Sometimes discussions of marketing efforts and how to best maximize your budget can sound contradictory and confusing: content marketing is a major driver of conversions, but email marketing is a mainstay, and where does social come into play? In truth, though, an integrated approach, using the strengths of each channel, is the best way to go, and the fortunate thing is that--as we’ve said before on this blog--email plays very well with other channels. Nowhere is this more obvious than with content marketing efforts. Site Impact’s experts can tell you very plainly: content marketing and email are best friends, and they go together like peanut butter and jelly. Today we’re going to dive a little deeper into that synergy to explain in more detail why email is your best content channel.
The entire point of content marketing is to get information and education out about your products and services: what they can offer your prospects, how they work, what they cost, and so on. Content marketing is especially focused on expanding the general understanding of individual products or services. Think YouTube videos demonstrating a particular product, or buying guides matching up services to the people they’re best suited for. The biggest concern with content marketing is making sure to get as many eyes on it as possible, and email helps you to do just that, by giving you an audience that is already interested in what you have to say, to push that content from its original venue directly in front of your most receptive prospects.
Of course, depending on the original platform you have your content on, you can get data on performance fairly easily: views on YouTube, Facebook and other social media analytics, are all available. But email marketing gives you another option for monitoring the performance of your content, and actionable metrics you can apply to your overall content marketing strategy. Are videos not really appealing to your recipients? Maybe they need a shorter format, or maybe you should focus your content efforts in another area. Email gives you a set audience, a group of people who are already interested in your products or services, which can give you a lot of insight on just how effective one video, blog post, or infographic is compared to another.
Email is great for boosting the signal on any of the content you create for your brand, because people trust it as a channel and actually seek to hear from brands via email. It gets you more eyes on the content that maybe hasn’t performed as well on the original platform, and opens up more data for you to make decisions on. The best part is that you can source content from multiple channels and bring it into your campaigns readily--and user-generated content is a big win for email, too. All in all, email makes the best possible channel for promoting your content marketing efforts, and functions incredibly well for keeping engagement strong. Contact Site Impact to hear more about how we can help you use email to boost your other digital marketing efforts.