a result, SaaS companies fail to ensure long-term success and a strong market presence. Fortunately, content marketing can effectively reduce customer churn while staying relevant to the client base, i.e., the target audience. 

Reducing the churn rates is a challenge, but if you effectively leverage content marketing strategies, you can keep these people close to you, foster loyalty, and continuously provide value to the customers. 

But before we dive into this topic, let’s discover what customer churn is and why it’s important to keep these rates lower. 

What is Churn Rate?

Customer Churn (CC) is a business metric measuring the rate at which customers stop working (doing business) with a particular company or stop using their products or services for a specific period or forever. It’s an important concern, especially for businesses providing a product or service to customers (like B2B SaaS or subscription-based services). 

For example, if at the beginning of the year, the company has 1,000 active users, but after three months, 40 of those cancel their subscription or end the contract, the churn rate is calculated this way:

Churn Rate = (Number of Churned Customers / Total)*100

Or using the numbers from the example:

Churn Rate = (40/1000)*100 = 4%

The higher this rate is, the more customers your company loses. So, in order to improve the situation and reduce churn, you don’t only need to provide the best service but also nurture the existing customers and build ongoing trust between you and them. 

How Content Marketing Helps Reducing Customer Churn?

Content marketing is the process of creating and sharing valuable and relevant content with the target audience according to some strategy. You must consistently provide quality content to establish stronger customer relationships and reduce churn. 

But how does content marketing help?

Education and Onboarding

Customers want to know how your B2B SaaS product helps them improve productivity, manage the workflow, organize data, or in general, how the features are useful for them. That’s why you need to educate them with content related to product features, best practices, and tips on how to use it. Additionally, you can provide resources, guides, and tutorials, so they can have a smooth onboarding experience. 

Customers must understand the value of your SaaS product or solution. That way, you reduce churn because they have enough information with no risk of confusion or uninformed decisions. 

Customer Engagement

Publishing entertaining and informative content is also essential to the content marketing strategy. You need to write relevant blog posts, publish videos, podcasts, and even social media updates to keep the target audience interested in your B2B SaaS brand. 

Engaging content often attracts a more relevant audience compared to any other content type. That way, you strengthen the relationship with your customers, making them feel more connected to your brand. 

Addressing Pain Points

Using content marketing, you can effectively address any pain point you detect within your target audience. That way, you can cover all the challenges your customers face, offer solutions, or simply demonstrate understanding and commitment.

People don’t like being ignored, especially when they have some problems. By showing you care, your customers feel less frustrated, and you reduce the churn risks at the same time. 

Personalization and Segmentation

Your customers aren’t equal even though they’re interested in buying or already use the same SaaS solution. Content marketing allows you to detect who your customers are and segment them by their unique needs, interests, and preferences. That way, you can deliver more personalized content that resonates deeply with a specific group of customers. 

As a result, you increase engagement and loyalty, which means less risk for customer churn. By showing individual care, every buyer, no matter their awareness stage, receives individual care from you. 

Identifying and Filling Up the Content Gaps to Reduce Churn Rates

Content gaps are so-called holes in your content. Sometimes, no matter how strong the content strategy is, you may miss some essential questions and pain points – not on purpose. That’s why your content marketing approach needs revisions every now and then, so you can detect the eventual content gaps and fill them strategically. 

That way, you reduce customer churn because every individual included in the buyer journey gets covered by tailored and personalized content delivered to them.

But how to identify those gaps, and even more important, how to fill them to ensure your B2B SaaS product sales are consistent?

Analyze Customer Feedback

Gather information from your customers even though sometimes their questions are too general. Analyze the feedback, support tickets, and social media interactions, or even run surveys so you can see if you miss anything. 

Identify the areas where customers are seeking more information or assistance, or ask too many questions. Take care of their concerns, as it can indicate content gaps you can easily fill up once you listen to your customers. 

Map the Customer Journey

An effective customer journey map helps you identify the touchpoints where customers meet. Every role included in the journey may have a different starting point and take fewer or more steps on the path to conversion. 

By analyzing the customer journey, you can detect the areas where you have enough content to support the customers. Also, you can clearly see if you miss anything or if your content leads to customer confusion or frustration. Once you resolve that, you immediately reduce the churn risk.

Perform Content Audit

Every content marketing strategy needs reevaluation and improvements. If you notice increased customer churn and are sure everything is fine with your B2B SaaS product, you may miss something with your content. Try to audit the existing content and see if it adequately addresses customer needs. 

You’ll be surprised how effectively you can discover content gaps this way. During the audit, you’ll identify specific topics or areas that aren’t properly covered. These opportunities offer ongoing value to your customers, and if you fill them up properly, the risk for churn gets lower. 

Analyze Customer Behavior

Analytics tools help you gain insight into how customers behave while on your website. By analyzing bounce rate data, you’ll see what makes them angry or frustrated and improve that. Also, look for some patterns in user engagement to detect the drop-off points. 

Use heatmaps to detect if they expect a clickable element but you don’t have it on your page. Customer behavior tells a lot about the content gaps and opportunities for improvement. It’s up to you to leverage the right tools and take this task seriously to expand your content effectively.

Note The Gaps and Create a Plan

As we said, your content strategy is surely great, but you can always improve it based on content gaps and customer churn reasons. That’s why you need to monitor the performance of the old but also newly created content. 

Prioritize identifying and bridging the content gaps by providing content in various formats like blog posts, tutorials, videos, webinars, case studies, ebooks, or whatever format drives more engagement.

Conclusion on Reducing Customer Churns in B2B SaaS

B2B SaaS content marketing is a proven way to reduce customer churn in today’s competitive landscape. By understanding client needs, you can effectively deliver informative materials and educational resources to drive engagement, loyalty, and satisfaction among consumers.

Of course, overcoming the content gaps takes the whole buyer experience to the next scale, as you have all the answers to their burning questions, addressing the pain points. That’s how you reduce the customer churn risks with your content marketing strategy.

About the Author

Picture of Elena Daskalova

Elena Daskalova

Experienced content writer with a focus on SaaS content marketing and copywriting. With a passion for crafting compelling stories, paired with expertise, delivers narratives that drive customer engagement and growth.