Think of your content as a car. Yes, I know, but just bear with me.
You’re in the driver’s seat, steering your content strategy where it needs to go. Your prospects are your passengers and you need to pick them up and take them to their destination.
But then you run out of gas. So what happens now? Well, you’re not going anywhere, and your target audience isn’t going to get where they need to be either. Uh oh.
You need to get to a gas station, and quick. And you’re probably wondering what the fuel analogy is in this scenario.
It’s your distribution and promotion efforts.
Let’s look at it this way: As a marketer, you’re only as good as the gas you put in the tank. You can create all the content you want (have a nice, shiny car), but if you’re not putting any work in distributing that content (filling up the gas tank), then you’re not going anywhere.
There are many different ways to distribute and promote your content, but I’m going to focus on one of the most effective: email marketing. I’ll also cover why you need to use email to get the most out of your content strategy.
Email = maximum value
We’re long gone from the days of the classic online greeting of “You’ve got mail!” But email is still a preferred means of communication for many people – 72 percent of individuals still want to receive emails over other forms of communication.
The benefits of email for marketers are seemingly endless. Here are a few to ponder:
- For every $1 spent on email, it brings in an ROI of $38 on average.
- Brands are 40 times more likely to generate new business through email than through social media.
- Recipients are 66 percent more likely to make a purchase after getting an email than they are from any other form of marketing communication.
- Click-throughs are six times higher from emails than from social media.
These stats speak for themselves. You simply can’t afford to ignore the benefits of email marketing if you want to get the maximum value out of your content.
Make your content stretch further
There are many stats, like the ones above, that can convince you of the benefits that email marketing can provide. But let’s jump into the mind of a marketer to find out exactly how email can significantly improve a content strategy.
One of the biggest advantages, according to Samantha Gordon, the Managing Editor of Brafton.com, is that brands can personalize and segment content to tailor it to each audience.
“With email, you’re able to really personalize your message,” she explains. “You can take one piece of content, like an eBook, and share it with three different audience segments who have different needs. You can explain why that content will benefit them specifically.”
To take it back to the original car and fuel analogy, Samantha says, “Email allows you to get more mileage out of every asset you have.”
Email also gives marketers a way to efficiently analyze and gauge interest among their target audiences. This is usually done with nurture campaigns – companies send an email, and based on the open rate, click throughs and other data, they are able to determine which prospects are more likely to respond positively and move further through the funnel. And you don’t have to worry about wasting time on people who aren’t ready to convert just yet.
“Those who did read that first email will be primed to see more of your content, and you can begin to share more content knowing what they’re already interested in,” Samantha states. “Hit them with other pieces of relevant content that answers additional questions they might have around the topic. Still seeing clicks in those emails? You can then move them down the funnel with case studies or product-specific information.”
With email marketing, you’re able to add more to your content strategy and significantly propel it further by effectively reaching out to prospects in all stages of the funnel. Giving your target audiences the content they want at the right time through email goes a long way at turning them into customers.
So what are you waiting for? Fill up your content strategy with email marketing and put the pedal to the metal.