With the various digital marketing tactics out there, modern branding has taken off in a full sprint, challenging advertisers and marketing departments to keep up with its rapid pace. So long are the days of traditional advertising where medium options were limited and simplified. It’s no longer a quick choice between radio, print, or television.
Marketers are now taking on a much more advanced—and even complex—advertising playground, where digital marketing is king. And while marketing itself may seem more involved than ever before, the true challenge is relying on limited resources to meet the criteria of modern branding.
Small business owners, or even those working for a small business, know the drill: your job description is constantly changing. And when you’re wearing multiple hats, you’ll usually find that at least one of those hats touches the marketing department (no matter if you have branding experience or not).
And if you’re a small business, it’s probably safe to say that you’ve already implemented email into your marketing strategy, with content as another major area of focus.
The good news about these two strategies is that they work in tandem, saving you time and money and ensuring that you get all you can out of every precious resource. This post covers four easy ways you can achieve a harmonious relationship between email and content marketing.
1. Place email signup forms at the bottom of your blog posts.
Do you have a few blog posts on your site that are seeing special attention?
Any type of traffic that is drawn to your page could serve as potential subscribers. And if website-goers are reading your posts all the way through, then chances are they like what they see—and may even want more.
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Placing signup forms at the bottom of well-performing blog posts offers readers a chance to opt-in to additional materials and all the while helps you accomplish some organic list-growing.
If you want to make email marketing even easier on yourself, you can also ask a few additional questions, like the specific types of materials subscribers are interested in, job titles, or geographical locations. With this extra information in your back pocket, you can create segmented email lists for even better results.
After all, subscribers are more likely to engage with personalized and relevant content. When you gain additional insights on your subscribers, you set yourself up for personalized campaigns that see fantastic results.
2. Create your email calendar around your best-performing blog posts.
Scheduling content and email is a lot to take on each month, especially if you’re acting as a one-man show. A great way to save yourself a bit of time is to plan your email calendar around last month’s content schedule.
When you wrote the content, you took care of all the grunt work—you researched your topic, wrote the post, and probably went through a few rounds of edits as well.
Instead of spending additional time and brainpower on original ideas for email content, feature the hard work you’ve already completed. It not only saves time but it also helps to showcase work that might otherwise not be seen.
Your email doesn’t need to cover every tiny detail pertaining to the content—just be sure to provide small nuggets of information that will entice readers and get them clicking through to the post.
While you will want to feature your highest-performing pieces, using email to draw more traffic to less popular posts is a great way to expand your exposure—and influence subscriber interest.
3. Use social media to push blog content
And speaking of expanding your exposure, you can also carry over your blog content to your social content—a tactic that not only saves time but also draws additional attention to your social channels.
Providing followers with relative, engaging content gives them a reason to stay connected with your social channels, thus building and maintaining a strong relationship with your brand.
Plus, social followers who are particularly interested in certain topics may even be inclined to share your materials, granting your brand social proof and increased exposure.
Additionally, you can use social to spark conversations with your followers, asking them the types of content they would be interested in seeing. This is a great way to directly involve followers with your brand and deliver on topics that are in high demand.
Keep in mind that using social to share blog content also offers an opportunity to drive additional subscribers to your email mailing list. Let your followers know that if they’re interested in the content you’re sharing, they can receive more communications from you by subscribing to your emails.
4. Place social share buttons in your emails
One simple way to connect your social with your email content is by placing social share buttons at the top of your emails. Offering this option gives subscribers a chance to share the messages they are especially interested in or passionate about.
And when consumers are acting as brand ambassadors and sharing your work, you not only save time and money but also encourage modern word-of-mouth advertising, something that many consumers tend to rely on.
Additionally, placing images that link to your own social media accounts at the bottom of your emails is a great way to get subscribers to your pages and hitting the follow button.
In the digital age, there’s a lot that goes into modern branding. And if you’re running or working for a small business, you’re hustling to implement new-aged marketing tactics on limited resources—a tough hurdle to clear.
Understanding how to combine certain marketing strategies, like email and content, will help you save precious resources, like time and money, and offer solutions on how you can use the two entities to successfully promote one another.
Plus, with happy social followers comes happy social sharers or brand ambassadors who are excited to spread your content to their own following. In this scenario, you’re not only driving more traffic to your social page, but also to your blog and signup forms.
Author: Sydney Eddy
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