Friday, 6 April 2012

Content is Key to Building a Successful Email Marketing and Social Media Strategy

A journalist recently asked me if I thought that blogging was dead. I almost fell off my chair. Following hard on the heels of the premature death knell for email marketing – I wondered how long it will be before someone announces that social media is on its last legs.
My response was fairly robust. Blogging has never been more alive.
In fact, I would suggest that blogging is an essential component of any wider content driven marketing strategy – including email and social media.
This theory often doesn’t go down too well when I present it as a best practice to my clients at iContact. It seems that many people fear blogging and come up with all sorts of excuses for not doing it – normally citing the lack of time, ideas (really?) or writing ability. It’s a shame because if they released their inner “thought leader” via a blog, they would find all of their other marketing activities suddenly becoming a lot easier.
10 Reasons Why Blogging + Email + Social Media = Success 
  1. Blogging Gives Your Website a Pulse: A regularly updated blog will help your website stand out as a living, breathing business in what can often appear a wasteland of static and out of date content. Who are you more likely to do business with?
  2. SEO Juice: Google in particular loves fresh content. A regularly updated blog (note the repetition of the words “regularly updated”) will help you better position your company in the major search engines’ rankings, helping to drive conversions including sales, email subscriptions and social media engagement from organic (i.e. unpaid) search.
  3. Encourage Repeat Visits: You’ve invested heavily in driving traffic to your site. A regularly updated blog (there’s that phrase again) will give your visitors a reason to want to return. The promise of great content will also drive people to engage with you socially or subscribe to your email updates ensuring they don’t miss your latest missive.
  4. Reuse, Reappropriate, Recycle: A blog provides excellent content for your email marketing and social media campaigns. If you find yourself in the habit of regularly (uh-huh) updating your blog, you’ll never find yourself short of content when it comes to pushing out an email campaign or finding something interesting to publish via Facebook or Twitter.
  5. Are You a Leader or a Follower? If you publish your own content, you are definitely on the path to becoming a thought leader – i.e. the kind of person people trust to do business with.
  6. It’s Great to Share: So we’ve already established you are a leader. If you produce great content your followers will want to share it. This will of course lead to increased web traffic and conversely more email and social media sign-ups. *more free traffic.
  7. Content Builds Content: A good blog post will generate debate and comment (often in the comments section of your blog). This fresh content will not only enhance your SEO (see point #2), it may also initiate conversations that have the potential to turn into sales.
  8. It Will Humanise Your Business: A well written blog can give your business the platform to position people at the forefront of your business (this could be you, your staff or even your customers). Even in the most high-tech industries, people tend to do business with people they like. Never underestimate the importance of people.
  9. It Can Lead to Bigger Things: A blog post can be the starting point for a bigger project such as a whitepaper, video, podcast, ebook or event. A blog post can also act as a gateway to a subscription-based service or provide the landing page experience from a Press Release, social media post or even paid search activity.
  10. Instant Gratification: Got an idea. Blog about it. Post in out to your social networks. Link to it in your email marketing newsletter. No need to worry about calling your design team or finding available budget. Could it be any easier?
If you are in the UK, you can learn more about incorporating a content driven strategy into your email and social media activity by registering for iContact’s Crash Course in Email and Social Media Marketing for SMEs.
April 5, 2012 – Bristol (SOLD OUT), April 24, 2012 – LondonMay 10, 2012 – ManchesterMay 24, 2012 – Edinburgh
photo: owenwbrown


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