How NRMA used Content Marketing to Increase Customer Retention by 5% and add $3.6 million in revenue

NRMA used content marketing to increase customer retention by 5% over 12 months, which added $3.6 million in revenue.

Yesterday I spent the day at Interactive minds, Digital Brisbane Summit – a digital conference that brings all like-minded people from Brisbane together.

One speaker particularly caught my eye, Emma Cornwell – Publishing Officer at NRMA.

Through NRMA’s content strategy, the company created a website called to help them engage their 20-45 year old market. Traditionally, the company has had strong brand recognition within the 55+ market, but one of the challenges Emma faced was appealing to the younger demographic.

Through a well devised content strategy, Emma led the team to some real actionable results. Not only did content marketing drive customer acquisition, but it also increased customer retention – something that a lot of marketers tend to disregard or not put a focus on.

So with this post I wanted to share three key takeaways that I got out of Emma’s presentation to help give you some ideas on how you can use content marketing to increase customer retention.


Create content and information based on what your customers tell you

This helps to create a conversation and drive engagement with customers. What worked really well for Emma as continuously testing and refining the topics to see which one’s really engaged their audience. By listening to your customers, you can direct your future content initiatives and write about stuff your audience actually wants to read.

I can’t agree more with Emma. One of the big problems with marketers and their content efforts is a lack of strategy. Lots of marketers are spending big on content but are lacking any form of strategy.

Sit down with your team and work out why you are doing content marketing, who your audience (target market) is and what value you can bring to the table that is of interest to your audience.


Use star power to increase your reach

Emma speaks of today’s society being so obsessed with celebrities.

For example… What is Kim Kardashian up to?


She recommends using celebrities to extend your message and reach to new audiences. Celebs no longer need to just attach their face to your product; you can now use them to start a series of blog posts, or videos that can build an ongoing relationship with your audience.

A great example of this in action is Shane Warne’s ongoing relationship with 888poker. Not only is he the Facebook of 888poker down under in Australia, he regularly blogs on his site about his poker stories and send through Twitter updates to keep all his fans up to date with what he’s been doing.

Shane’s role as an 888poker ambassador doesn’t just stop at the end of a TV commercial, his involvement extends to other content and media, giving 888 more bang for their buck.


Understand the role of content in conversion


This is a copy of the funnel Emma showed us which demonstrated the role of content in their conversion funnel. Note the last two parts, loyalty and advocacy.

That’s the big takeaway here; quality content that creates conversions actually builds customer loyalty and leads to customer advocacy. With the NRMA example, they were able to engage their audience and use the content to focus on building a community. As each customer progressed through the funnel, each content piece was doing its bit to strengthen the bond and relationship. Even after the conversion happens, NRMA customers continued to visit and share their content.

When you are tracking your customer’s journey, don’t forget their post-sale interactions. Customer Insight Group found that loyal customers represent 55-70% of your sales – so make sure you look after them!

Related: 5 traits of a loyal customer that you can’t afford to miss


60% of companies are planning to invest more in content

Content marketing is a big part of your marketing strategy. The biggest takeaway I had from Emma’s experience is to make sure you focus on quality content that engages your audience.

Think beyond customer acquisition and recognize the need for content as part of the fourth and fifth stages of your conversion funnel. Loyal customers who share content and grow into customer advocates will help you retain more customers and grow your business.

Gordon Tan

Gordon Tan is an entrepreneur based in Australia who has started and sold multiple technology companies with a combined value of $150m. This included a client satisfaction benchmarking platform which gave him first hand insight into the best practices of over 6,000 businesses. After retiring at 35 he is now a recognised thought leader on winning and retaining clients - His two passions: making clients the heartbeat of a business no matter what the product or service and this blog.

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