Writing Tips: Content Marketing & Email Strategies

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It is very important to organize the essential information, craft a unique and valuable purpose, and build the
processes and procedures that are necessary to support ongoing content marketing success.

Step 1 Identify Business Objectives

Key questions:
What is our goal? What business goals do we want our content to help us achieve?

  • Increased sales leads
  • Improve conversion rate. We get lots of leads/visits but have trouble closing the deal/selling.
  • Greater awareness in the marketplace
  • Increased customer loyalty
  • More favorable industry reputation
  • Greater marketing efficiency

Step 2 Define and analyze

What target audience can help us satisfy that goal? Visualize a persona.

  • What traits characterize this person?
  • WHAT roles does this person play? What does their typical day look like?
  • WHERE is there a gap in their needs/wants (beyond our products/services)?
  • WHEN do they need to close this gap (i.e., where is she in the purchase funnel)?
  • WHY would this person care about us, as a company (aside from our product)? Why is this important to this person?
  • What solutions do/can we offer?
  • What makes OUR approach to delivering this value different? What is the DIFFERENT story that we’re telling?
  • What valuable experience, product or service can we deliver at a key stage of their journey?
  • Do you have a sustainable process? Is there content already worth scaling?
  • Do you have the support we need to be successful?

Step 3 The Plan = CONTENT CREATION MANAGEMENT

  • Define who be involved in content creation, and what specific tasks is each team member responsible for. Include publishing guidelines, which outlines your preferred editorial style details, tone/voice, and other rules you want content creators to follow.
  • Establish a workflow with tasks need to be completed, the order those tasks will be completed in, the tool used to keep the process organized, and who will be in charge of making sure each content asset makes it to the next step in the process.
  • A channel plan, which governs how, when and where you publish content. Include the topics that will be covered, how often to publish, and on which channels. What editorial guidelines and quality standards will you set? How will you track and measure your progress?

Tools: Use this editorial calendar template to start tracking your content through the editorial process to help you plan the topics you cover, keep track of content assets as they move through your workflow, and schedule publication across your chosen media
channels.

Email Marketing

Use Sniply when sharing links. Sniply is an awesome free tool which allows you to add a custom call to action to join your mailing list to any link you share online.

Send welcome emails to all new subscribers. Leads are important because they lead to sales! Although many businesses have an email opt-in in their websites, only 39% of brands send a welcome email. Here are a few tips on what you can include when sending out your first email:

  • Say hello to new subscribers
  • Welcome them to your business to build brand trust 
  • Tell them what to expect from future emails
  • Thank them for signing up

Create different lead magnets for different types of prospects. You already know that you should be using a lead magnet or “freebie” to convince people to join your email list. But what you might not know is that you should have 2-3 different lead magnets that focus on various problems your prospects have. Prospects will sign up for your email list for a variety of different reasons so you want to have a variety of lead magnet options for them to choose from.

Once you know for sure what the 2-3 reasons prospects join your list are, create a new lead magnet and landing page for each different reason.

Quizzes. Creating a quiz is a great way to get a lot of people to join your email list fast! A good quiz will allow you to grow your email list, learn more about your prospects, and boost your brand’s awareness on social media! Focus on the big questions your audience has.

  • Easily add Assessments to your website and landing pages to understand your potential customers better.
  • Use automation to add tags to your users depending on their answers and segment them out.
  • Collect better data on your prospects and increase the effectiveness of your marketing campaigns.

Submit guest blogs and articles + Get interviewed on podcasts.

Start by making a list of 10-20 of the most popular blogs/publications/podcasts in your niche that accept guest posts. Email them to let them know that you wrote an article you think might be a good fit if they’d like to take a look at it.

Tools: use a plugin called hunter.io to find the email addresses of the blog owners and editors for these sites.

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