For the past decade, content marketing has become all the rage, and with good reason.
It has become the vehicle businesses use to communicate with customers. It allows businesses to transform from nameless enterprises looking to make a sale to organizations that want to add value to customers by providing valuable content.
Email outreach is practically a marketing birthright. We've mastered the art of email communication using templates, HTML, and large swaths of our CRMs. We know how to address pain points, features, benefits and when to offer solutions.
However, we're often quite terrible at having genuine conversations.
Let’s be frank. We talk to audiences, not individuals - even if we segment them into tiny buckets. Most of us, and this is especially true for content marketers and creators, rarely have a chance to speak one-on-one with the people we are addressing in our writing.
Creating great emails takes time. But, a lot of great emails go unread.
According to Convince and Convert, 35% of email users will decide to open an email based on the subject line alone. In addition, Copyblogger states, 8 out of 10 people will read your subject line, but only 2 out the 10 will actually click on it.
That means that much of the time and resources you spent on crafting subject lines is being wasted.
A content audit is an essential part of any content marketing strategy.
At its simplest, a content audit starts with gathering all of your data that is associated with the content you have created. Then by analyzing that data you can identify and better understand patterns in how your audience engages with your content.
The goal of a content audit is to perform a qualitative analysis of all the content your business has created, and use the insights gained to improve future content marketing strategies.
Email Marketing is one of the most effective methods of engaging with your customers and prospects. When conducting email marketing campaigns, the email marketing metrics associated with that campaign will indicate how effective you were in achieving your goal.
However, if you make your offer compelling enough, they will be responsive and continue to engage with your business.
If you have been relying on this method to market your services and you are not receiving too much of a positive response rate, then you are not using email effectively.
The only way to identify that your efforts are not overly effective is to analyze the metrics associated with your emails. Your email marketing metrics will indicate how well you are doing, and how responsive your subscribers really are to what you are offering.
There are lots of ways to drive conversions. We’re always told how much copy matters - how it builds trust with people, how using social proof and reviews add credibility, and how telling a story pushes emotional buttons.
You wouldn’t use the same format for a direct response email as you would a weekly newsletter, just like there’s different reasons why a product update may perform well compared to a marketing message.
No two members of your audience are alike, so why should you optimize your messaging the same way?
If content marketers thought marketing couldn’t get any more technologically advanced, they were sadly mistaken.
Content Marketing has gone through many transformations in recent years. From more of an emphasis on marketing analytics to the increased use of automation, the intersection of content marketing and technology is evolving.
Now, content marketers are looking to dive deeper into the possibilities of what content can do. How can they align their content marketing goals with their business goals in one place? Is that even possible? Content Intelligence is a prime example of how technology can complement content marketers.
Storytelling is an Art. As a business, when you tell a story about your values, products or solutions, it paints a picture and allows your audience to connect with your business.
When your audience hears a relatable story or similar anecdote to their real life experiences, they are intrigued and establish a connection with your brand.
Storytelling not only enhances the perception of your brand, but when executed correctly can actually impact your business. Neil Patel states, "62% of B2B marketers rated storytelling as an effective content marketing tactic in 2017".
Content Marketing has become incredibly vital to the success of businesses and organizations in recent years, and its importance will only continue to grow in the future. If you’re new to the world of content marketing, there’s no better time to perfect it than now.
According to a survey conducted by the Content Marketing Institute (CMI) in 2016, 88% of B2B respondents were using content marketing.
Before we dive into content marketing trends to look out for, you may be asking yourself, “what exactly is content marketing?”
According to Constant Contact, for every one dollar marketers spend on email marketing, they can expect an average return of $38.
And, according to 80 percent of professionals, email marketing drives customer retention and acquisition. So, now that we know why email marketing is important, we need to understand exactly what it is.
Email Marketing can be powerful, and the internet has allowed us to learn how to harness its power from the best.