Content marketing is frequently in the spotlight for its ability to demonstrate thought leadership and stimulate lead generation by providing value. In fact, 58% of B2B marketers reported plans to increase their content marketing budgets in 2014, and this number is likely to keep climbing. We believe firmly in the power of content, and that one essential part of every company’s strategy should be email marketing.
Every effort to demonstrate thought leadership through content production can be enhanced and supported through email. Your content strategy should inform your email marketing, because together, they’re a formidable pair. The potential of your content is optimized and stretched when it lands in your customer’s inbox.
With email marketing, it’s important to personalize messages according to a customer’s timing, preferences and context, and segmentation helps you do that. By using carefully chosen criteria, you can put your content in front of prospects at a time when it’s highly relevant.
Email can be used to create an element of exclusivity related to your content marketing. Consider making new material only available to email subscribers at first, or provide another email-related value add. This makes prospects more excited to receive your emails and consume your content.
When it comes to content marketing, there are countless ways to promote and re-promote your material. Email should be a key player in this strategy, repurposing content for the inbox or simply reviving a piece for another round of consumption.
When used effectively, email is the perfect supplement to content marketing.
Image via (cc) Epsos.de
(Click here to expand)
