MarketingSherpa – Inbound Marketing: Unlock the content from your emails and social marketing
Think about how many emails you sent yesterday. Now think about how many your company sent yesterday — to customers and coworkers. Probably thousands of unique emails, right? That is a mountain of content, but little of it gets used for marketing.
I spoke last week with Chris Baggott, CEO and Co-Founder of Compendium (also co-founder of ExactTarget). During our discussion, Baggott pointed out two content-rich resources that marketers often overlook: their email marketing campaigns, and their social media profiles.
Marketing emails, for example, often tell a story or feature content that is not published elsewhere. The content is not indexed by search engines — but it could be if published online.
Also, the comments and conversations on your Facebook profile typically never escape the walled garden. But you can grab that content and incorporate it into your marketing.
“We’re working on breaking down content silos to be able to pull content from anywhere and distribute content anywhere,” Baggott says.
Here are some examples Baggott provided of how some companies are breaking down content silos and combining email marketing, social marketing, natural search and content marketing:
Publishing emails for long-tail search
One of Baggott’s first points was that a company’s emails are a huge untapped resource for content. Of course, there are your marketing emails, as mentioned above. But even your sales and customer service emails can be published.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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