The effect of integrated content marketing on customer retention: A study of a digital media firm in Kaduna, Nigeria.
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Background of the study: Integrated content marketing, which combines diverse content forms and channels, has emerged as a powerful tool for enhancing customer retention. In Kaduna, digital media firms are at the forefront of employing content strategies that create engaging and informative narratives for their audiences (Turner, 2023). This study examines how the strategic integration of blog posts, videos, social media content, and interactive media influences customer retention rates. By providing consistent and valuable content, firms can build trust and foster long-term relationships with their customers (Walker, 2024). Integrated content marketing enables firms to maintain a continuous dialogue with their audience, ensuring that the brand remains top-of-mind and relevant. Despite its potential, many firms encounter challenges in content creation, distribution, and maintaining uniformity across platforms, which can undermine customer retention efforts (Mitchell, 2025). The study aims to bridge the gap between theoretical content marketing models and practical implementation, thereby offering insights into best practices for sustaining customer loyalty in the digital era.
Statement of the problem: Digital media firms in Kaduna face difficulties in maintaining high customer retention due to fragmented content strategies. The absence of a cohesive and integrated content marketing approach often results in inconsistent messaging, which undermines customer trust and engagement. Although content marketing has proven benefits for customer retention, practical challenges such as resource constraints and platform-specific content adaptation persist. This study seeks to identify and analyze these challenges, evaluating the overall impact of integrated content marketing on customer retention (Turner, 2023; Mitchell, 2025).
Objectives of the study:
To assess the impact of integrated content marketing on customer retention.
To identify key challenges in developing and implementing cohesive content strategies.
To recommend solutions for enhancing customer retention through effective content marketing.
Research questions:
How does integrated content marketing influence customer retention rates?
What are the main challenges in executing integrated content strategies?
What best practices can improve customer retention through content marketing?
Significance of the study: This study provides valuable insights for digital media firms aiming to improve customer retention via integrated content marketing. The findings offer practical recommendations for creating cohesive content strategies that foster long-term customer relationships, thereby enhancing overall business performance (Walker, 2024).
Scope and limitations of the study: The research is confined to examining integrated content marketing and its impact on customer retention within a digital media firm in Kaduna, excluding external industry comparisons.
Definitions of terms:
Integrated Content Marketing: A strategy that unifies various forms of content across multiple channels.
Customer Retention: The ability of a company to retain its customers over a period of time.
Digital Media Firm: A company specializing in the creation and distribution of digital content.
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