Flip the Funnel: How to Use Existing Customers to Gain New Ones

SO WHAT CAN YOU DO ABOUT IT?

There are two (though not the only two) interconnected approaches for companies to adopt when thinking about integrating content into a customer activation model.

1. The rabbit approach—as in multiply, multiply, multiply. Congratulations: You’re now in the import-export business and need to act accordingly. Duplicate, distribute, and seed your content to the nether regions of the Web and wherever that conversation exists. Let your content be transported, accompanied, and shared by—and with—any and all.

2. The gold rush approach—Source and select new content from your customers. When it comes to original content creation—that is, MESSAGING—you’re no longer calling the shots. The discovery of brand-relevant and-resonant content is like sifting for gold. Though there’s going to be a lot of dirt along the way, one thing’s for sure—there’s gold in them thar hills. Who knows—it could be your next 30-second spot or purpose-based call to arms.

Deploying a robust content-hub strategy gives the brand an unlimited number of opportunities to seed the kind of content that carries a commensurate amount of buzz and influence. By creating a two-lane superhighway of content flow—and rewarding and recognizing creators and their content—companies can activate customers’ engagement and explicitly amplify a very credible body of creativity, perspective, and knowledge.

And for every bit of content that is sourced, acquired, and curated, universal currency is bartered ...