content marketing & its role in email

Content Marketing & Its Role in Email

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View Email Marketing course details at www.edureka.co/email-marketing

www.edureka.co/email-marketing

Agenda

®Content Marketing and Consumer

Behavior

® What Businesses need to do?

® Its Role in Email Marketing

®How are companies using content to

their advantage in the email

communication?

http://www.edureka.co/email-marketing

www.edureka.co/email-marketingSlide 3

Myth: Riding the ‘Viral’ Bandwagon

® Content Marketing is not ONLY about getting

your content (read Video) viral

® Creating an effective and engaging video, which

is shared by millions on YouTube and other Social

Media platforms, can definitely be an important

part of your Content Plan but it cannot define

your strategy

® Your strategy should be to get all pieces (incl.

Video) of your Content right and hope it gets viral

as well

Source: www.wikipedia.com



Content Marketing: Stats on Content Creation

Original Content

70% Marketers back original content over licensed content

Content Strategist

57% of all companies have 2 or more dedicated Content Strategists

YoY Content Increase

80%Marketers are creating more content compared to previous year

Source: www.contently.comSource:www.wearetogether.ca



Content Marketing: Stats on Content Goals

Marketing Budget

• 25% marketers are putting over 50% of budget for content

Goals to Measure

• 50% of marketers are looking at LTV as most valuable goals of content

Increase in ROI & Brand Lift

• 70% Marketers are looking to achieve 2.5x more ROI and Brand lift through Content

Source: www.contently.comSource: www. socialfulcrum.comSource: www. www.loans.com.au



Content Marketing: Priority

® Delivering high value original content is the

Top priority for marketers

® Brands are increasingly studying their ‘Buyer

Persona’ to come up with engaging content

which can give them an edge over competition

® In marketing circuits terms like Native

Content, Content Publishing and

Earned/Owned Media have become more

relevant than ever before Source:www.solocube.com



Content Marketing: Value

® Investment into creating awesome content helps a brand in getting Free Media

® Using visual platforms like Instagram, Snapchat, Pinterest you can reach out to new users with

almost no acquisition cost

® Focusing on content strategy w.r.t. your business strategy is the ideal way of planning content



Content Marketing: Usage of Different Platforms

® Your strategy should be to build content and use relevant

platforms for distribution and not the other way where you

build content specifically for the platform

® Content distributed on different platforms should ‘talk to

each other’ and should be part of a complete narrative

® Isolated pieces of content poorly distributed do more harm

than good to your overall Brand positioning

Source:www.cliparts.co



Content Marketing: Management

® Having great content on all platforms is not enough, you

need to manage your content well

® Publishing content in accordance with your marketing

calendar and events planned is as important as

producing content

® Organizing your content well and to staying on top of

each assignment should be well thought out in advance

Source:www.biznextdoor.com



Content Marketing: Formats

Source: www.hubspot.com/contentmarketing

® Most exhaustive list of content formats a

marketer can explore

® Depending upon the industry and consumer

group some formats will be very relevant for

you while some you may ignore

® Email is an integral part of this story which

acts as a format and also as a distributor of

other formats on different platforms



Content Marketing: Best In Class Examples

Source: www.contenmarketinginstitute.com

® Compelling images find a good

connect with the consumers

® Stat: Tweets with images get

150% more Retweets than

those without

Source:www.dagensanalys.se+





® American Express makes sure to

use images and videos in its communication

on Social Media and other platforms




Source: www.postano.com

® ‘Cause Marketing’ and content related to it

moves people and they feel good about

your Brand

® Associate yourself with worthy causes and

build quality content around it





® Whole Foods got it right by focusing on

Food and Environmental issues with a

collection of provocative films



Content Marketing: Media Strategy

Paid Media Earned Media Owned Media




® As the name suggests it is everything that you spend money to

reach out to your target audience

® Print, Television, Paid Online Marketing (Search, Display, Video),

Direct mail etc. all are parts of Paid Media

® You need to be careful while picking out content for paid media to

ensure that your best content is the one you are spending money

on

® A good media mix is required to ensure that your content reaches

the right people at the right time

Paid Media




® It is everything that you own like your website, blogs, social

media pages, YouTube account etc.

® Your consumers interact with you on these and it is crucial

that the content is right on all these platforms to delight your

consumer

® Your efforts on the Paid Media will be successful if users who

have reached your owned media are served well

Owned Media




® Also known as Free Media but Brands need to

work very hard to earn this media

® Things like Social Media comments/mentions,

YouTube comments/shares, word of mouth and

consumer activity on blogs, vlogs etc.

® It’s a place for fans of your brand and also for

your critics

Earned Media



Content Marketing: Role in Email

Marketing



Email: Content Distributor

All your acquired customers as well as potential ones can get

your content through email

It can be your new campaign, video or any other user generated

content

Test it out using email and then based on results spend big on

Paid Media

Source: www.differencebetween.info



Email: Content Format

Create engaging Newsletters, Welcome Mails, well timed messages

Among all your formats Email has the potential to provide

impressive ROIs and high engagement nos.

Content Professionals handling your email business is crucial for

the medium to realize its true potential



Email: Content Meeting Point

Email as a meeting point for all your content formats like social

media, blogs, videos etc.

Notifying engaged people through emails when there is any

user activity like comments, likes can help in improving lifetime

value of users

Increasing subscribers organically is a key goal for most

organizations and your content programs should have the

‘User Action’ defined for this

Content Meeting Point

Source: neilpatel.com



Questions


content marketing & its role in email

Marketing

content strategy

content source

content publishing

publishing content

engaging content

native content

awesome content

great content