Using Content to Build Customer Relationships | Erik Mansur, Head of Product Marketing at Ziflow

In this episode of the Make and Market podcast, host Lawrence Chapman has an insightful conversation with Erik Mansur, Head of Product Marketing at Ziflow, about how manufacturing companies can leverage content marketing to build strong customer relationships. Erik is a proven leader in product marketing, having worked at LocaliQ and Crayon before moving into his role as Head of Product Marketing at Ziflow.He discusses strategies for using content to establish trust and credibility, create authentic and relatable messaging, nurture leads through the sales funnel, and foster long-term loyalty. Key topics include- Using content to answer customers' burning questions and establish your company as an authoritative source- Repurposing evergreen content into different formats and channels - Developing buyer personas to create relatable and human-centric content- Maintaining brand messaging consistency while optimizing based on customer feedback - Leveraging user-generated content and customer testimonials for social proof- Fostering loyalty and advocacy through transparency and two-way conversations