Want to improve customer retention and boost repeat sales? In this week’s March Madness–themed content digest, find out how to turn current clients into super fans of your business with outgoing content. You’ll also learn how millennials are changing the game of B2B buying, which interactive content inspires lead-gen victories, and why traffic drops don’t always signal defeat. Plus, see what CMOs retweet most and find out why writers need to ditch the word “should.”

Top 5 Keys to Customer Retention
By Mike Saldi at MarketingProfs
Even the most casual observer of the B2B marketing game knows that improving customer retention is a highly effective way to score big increases in sales and revenue. So how do you make it happen? Saldi explains how ongoing content is one of the five key tactics marketers can employ to better engage current clients.

Google Says Millennial Influence on the Rise in B2B Buying
By Alex Kantrowitz at Ad Age
Some 46 percent of all potential B2B buyers are now millennials, according to a recent report from Google and Millward Brown. Kantrowitz dives into the data to examine what this generational shift means for content marketers.

More Than Quizzes: 3 Types of Interactive Content That Drive Leads
By Julie Wingerter at Content Marketing Institute
Q: Are there digital content types besides quizzes that business audiences find engaging? A: Absolutely. In this story, Wingerter examines how to use three formats—interactive white papers, infographics, and calculators—to connect with buyers.

Where Did It Go? Understanding Traffic Drops in Google Analytics
By Pierre DeBois at CMS Wire
Don’t panic—it’s not the final buzzer. That’s DeBois’s key piece of advice if you see a big drop in website sessions on your Google Analytics traffic report. Instead of rushing to blindly make changes, first follow these steps to understand what’s actually happening, and why.

How Marketing Executives Use Twitter: Top Content Sources, Most Retweeted Handles
By Ayaz Nanji at MarketingProfs
Which mainstream media outlets and industry publications do CMOs mention frequently in their tweets? Who do they tend to retweet? Get the skinny from Nanji on the sources marketing execs use most often for tweet fodder.

Should writers ditch the word ‘should’?
By Evan Peterson at Ragan’s PR Daily
The word “should” weakens language and causes stress, according to research published in Psychology Today. Peterson describes what the findings mean for marketers and suggests why writers may want to give the word the cold shoulder.