Join Dayna Rothman for an in-depth discussion in this video Promoting through email, part of Content Marketing Fundamentals.
- One of the best ways to get your content out in front of your audience is promoting it via email. Increase the reach of your content by promoting it on email. Promoting your content via email gets in in front of your customers. Let's go over a few tips on how to make sure your content emails are engaging, and relevant to increase opens. Tip number one: Always segment your email sends. Send your content only to people who will find that content relevant. Align your content emails to buying stage and role, which should be easy, since your content should already be aligned to each stage and role.
Don't forget about sending content to current customers! Tip number two: Design your emails to be engaging. You want to make sure that the people that are reading your emails find your emails engaging, and want to download the content asset inside. Create a custom header by using the design of your content asset. Make sure you include brief copy with bullets. You want to make sure that your email is easy to scan. Include a strong and a clear call to action, which will often be download this e-book, download this info-graphic, or something along those lines.
Then, create a "hero shot" of the content asset. You want to make sure the cover of your e-book, or the cover of your cheat sheet is included in the email. Let's take a look at an example. This is an example of an email sent from the company RingDNA. It has a brief paragraph in the beginning that explains what the content asset's about. It includes an easy to follow bullet point list, so that you can easily scan it, and on the right hand side it includes a hero shot of the content asset itself.
Plus, it has a very clear call to action that says download my e-book. It's very obvious what the reader should do when opening the email. Tip number three: Send an email to your entire database. Hopefully you have a large marketing database. Once you publish a new piece of content, send an email out to your entire database using the segmenting rules discussed above. Tip number four: Consider a sponsored email. A sponsored email is when you pay a trusted vendor to send out an email including content on your behalf.
Be careful here, and make sure that you're only using vendors that are not only reputable, but have a target audience that matches your target audience. Here's an example of an email sent out on behalf of Oracle from MarketingProfs, which is a marketing professional website. Although this email was sent out to MarketingProfs audience, it was paid and sponsored by Oracles Marketing Cloud, and includes a call to action for an Oracle piece of content. Tip number five: Always add your new content to your lead nurturing programs.
If you're using marketing automation, you should be nurturing your leads once they hit your database. Make sure to add any new content into any relevant lead nurturing tracks to ensure that even people that have already been in your database for a while receive your content. Email is a fantastic way to get your content in front of your audience. If you remember to segment, make sure your email is engaging and relevant, you can increase the chances of content downloads.
The course explores creating a content plan, choosing content types, and developing an editorial calendar. It also explains how to write, edit, and design content, as well as choose the right mix of content and curate it for maximum impact, and closes with tips on measuring the impact of your content marketing efforts.
- What is content marketing?
- Hiring a content marketing team
- Creating buyer personas
- Developing a brand voice
- Setting goals
- Creating a content plan
- Writing, editing, designing, and curating content
- Promoting content on various channels
- Tracking performance