Content is King w/ Your Email Marketing Campaigns & Blog
Posted on 28 November 2009 by jasonverdelli
Before jumping into a few of the ways that you can start determining whether you are providing the right content to your readers, I want to cover one basic fundamental concept: CONTENT IS KING. Keep this phrase in mind. As you explore different helpful articles that I write on this blog and others that you may read, you need to remember that no matter what online marketing strategy you employ, CONTENT IS KING. What I mean by this is that you always want to make sure that the content that you are providing, whether on your website, blog or email marketing campaign, you need to make sure it is something that your readers enjoy, appreciate and are drawn in to want more. You always want to assure that you are providing the best quality content, but not too good so you make them wanting more. Understanding this concept completely will help you start turning your content into something that generates a solid base of leads and/or referrals.
Know Who Your Readers Are
First, start taking a look at the content that you are delivering on your blog, website or email marketing campaign. Do you get replies or comments from the articles? Do your open rates show a consistent percentage? Do your subscribers talk about how much they enjoy reading your content? What is the overall feedback you get from your readers? These are just a few of many questions you need to ask yourself when it comes to determining whether or not you are producing content that visitors/readers want to listen to, watch or hear. If it isn’t or if you are finding that most people give you vague feedback, it probably means that they aren’t reading it and/or are not interested in it.
Know your best method of communication
Another factor to consider is the form of communication itself. Do you write articles that are equivalent to 10 pages in a book? Are your articles too short and not thorough enough? These are just a few questions you need to ask yourself to refine the way you communicate your information – for instance, if you have a lot of content that is necessary to get across within one article, consider doing a video or audio recording instead. This may allow your reader to listen to what you have to say without having to break away from what they were currently doing. You also may be able to deliver the information in 1/10 of the time that it would take an average person to read your article. I can’t tell you how many articles I wanted to read due to the headline being intriguing and then only getting their to find out that I will need to spend 30 minutes of my time reading the entire article. It doesn’t mean that I am not interested, however I may just not have the time. For those of you out there who are developing articles and email marketing campaigns targeted toward executives, this is something to consider because these are the type of people that most likely will think similar to the way that I do when coming across an article that requires too much time to read.
Know how often to deliver your information
There are many other factors to consider when determining what type of content you want to produce, how to deliver it and how often. For now, I will list one more factor that is important to consider when determining the content for your blog or email marketing campaign. This is FREQUENCY. Start paying attention to how often your subscribers would prefer to receive the information. As a quick note, you don’t want to wait too long to send information to you subscribers especially if you aren’t commonly communicating with them. At the same time you don’t want to send your information too frequently which can get annoying if you are receiving the information. A good practice is to be up front with you subscribers about how often they will be receiving information from you. A good practice is to start out with a campaign where you are delivering the information once per month or even bi-weekly. From there start looking at your open-rates (for email campaigns), bounce rate (using Google Analytics on your blog) and opt-out rate (for email campaigns). Looking at these 3 metrics will give you an idea on how interested and consistent your readers are when you send your information to them.
In the next post I will cover this topic a little further in depth so you can get a better idea on how to start using the statistical data from an email marketing campaign and your current blog statistics as a measuring stick to see how interested your readers really are to your content. Until then, thank you for reading and be sure to sign up to receive future blog post updates by filling our your information in the form below.
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Tags | blog, blogging, effective email marketing, email list growth, Email Marketing, email marketing campaigns, email marketing newsletter, email marketing strategy, email marketing subscribers, website content, website traffic
