A key part of any content marketing strategy is cross promoting your content across a variety of platforms in order to reach the widest possible audience.
Promoting and sharing content via email tends to be underutilized by companies, especially as newer, trendier content platforms pull focus.. However, email promotion is the foundation on which new media and content platforms can stand.
It’s in every company’s interest to ensure that their content strategy functions in tandem with email outreach to bring content and engagement together at its core. . Some of these tactics are the basics, but they’re worth repeating, because not every company does them (or does them well):
1. Make better use of your blog to recruit email subscribers.
If someone has visited your site and takes the time to read through an entire post, there’s a good chance that he or she values your content and may be interested in finding out more. Do you currently have built-in calls-to-action to encourage readers to subscribe and receive your content on a regular basis?
If not, consider adding some additional email sign-up prompts, particularly at the middle/end of blog posts, and as time-activated pop-ups that hit your visitors at peak points of interest. .
2. Always send your latest blog content to your email list.
In addition to posting it on your site, you’ll get more mileage out of your content if you also push it out to your email list. There are a few different ways to do this:
- Send just the first few paragraphs, and ask readers to click back to the site to read the full post.
- Send the entire post, to offer more value to your readers without requiring a click. This strategy could help win their loyalty in the long run.
- If your create a lot of content and/or send infrequent emails, you may choose to send a digest-type email that has short blurbs from several posts, showing readers a variety of content they can click through to read.
The best part is that many of these email strategies can be automated using tools like ContantContact or MailChimp. You set it up utilizing your website’s RSS feed, and emails will automatically go out anytime you post content to your site.
3. Remember to adapt the message to the medium.
If you’re repurposing content from blog to email and vice versa, remember that there are different best practices for each platform. For instance, data has shown that longer blog posts perform better, (and by longer, we mean 3,000+ words—if you’ve never done a post that long, get writing!) However, putting the entirety of post of such length in an email may perform poorly in an email, if your readers are expecting a quick read. Remember though that A/B testing your emails can help reveal what your audience wants, which may not always align with the industry status quo.
4. Make your blog schedule and your email campaigns work together.
If you’ve been following our advice, you already have a content calendar for your blog posts, email campaigns, and other recurring content. Remember that you’ll present more unified and consistent content and messaging, if you consider how your blog and email relate. For example, if you plan your posts and emails to all focus on a particular topic from different angles, it can better engage your readers and plant a specific idea in his or her mind.
How do you make use of your email and blog platforms? We want to know! Comment below or get in touch with us on Facebook or Twitter!