Combining the Forces of Content Marketing and Email Marketing

  • Create valuable content
  • Promote your content
  • There’s really no way to circumvent the idea of creating great content. If your emails aren’t resonating with your list, it won’t matter what type of promotional strategies you have in your lexicon. The more you promote a piece of content, the better return you’ll receive from it. Contrary to popular belief, this process doesn’t take nearly as much time and effort as you might think. The keys to promoting your content are efficiency and consistency. And to achieve efficient and consistent results, you’ll need structured systems in place to hold you accountable. A content marketing regimen is a long-term strategy that cultivates a strong, trustworthy relationship with your audience. By delivering valuable, relevant content, you can instill trust in your customers that makes the selling process superfluous.

    What’s Your Cadence?

    In general, your content marketing regimen will be segmented into three main areas:
    • Rich Content – Videos, Webinars, Podcasts, Interviews
    • Written Content – Blog Articles, Guest Posts, White Papers
    • Email Content – Newsletters, Auto-Responder Messages
    The overall cadence of your content will largely depend on your niche. Often times, you’ll discover that professional markets (IE: insurance, accounting, real estate) have less of an affinity for email marketing. Therefore, you’ll need to tailor the frequency of your content to accommodate the context of your audience. Either way, your rich content, written content, and email content should be closely correlated. Once you determine your cadence, it’s time to streamline your content across a multitude of different channels. Lets take two fictitious marketers and assume they have similar content strategies. Each week, both marketers strive to create a video, article, and email newsletter.

    Marketer A

    This marketer has no systems in place, and therefore creates arbitrary content “whenever they feel like it.” First, we identify how much time it takes for them to create each piece of content:
    • Video – 2 hours (writing the script, filming, exporting, optimizing for YouTube) Article – 2.5 hours (thinking of a relevant topic, writing the article, optimizing with keywords, links, tags, and categories)
    • Email Newsletter – 1 hour (thinking of an educational topic, creating an enticing headline, writing the body copy, optimizing with links)
    • In total, Marketer A will spend an average of 5.5 hours to meet their content criteria each week. Often times, they will spend a considerable amount of time pondering pertinent topics to write about.
    Result Most weeks, Marketer A has a variety of other issues that requires their attention. This often causes them to fall behind on their content marketing. As a result, Marketer A struggles to build a sustainable web presence, while generating a nominal amount of ROI through their email efforts.

    Marketer B

    This marketer adheres to a rigorous content marketing regimen that repurposes the content in their videos, articles, and email newsletters. Lets assess how much time is spent creating each piece of content:
    • Video – 1 hours (writing the script and filming)
    • Article – 30-45 minutes (writes an article that transcribes the concepts that were articulated in the video)
    • Email Newsletter – 10 minutes (write a concise email newsletter that encapsulates the benefits of the article, and then link to the article)
    Result Marketer B spends a conservative 2 hours per week creating a video, article, and email newsletter. The reason I say “conservative” is because the articles and newsletters are delegated most of the time. They realize that virtually anyone can transcribe the fundamental principles articulated in a video, and don’t need to hire someone proficient in their niche. As a result, Marketer B creates consistent, efficient content that resonates with the core desires of their audience. They seldom deviate from this regimen, and generate substantial ROI from their email list.

    Content Marketing

    When you have structured systems in place, you can serialize your content across several platforms. Your videos can be transcribed into articles, and your articles can be repurposed into succinct, benefit driven email newsletters. This same approach can be implemented with webinars, podcasts, and interviews. Instead of reinventing the wheel, you can repurpose the core tenants and concepts into a well-written blog post, guest article, or white paper (I’ve written previously on generating leads via email, which is another “virtuous cycle” of email and great content). This approach will ultimately save you time and effort, while consistently delivering value to your audience.

    Email Marketing

    Email is still the preeminent source of revenue for most online marketers. In most cases, your email ROI will reflect the consistency of your content marketing regimen. Fortunately, there are a variety of ways that you can use your rich content and written content in conjunction with your email newsletters. Headlines A headline is arguably the single most important factor in any piece of marketing content. A well-written headline will essentially command the attention of your readers. So why not repurpose the headlines of your videos and blogs into your email subject lines? If you want to generate revenue from your email sequences, then you need to incentivize clicks. The best body copy in the world won’t matter if your subject lines aren’t enticing. Focus on creating quality headlines in your videos, and then use them in your email newsletters. Lead Ins Similar to a headline, a lead-in is designed to captivate and persuade your viewer to watch your video content. Creating unique lead-ins for emails can be time consuming and difficult. If you’re writing an email about your video, why not just use the same lead-in? Whether you’re creating educational or sales-driven emails, your headlines and lead-ins will have a profound effect on your bottom line. This will increase your click through rates, and allow you to pre-frame your subscribers on the benefits of the material. Take the time to create quality rich content, and then reallocate these elements into your email sequences.

    Wrap Up

    A content marketing strategy will allow you to focus on quality rather than creativity. As you continue to stay rigorous to your regimen, you can proliferate your content without much effort at all. This material can be repurposed into your email sequences, ensuring efficiency and consistency over the long-term. -Daniel Faggella]]>

    Last Updated on