How Content and Email Marketing Work Together to Build Your Business

Intro

Content and email marketing work well together to ensure you build your business. Most consumers wish to learn about products from content. On the other hand, they prefer to communicate with brands through email.

This makes email marketing and content marketing reliable channels when it comes to brand building. But how does this content and email marketing work together to ensure you build your business? Read on to learn more.

What is content marketing?

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Content marketing generates 3* as many leads as traditional marketing at a 62% less cost. But what is it, and how does it help your business grow? Content marketing is a type of marketing that involves crafting, publishing, and distributing content for a specific audience.

The primary purpose of content marketing is to do the following;

• Attract and retain a clearly defined audience
• Educate the audience about a product/service
• Entertain audience
• Build trust and credibility
• Inspire the audience to take action

The content that you craft can be;

• Social media posts
• Videos
• Blog posts
• Webinars
• eBooks
• Whitepapers
• Podcasts
• Newsletters
• ETC

What is email marketing?

Email marketing involves the act of sending personalized, targeted messages to a subscriber list through email. These messages can include anything from helpful tips and informative content to company updates.

The goal of email marketing is often to do the following;

• Build positive relationships with the audience
• Drive traffic to a website
• Boost conversion rates
• Nurture leads
• Encourage repeat business
• Encourage loyalty

So, how do content and email marketing work together to grow your business?

Email and content marketing are two valuable strategies that you can use to attract and convert your target audience. But how can you use content marketing to support email marketing and vice versa? How can both strategies work together?

Below, we'll explore the correlation between the two marketing strategies and how you can use them to build your business.

Drive traffic and conversion

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61% of marketers or marketing virtual assistants believe that one of the most challenging elements of marketing is lead generation. However, when you use both content and email marketing, you stand a higher chance of generating more leads.

Email marketing will help you generate leads and drive conversion by enabling you to promote your content marketing efforts. Also, it will ensure that you can encourage your subscribers to take action.

This form of marketing lets you create compelling calls to action, subject lines, and email copies that you can use to entice your subscribers to click through your;

• Social media platforms
• Landing pages
• Blog
• Website

There, you can give your email subscribers more offers/value/information that can persuade them to buy your service/product. For instance, you can send an email copy of your latest infographics, videos, podcasts, or blog posts. Then, invite your email subscribers to check them out.

Also, you can send email content that features success stories, testimonials, and case studies that will make your subscribers take action and buy from you. Thus, content and email marketing efforts can work together to ensure you drive traffic and conversion, increasing your sales and revenue.

Provide direct communication lines

Email marketing plays an essential role in the success of content marketing strategies. It provides a direct line of communication where businesses can easily communicate with their target audience. When you have a subscriber list that shows interest in your brand, you can use your email to connect with them on a personal level. Then, deliver your content campaigns straight to their inbox.

These open communication lines ensure that you can quickly build your business. How? They allow you to pitch your content to your subscribers directly. Or solve any issue that they may have with your service or product.

Build trust and authority

Content marketing can help you establish yourself as a reliable and credible source of information in your area of expertise. How? By creating relevant and valuable content, you can showcase your expertise and solve your customer's problems.

On the other hand, email marketing ensures you can deliver your content to your subscribers' inboxes. In the inbox, your subscribers can consume your content at their own convenience and pace. So, how do email and content marketing efforts work together in such a case?

You can use your email to send high-quality and consistent content to your subscriber list. This will help you to;

• Build trust and authority
• Increase your target audience loyalty
• Encourage high retention rates

Nurturing leads

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Content and email marketing plays an essential role in lead nurturing. How? First, you can create valuable content where you;

• Educate your leads
• Build trust
• Guide them through the buyer's journey

After nurturing your leads and ensuring that they are well-informed, use email marketing to allow them to advance in the sales funnel. Thus, content and email marketing will help you to increase your business' conversion rate.

Segment and personalize your campaigns

You can use content marketing to segment and personalize your email campaigns. How? You can do this by collecting insights and data from your content readers. This process will ensure that you;

• Track and analyze your content readers' behavior
• Gain insight into their needs. Interests and preferences

You can then use the collected data and insights to craft personalized and relevant email campaigns that refer to your target audience's specific goals and pain points. For instance, you can send your email subscribers email campaigns based on;

• The type of content they consumed
• The stage of the buyer's journey
• The actions they took
• The feedback they give

When you personalize and segment your email campaigns, you stand a higher chance of increasing your open rates, conversions, and click-through rates.

Grow your email list

Developing a vast email list is incredibly vital if you wish to grow your business. But how can you do it? You can grow your email list by capturing leads from your content marketing efforts. When you offer incentives like discounts, free trials, lead magnets, or exclusive access, you can encourage your content readers to join your email list.

For instance, you can make a podcast on how your service/product solves your target audience issues. Then, offer a demo or a free trial. Also, you can generate an ebook about matters related to your niche, provide it as a lead magnet, and exchange it for email addresses.

This will allow you to grow your email list and increase your reach to potential customers.

Ensure consistent brand experience

Integrating email and content marketing can ensure you provide a consistent brand experience. When you align your email content with your entire content marketing strategy, you can ensure your branding/tone/messaging is the same across all channels.

This will help you to:

• Foster brand loyalty
• Strengthen brand identity
• Reinforce expertise

Best practices for using email and content marketing to grow your business

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Generally, email marketing and content marketing are powerful tools for building relationships, increasing conversion and sales, and driving traffic. Ultimately, when you combine both tools, you stand a higher chance of growing your business and generating more revenue. However, you must employ best practices to ensure optimal results. Below are some of the best practices that you can consider when combining email and content marketing efforts;

Align your email and content goals with your audience's preferences and needs

Before you craft any email or content, you must first understand the needs and preferences of your target audience. Then, align your email and content goals with them. You can use the following to understand your audience's preferences and needs;

• Surveys
• Customer journey maps
• Buyer personas

Understanding your target audience will help you create personalized and valuable email messages and content that resonate with them and drive them to act.

Use email as a way to promote your content

As stated above, email is one of the best ways to deliver content to your audience and drive traffic to your landing pages, blogs, or websites. So, make sure you use it to share your latest content, such as;

• Blog posts
• Ebooks
• Webinars
• Podcasts
• Videos
• Testimonials
• Courses
• Case studies

Build an email list organically

Do not buy email lists. Why? Because this strategy may appear to be spammy. So, the best thing you can do is build your email list organically by offering incentives to website visitors. Also, you can post valuable content on your website and social media platforms.

Develop an email schedule and content calendar that complement each other

Email marketing and content marketing are not isolated strategies. Instead, they are a part of your marketing plant. So, you need to ensure that you coordinate your email distribution and content creation to ensure that you avoid;

• Inconsistency in your marketing efforts
• Duplication
• Content gaps

In Conclusion

Email and content marketing are extremely powerful strategies that you can use to grow your business. They can ensure you create an engaged and loyal audience ready to convert. However, integrating them requires you to employ best practices to help you achieve your marketing goals.