MarketingSherpa – Email Marketing: 6 tactics on combining content and email strategies
SUMMARY: Email without content to share with a database of potential customers is just technology, not marketing. In fact, Chris Baggott, Chairman, Compendium, and co-founder, ExactTarget, sees email marketing as a three-legged stool comprised of technology, data and content.
This article offers six tactics from Baggott. Read on for tips on content marketing and how it intersects with email, including mining customers for content, why the blog should be the content “hub,” repurposing content, and even how to mine outgoing email from Sales and customer service reps for effective, and reusable, content.
by David Kirkpatrick, Senior Reporter
At the recent MarketingSherpa B2B Summit 2012, Chris Baggott, Chairman and co-founder, Compendium, a content marketing company, sat on a social media panel and provided a presentation on using email and social media to accelerate content marketing.
Content is a key component of email marketing for lead nurturing and providing prospects with information about products, services and news about the company and industry. At the same time, email marketing is an essential part of content marketing in getting that content in front of prospects and customers.
Baggott was also a co-founder of the email marketing firm, ExactTarget, which combined with his current focus at Compendium provides him with insight into both marketing channels.
This article covers the intersection of email and content marketing, and even includes one interesting tactic where outgoing email copy can be used to improve the content marketing strategy.
Tactic #1. Understand that content is a vital part of email marketing
Baggott described email marketing as a “three-legged stool”:
He said sophisticated and easy-to-use software tools created efficiency in email marketing. To take advantage of these tools, marketers then needed a database to create automated email campaigns.
Baggott described the change in email technology, “Right now, my dry cleaner has a better database than the largest retailer in the world [had] 11 years ago.”
The last leg in that stool is content, according to Baggott. He said that good, relevant content in large quantity is the final step in email marketing.
He even provided an idea for creating effective, relevant content.
“The greatest marketing tactic in the history of mankind is the ‘similar situation’ story,” Baggott said. “You tell me a story about [how] you helped someone exactly like me, and I am going to be inclined to trust that you could help solve my problem.”
He continued, “The problem we have in marketing today is we don’t have enough of those stories.”
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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