In a conversation with a business owner about the benefits of content marketing, he posed an intriguing question: why should he invest in educating someone who ultimately chooses to go with a different provider?

It's a valid concern, but let's consider this - do those potential clients ever come back after experiencing frustration with their initial choice? The answer is often yes. So, if there's a significant opportunity at stake, it's more than worth it to continue using content marketing to maintain contact and educate even those who aren't currently doing business with you.

11 Reasons to Use Content Marketing to Educate Non-Customers

Using content marketing to educate non-customers allows your organization to:

  1. Help maintain and build targeted awareness.
  2. Demonstrate new thinking and capabilities as you develop them.
  3. Stay top-of-mind for when the new wears off with the new provider.
  4. Keep filling apparent gaps that still exist in the case you made to use your products or services.
  5. Maintain contact with only a small incremental investment in effort, time, and cost when you are already engaged in content marketing.
  6. Have a reason and a means to contact them in the future for something other than a check-in sales call.
  7. Build relationships with additional influencers and decision makers involved in future sales opportunities.
  8. Be in the potential consideration set in case they know other organizations / people who may be nearer-term prospects.
  9. Add value to the relationship outside business transactions.
  10. Raise ongoing issues they may be experiencing currently that you have solved for other customers.
  11. Keep the door open to uncovering new opportunities matching your current or new capabilities.

How are you staying in touch with prospects or customers who’ve passed you over previously?

Are there other benefits you see to educating non-customers? And how are you doing it successfully?

Will our content marketing and education pay off with this potential client? Only time will tell, but if nothing else, it’s made us smarter on laying out a solid business case for successful business-to-business content marketing, so we’re already ahead of where we were! - Mike Brown

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