Complementing your content marketing strategy with email

Matt Jones

Let’s say you have your website news feed set up, and you have your team of freelancers or a news writing service providing a regular stream of engaging content, but how do you get people to read it?

You may be tempted to consider promoting your news feed or other content through social media, and while this is a reasonable approach, you may actually get a better return on investment from a technology that’s been around since the 1970s, namely email. Starting an email marketing campaign requires very few resources, yet it’s an effective and scalable way to continually engage with your customers.

One of the first benefits you’ll gain through email marketing is being able to inform your followers about new content. For example, let’s say that you want to email out a weekly summary of your newsfeed stories. When a story piques someone’s interest, he or she will likely click on the link to read the full story, driving an additional visitor to your website each time. What’s more, more readers can translate into more shares through social media when the content is engaging enough.

The greatest challenge is getting it off the ground, however. Years of spam-filled mailboxes have made people wary of email marketing, so much like with content marketing, you need to take a subtle, respectful approach. You should give people every opportunity to subscribe, but don’t be tempted to purchase an email list, because this can be negative for your brand. Like with content marketing, your emails should always offer something that its recipients will value, with a definite focus on quality rather than quantity. Frequently emailing low quality or pushy emails will inevitably lead to people unsubscribing or ignoring your emails in future.

An email marketing campaign takes a little extra time of course, but if you do it right, there’s almost nothing to lose.

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Matt Jones