What is content marketing and content curation? Content Marketing is the creation and publication of original content for the purpose of generating leads, enhancing a brand’s perceptibility, and putting the company’s expertise on display. Content Curation is the accumulation, selection, and organization of the best possible content. Researchers in 2011 found that an impressive 82% of B2B marketers now employ content marketing as a strategy in their marketing programs. Other forms of advertising are search engine marketing at 71%, followed by events at 60%, public relations at 64% and TV/print/radio advertising at 32%.
When it comes to email marketing, there are several formats of emails that can be syndicated to your database. Hopefully, by this time you have kept a substantial list of opt-in email addresses from either past customers or subscribers of some sort. Some of the formats advertisers send out are newsletters, information articles and tutorials, product updates and sales promotions, direct messages, or combinations of these together.
What advertisers should send to their client base or to prospects is something they will receive value from. As we discuss particular email types, we will also discuss the different value propositions of each. Value can come in several different forms. Perhaps the biggest trick is knowing your customers well enough to understand what they will value. And what they really need to perceive as value is your relationship to them. Here are the different email formats.
It’s really quite amazing how important email marketing has become over the years. More recently we have seen a greater majority of our advertisers participating in some form of routine email marketing program. Before when we would ask, many would tell us they were busy enough from their main marketing campaigns and that email wasn’t necessary. Then the recession set in.
Perhaps a blessing in a terrible disguise, the recession (and increased awareness) forced a lot of advertisers to think more carefully about their entire marketing endeavors and what would increase return with little investment. At the top of the list was email. Email marketing seems to take up more time than it does money. So after spending your valuable time putting together the email piece, how do we make sure we are effective in delivering it?
Aside from asking what to send, the 2 common questions we get are:
1. How often should we send emails?
2. When is the best time to send emails?
They are great questions and although you are likely to see what works better over time, it’s usually good to take some perspective if you haven’t tried other frequencies or times lately. Here are some points you might consider: