Content Marketing As A Driver For Customer Retention And Business Growth

Fatima  Aban,; Mark  Sotto,; Marc Francis  Amor,

Content Marketing As A Driver For Customer Retention And Business Growth

Fatima Aban | Mark Sotto | Marc Francis Amor

Discipline: Marketing

Abstract:

This study was conducted to examine the influence of content marketing on customer retention and business growth among selected micro-enterprises in Santiago City. A quantitative descriptive-correlational research design was employed using a survey questionnaire to gather data from 60 business owners and 60 customers. The study assessed the extent of implementation of content marketing strategies, the level of business growth in terms of financial, strategic, structural, and organizational aspects, and the level of customer retention. Results revealed that content marketing strategies are extensively implemented, and business growth is generally high. Customer retention was also found to be high. Significant positive relationships were found between content marketing and financial, strategic, and organizational growth. However, no significant relationship was observed between content marketing and customer retention, nor between business growth and customer retention. The findings suggest that while content marketing effectively supports certain aspects of business growth, additional strategies may be necessary to enhance customer loyalty.

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