Content & Messaging Strategies for Long-Lifespan Products

For brands that sell products with lifespans that stretch into multiple years, devising a digital marketing content strategy can be difficult. They know they need to keep their customers engaged, but they often struggle with how to keep the conversation and relationship going between product replacement cycles.

For permission-based channels like email and SMS, it can be dangerous to not reach out to subscribers on at least a monthly basis. Less frequent messaging can zero out your email sender reputation, for instance. More broadly—and perhaps counterintuitively—it can be much, much harder to maintain permission when you mail, say, every other month than twice a month.

In her presentation at Litmus Live last fall, Ann Handley shared two stats that highlight the challenge and the opportunity. First, 95% of buyers are not in the market for you at any given time, according to LinkedIn B2B Institute. And second, 90% of buyers ultimately choose a vendor they had in mind before they began research, according to Bain and Google.

So, brands need to stay top-of-mind with customers between purchases, but need to do so largely by sharing non-promotional content to avoid alienating customers.

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