How to Improve Your Email Marketing By Leveraging Content

By |March 7th, 2016|

When I first started online in the early 2000s, if you wanted to communicate (digitally) with your prospects and customers en masse, it was either email, or… well, email.

Facebook wasn’t yet a twinkle in Mark Zuckerberg’s eye; Twitter was even further beyond the digital horizon. WordPress didn’t yet exist – if you wanted to blog, you headed to LiveJournal.

Publishing content on a website often involved a well-worn copy of How to Use HTML (or similar!), and late nights spent figuring out <head> and <body> tags, and everything in between.

Oh yes! I’m almost forgetting the painfully slow dial-up Internet connection that made publishing even the most basic bit of content painfully slow. (Not to mention hogging the phone line while you did it. Fun times!)

Zoom forward to the current day and you can communicate with (and build up tribes of) thousands of people in your market on multiple platforms, and across a multitude of devices. And do so quickly and easily.

Email marketing remains vitally important of course. Through communicating one-to-one directly with a subscriber, it’s one of the most powerful ways to build trust, credibility and a sense of relationship.

It’s also just another such content platform…

Yet many businesses still approach email marketing without any thought to an integrated strategy that more effectively reaches and communicates with their marketplace across multiple platforms, and at the same time creates long-term content assets for their business.

Instead, their approach is disjointed. Each platform, including email, is treated as a completely separate entity, demanding completely different content.

The resulting and unsurprising sense of overwhelm gives way to an either-or mentality that restricts their reach, and even leads to a gradual decline of online visibility.

It’s not their fault. They just emulate what most other businesses seem to be doing. They follow incorrect, or at best incomplete, advice that hasn’t quite caught up with present-day reality.

But it doesn’t have to be like that. There is a solution…

In this post, I’ll share with you:

  • Three common mistakes businesses make with email marketing.
  • How you can leverage content to both resolve these issues, and lead to greater online visibility as a whole. (And the amount gained far exceeds the extra effort involved…)

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