We tell you how content marketing and email marketing strategies are combined to obtain the best results.
Within digital marketing we can find different strategies that complement each other, thus achieving an improvement in the achievement of the established objectives. If a company carries out a content marketing strategy and, in turn, an email marketing strategy. Do you know how the two blend together to improve results?
WHAT DOES AN EMAIL MARKETING CAMPAIGN INVOLVE?
Email marketing is a strategy by which companies establish a communication link with their subscribers through the sending of emails. By carrying out a mailing campaign it is possible to strengthen the existing bond with the subscribers of the newsletter.
It must be borne in mind that the databases of this type of campaign are configured on a voluntary basis, it is individuals who register in the form of a website or fill out a paper giving their authorization to receive these communications framed within email marketing . This is what is called Permission Marketing, it is the user who gives his consent to receive commercial emails. Many times this is achieved by offering a lead magnet.
Gone is the time when mass mailings were made without any criteria. The effectiveness of these practices was very doubtful and the annoyance of the very common newsletter recipients, they barely saw those newsletters in which they had no interest.
WHAT DOES CONTENT MARKETING INVOLVE?
We live in the age of communications and people demand information. Consumers ask a lot of questions before making their purchases. They surf the net looking for testimonials, reviews or comments that can guide them when choosing one product or another.
This need for information has been identified by the business sphere and has wanted to provide answers, what better than oneself to deal with the issues that interest your target audience?
Content marketing is based on the development of valuable information for potential customers of a company. It is important to emphasize the adjective “valuable”, since the content offered must be really useful and add value to the reader. In this way, the doubts of the users will be answered and the company manages to show its knowledge by projecting a professional and expert image in the sector.
By making content, data and relevant information available to them, user loyalty is achieved. Every time they want to answer some questions related to the nature of the business, they will go to the company’s blog to find answers. The moment they have to make a purchase, they will go to that company because of the feeling of security that it has transmitted to them through the blog.
THE IMPORTANCE OF THE DISSEMINATION OF THE CONTENTS
The creation of content of value for the audience is a very effective way of reaching people and being able to settle in their minds as a professional in a certain sector. Starting from the premise that articles are powerful, the other relevant aspect in a content marketing strategy has to do with their dissemination. It is useless to have the best content if it does not reach anyone.
To achieve the correct dissemination of the contents, one must begin with a studied configuration of the editorial calendar. This is often neglected, but the seasonal component has an important influence. We will see it more clearly with an example: if we have a gift company, the articles on the best gifts for Christmas would have to be scheduled for the end of November.
In addition to the seasonal component, the variety of topics scheduled in the editorial calendar also influences. The topics to be dealt with, despite having to be related to economic activity, must be fresh and different. If an auditing company makes publications in the same line for 3 consecutive weeks: ‘What is environmental regulation?’ ‘The advantages of environmental regulation’ and ‘Adapt your company to environmental regulation’, it will not be able to maintain the interest of the audience. When reading one, it seems that they are all read. Surely it would be appreciated if a different topic was inserted that also touches a company of this type, such as occupational risks or management systems.
Having stipulated these two aspects, the contents will be more appetizing, it only remains to find a way to disseminate them.
- Following SEO criteria for the development of the content contributes to its dissemination by working on the positioning of the search engines. Appearing in the most relevant positions in the Google ranking gives more options for users to consume that information.
- Social networks are a great platform for the dissemination of content. The way they work makes sharing them very simple. It is also helpful that the articles on the website include social buttons that allow one-click sharing.
- The use of content aggregators manages to generate a lot of visibility. In these digital communities, participants share the content they consider to be of interest. We can find content aggregators specialized in a single topic such as Mktfan or other generic ones such as the popular Menéame.
- A mailing campaign is a very effective way to enhance content through communications. The advantage of email marketing is that prior interest already shown by subscribers, so the reception of the newsletter will be a success.
Promoting and disseminating your content in an email marketing campaign is necessary, but the real challenge of these strategies is to satisfy the needs of your subscriber and know how to match the interest that he has already shown to avoid requesting the cancellation of the database.