I don’t know if this is one of those business axioms that has already been stated, but if it’s not, it should be: The best customers you’ll ever acquire are the ones you already have. What do I mean by that? Well, simply that the cost of attracting, nurturing, and ultimately converting prospects to customers will always be higher than the cost of selling existing customers more of your products or services. There’s even a term for this concept: customer lifetime value. And while companies tend to associate content marketing with generating leads and closing new deals, it is equally powerful when it comes to retaining existing customers.