Due to the limited research into client attrition within South Africa's content marketing industry, there is a scarcity of understanding with regards to the causal factors clients attribute to discontinuing services from an agency. The contribution of this paper is to evaluate this topic within a digital media company's operations for the strategic benefit oftheir customer relationship management (CRM). On a broader spectrum it will add to the limited information within business sciences research regarding agency-client relations. The general assumption regarding causes of client attrition in the business-to-business realm has largely been client dissatisfaction due to service failure. The research has sought to comprehend the current causes of client attrition and consequently formulate possible client retention strategies. The challenges in retaining its clients have been studied from a client's perspective. A number of practical recommendations were framed to halt the client attrition rate. These included introducing development and training initiatives for the agency's employees, as well as conducting more effective and frequent engagements between the clients and the agency's employees and senior management. It was found in the research that the agency's team should immerse itselfbetter in its clients' organisations to become more accustomed to the client's culture, operations and business targets.