You may already be aware of the power of Content Marketing and Email Marketing individually. Then you’ll know that content marketing is a great strategy for attracting new clients, value creation and authority building. Then you should also know that email marketing isn’t dead and is still the best direct and exclusive communication channel with your potential client, helping […]
You may already be aware of the power of Content Marketing and Email Marketing individually.
Then you’ll know that content marketing is a great strategy for attracting new clients, value creation and authority building.
Then you should also know that email marketing isn’t dead and is still the best direct and exclusive communication channel with your potential client, helping to foster healthy relationships and bring people and companies together.
So if these two strategies already play a key role in your business marketing and can generate incredible results, then just imagine what they could achieve together!
This post focuses on helping you align and coordinate content and email marketing to increase the potential of both of these actions, making much more out of what you already have.
If you’re only using one of these strategies, you’ll see how the other is important and directly impacts the results you’re reaping.
But before that, let’s get a better understanding of how each one works separately.
Contents
The power of content marketing
As you already know, content marketing is the best strategy for attracting new clients.
After all, it’s a tool that helps you be solution your potential customers seek, settling the main concerns they have in relation to your area of activity.
It will enable you to:
- # Educate your market;
- # Build authority;
- # Increase your chances of ranking higher in search engine results;
- # Attract the right people!
Brilliant, isn’t Only a strategy like this can transform the way your company sells, substantially increasing your sales!
But there are also other amazing strategies, one of which is definitely email marketing.
The power of email marketing
Contrary to what many people think, email is still a fantastic marketing strategy. After all, who doesn’t use email?
Just to give you an idea, around 92% of adults who are online use email, 61% of whom use it on a daily basis, according to a survey by Pew Research. That’s a lot of people, and a lot of opportunities.
The big advantage of emails is that they hold people’s attention, and with this, build a relationship of trust and interest with your contacts.
Every new email is a new opportunity to speak directly with the user and gain a few minutes – or even seconds – of their precious time.
Amidst so much communication noise and so much information that try to steal your potential customer’s attention, having the possibility of personal communication is worth its weight in gold.
Having now understood both of these are little better, imagine how many possibilities and benefits there are by combining these two strategies!
Joining forces: Content Marketing + Email Marketing:
If you already work with one or more of these strategies individually, congratulations: you may already be achieving good results and gaining advantage over the competition.
However, one of the best tactics in marketing is to never exclude one strategy in favour of the other, but join forces to achieve the best results!
This enables you to boost the capacity of each strategy to create benefits and still gain new possibilities.
How email marketing contributes to content strategy
By using this content, the aim is to attract a higher number of people to your blog. After all, more visitors mean more leads. And more leads mean more sale opportunities
The number of visits is also one of the factors that can help boost your pages’ search ranking, because search engines assume that the more people that read your posts, more value they have created.
So how about creating a newsletter and promote your best content by email?
You probably already have your current or past clients’ contacts, and this could be your chance to for them discover your content as well as buying more from you!
The – return on investment – of email is very high, as the investment required to create a campaign is very low.
This could therefore be one of the main visitor acquisition channels, reducing dependency on social networks and creating a new communication channel.
As time goes on, you can also segment your contacts, only targeting your content to those who are really interested, to the right people and increasing your conversion rate!
How content marketing boosts email marketing campaigns
From the word go, those of you who already have an email strategy, or are planning one, already know that the more contacts you have in your database that really are engaged, the better your results will be.
Your blog can be an excellent email capture tool, for growing your database or improving your engagement metrics, by generating more results with emails.
Also, an email will only be opened and will create user interaction if it has – apart from a good subject line – content that really makes sense and creates value for your readers.
That’s why you need to use your content strategy as a source of good emails, sharing the best posts, e-books and infographics from your strategy and increasing engagement with your contacts.
After all, nobody deserves to receive purely promotional emails, that talk only about your products and services.
They are important, but should not be the main content source for your newsletters. Otherwise, your contacts will quickly get tired of receiving promotional emails and will end up unsubscribing.
Think outside the box: new ways to combine content and email strategies
All the options we list here offer just the basic things your team can do to combine these two strategies.
In addition, there are many ways to go beyond the obvious and achieve excellent results!
For that reason, we offer you several possibilities:
1. Create drip nurturing flows
This is already commonplace with rich material and other content, however even your blog post can be part of a automatic email cycle.
To achieve this, and as well as having a good tool, just segment your contacts by areas of interest or profile, and then create an email sequence that helps your contacts glide through your sales funnel in a healthy way.
2. Create an RSS feed
What’s more, you can allow people to subscribe to receive new content automatically via your blog, segmenting not only by theme, but also by the average email frequency period!
This way you can create yet another possibility to ensure that the most interested people are always aware of your content updates, keeping them constantly engaged and well-informed about you.
3. Use data to your advantage
Create different emails on different subjects to help you determine the main interests of your persona.
After all, if you work in marketing and have noticed that emails about social media generate more clicks than those about SEO, this is a great opportunity to target your efforts, and produce more content about the subject that really does create value for your contacts.
4. Don’t just think about blog posts and e-books
Infographics, videos, webinars… all of these provide great content for sending via email.
So therefore increase the number of mailings and send all of the content created that could be relevant for your email database!
This exercise will also help you to understand which kind of content generates higher engagement – and hence more interest – from your database, enabling your content team to become more attuned to your audience’s expectations.
5. Invest in the appearance of your emails
re are other elements that grab your email reader’s attention, even when you’re sharing your content.
For this reason, use images that help readers understand the email content, colours, gifs and whatever makes more sense.
Always remember not to exaggerate A great user experience is priority, but you only find out what really works if you test.
6. Encourage people to sign up to receive emails
Pop-ups, subscription fields on the website, posts on social media… All this can encourage people to sign up for your newsletters, increasing your database and also engagement with your contacts.
After all, people are not going to sign up to receive your emails if they don’t know that they can!
Conclusion: go beyond what you’re already doing
Always test new things and ensure your team are always looking for new possibilities to successfully combine these two strategies.
Without emails, so many people would not see your content. Without content, your email team will soon run out of ideas, losing your contacts’ attention!
And if you need further insights to start combining these two possibilities, we can help you!