It’s no secret that consumers ingest content much differently today than they did 10 years ago. The marketing community has progressed from utilizing disruptive and invasive communication channels, like bland print advertisements and unwelcomed cold calls, to being more ‘suave’ in how they engage their audience.
Essentially, marketers have evolved from being the douche bag at the bar – peacocking his glamour muscles in a feeble attempt to attract the ladies – into Ryan Gosling ever-so coolly slipping his number into your phone.
And I think we can all agree that the latter is much more appealing than the former…
Now, although this evolution has forced digital marketers to constantly be on the lookout for new trends and more innovative methods of capturing their audience’s attention, the juice has been totally worth the squeeze.
- 61% of consumers report that they are influenced by custom content (Dragon Search)
- Content marketing costs 62% less than traditional marketing AND generates roughly 3 times as many leads (Demand Metric)
- Conversion rates are nearly 6 times higher for content marketing adopters than non-adopters (Aberdeen)
- 47% of buyers viewed, on average, 3-5 pieces of content before engaging with an organization’s sales rep (HubSpot)
- Companies that published 16+ blog posts per month received 4.5 times more leads than companies that published 0-4 blog posts (HubSpot)
So, now that we’re all in agreement that content marketing kicks ass, let’s address the common misconception that content only counts if it’s new and original. Not only is this not the case, but it has actually hindered organizations from publishing content at the frequency and quality that’s needed to drive results.
Not to worry, though. Below are 5 ways marketers can leverage email marketing – that’s right, I said email marketing – to get more mileage out of their content and content marketing efforts.
How to Repurpose Your Content Using Email Marketing
Email marketing produces a greater ROI than a large number of other marketing practices, and significantly more than most marketers realize. By creating targeted, intelligent micro-segments of your contact database, you can deliver personalized content directly to qualified and interested leads. Not only does this allow you to demonstrate your value to prospective customers, but it forces your content to work harder for you.
Here’s a few ways email marketing can help put your content to work:
- Blog Round-Ups
If you’re blogging the right way, you’ve got a solid content bank of articles that speak to your various personas and address the challenges they face. They educate your readers on things that relevant and applicable, and provide them with additional opportunities to learn about how your organization can help to support their business needs. So why not incorporate this awesome content into an email, and send it to a concentrated list of leads that have already shown interest? Choose a theme or a topic, grab 3-5 blogs that fit within the criteria, provide a shameless plug, and send it on its way – the results may surprise you.
- Break an eBook into a Multi-Part Series
eBooks are fantastic to have in your arsenal, but they aren’t always the most convenient way to consume content. Today’s consumers are always on the move, and sometimes it’s best to give them quick nuggets of helpful information rather than the whole chicken. Try breaking a popular or top-performing eBook into a multiple-part series that summarizes a chapter or important concept each week. That way, you have a reason to consistently be at the top of your leads’ inboxes while simultaneously increasing conversion opportunities and driving additional traffic to the content you’ve worked so hard to put together.
- Transform High-Converting Content into an Infographic
Whenever you have statistic-driven or number-based content offers, it’s always a good idea to condense the information down into a cheeky or cool looking infographic. Yes, this requires a certain amount of design work to be done, but it’s a really bold, powerful, and creative way to provide your contact database with valuable insights. Especially when everyone else is sending bland and generic emails, infographics really help you stand out from the mass amounts of emails your leads are undoubtedly receiving.
- Leverage Past On-Demand Webinars
As you’ve probably heard, video marketing is taking the inbound marketing industry by storm. Consumers are getting more distracted by the day, and video content allows today’s organizations to, quite literally, spoon feed their audience with information. Webinars have been a popular form of marketing for quite some time, but too many organizations view them as a short-term (30 minutes – 1 hour) offers. By transforming your live webinars into on-demand offers and sharing them via email, you can increase the amount views and engagement your content receives while simultaneously increasing the amount of conversion opportunities available to your audience.
- Use Condensed Case Studies
If you’re anything like me, you’ve been taught to always create outlines before putting together a piece of content. And although it can be a painful process at times, those outlines can be more valuable than you’d think. By creating an email blast that summarizes the key points covered in your case study (company background, challenges, solutions, results) you can further demonstrate your organization’s value and reiterate the various ways in which you can help support their business needs.
All too often marketers put their blood, sweat, and tears into creating educational, insightful, and helpful pieces of content that work to educate and nurture their leads, only to end up frustrated and confused as to why it only received 2 views. By leveraging email, marketers are able to repurpose their most popular and top-performing pieces of content to both increase engagement as well as email marketing effectiveness.
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