Content is Key to Building a Successful Email Marketing and Social Media Strategy

A journalist recently asked me if I thought that blogging was dead. I almost fell off my chair. Following hard on the heels of the premature death knell for email marketing – I wondered how long it will be before someone announces that social media is on its last legs.

My response was fairly robust. Blogging has never been more alive.

In fact, I would suggest that blogging is an essential component of any wider content driven marketing strategy – including email and social media.

This theory often doesn’t go down too well when I present it as a best practice to my clients at iContact. It seems that many people fear blogging and come up with all sorts of excuses for not doing it – normally citing the lack of time, ideas (really?) or writing ability. It’s a shame because if they released their inner “thought leader” via a blog, they would find all of their other marketing activities suddenly becoming a lot easier.

10 Reasons Why Blogging + Email + Social Media = Success 

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  1. Blogging Gives Your Website a Pulse: A regularly updated blog will help your website stand out as a living, breathing business in what can often appear a wasteland of static and out of date content. Who are you more likely to do business with?
  2. SEO Juice: Google in particular loves fresh content. A regularly updated blog (note the repetition of the words “regularly updated”) will help you better position your company in the major search engines’ rankings, helping to drive conversions including sales, email subscriptions and social media engagement from organic (i.e. unpaid) search.
  3. Encourage Repeat Visits: You’ve invested heavily in driving traffic to your site. A regularly updated blog (there’s that phrase again) will give your visitors a reason to want to return. The promise of great content will also drive people to engage with you socially or subscribe to your email updates ensuring they don’t miss your latest missive.
  4. Reuse, Reappropriate, Recycle: A blog provides excellent content for your email marketing and social media campaigns. If you find yourself in the habit of regularly (uh-huh) updating your blog, you’ll never find yourself short of content when it comes to pushing out an email campaign or finding something interesting to publish via Facebook or Twitter.
  5. Are You a Leader or a Follower? If you publish your own content, you are definitely on the path to becoming a thought leader – i.e. the kind of person people trust to do business with.
  6. It’s Great to Share: So we’ve already established you are a leader. If you produce great content your followers will want to share it. This will of course lead to increased web traffic and conversely more email and social media sign-ups. *more free traffic.
  7. Content Builds Content: A good blog post will generate debate and comment (often in the comments section of your blog). This fresh content will not only enhance your SEO (see point #2), it may also initiate conversations that have the potential to turn into sales.
  8. It Will Humanise Your Business: A well written blog can give your business the platform to position people at the forefront of your business (this could be you, your staff or even your customers). Even in the most high-tech industries, people tend to do business with people they like. Never underestimate the importance of people.
  9. It Can Lead to Bigger Things: A blog post can be the starting point for a bigger project such as a whitepaper, video, podcast, ebook or event. A blog post can also act as a gateway to a subscription-based service or provide the landing page experience from a Press Release, social media post or even paid search activity.
  10. Instant Gratification. Got an idea. Blog about it. Post in out to your social networks. Link to it in your email marketing newsletter. No need to worry about calling your design team or finding available budget. Could it be any easier?

If you are in the UK, you can learn more about incorporating a content driven strategy into your email and social media activity by registering for iContact’s Crash Course in Email and Social Media Marketing for SMEs.

April 5, 2012 – Bristol (SOLD OUT)
April 24, 2012 – London
May 10, 2012 – Manchester
May 24, 2012 – Edinburgh

Discuss This Article

Comments: 6

  • Nick says:

    Good post John, I particularly like the point about humanising your website which is something marketeers tend to have problems with. A lot of language nowadays attempts to remove all aspects of humanity from business communications yet the folks who write it are the same who quote the old adage about people doing business with people!

  • Thanks Nick (good to hear from you BTW), the human touch was what initially attracted me to @iContact first as a customer and then as an employee. I’d worked with several email providers before finding iContact but not a single one took the time to speak to me after I signed up. Hearing a voice on the phone welcome me to the iContact service and ask if I needed any help in setting up was IMO priceless. Like I said: Never underestimate the importance of people.

  • This speaks nothing but TRUTH! I love #7-Content Builds Content. I frequently tell clients that having an active online presence will lead to more “relationships.” Blogging is a solid example of how to start a conversation and participate in the realities of your audience.

  • I personally enjoy blogging. It’s much more casual and “human” like you say than creating web pages which I spend a lot time doing as well. Another great thing about blogging is that it can encourage feedback from readers and customers – an asset to any business.

  • Julia says:

    Great article. Love the idea of being a leader vs a follower. Most articles about content marketing don’t mention this. And it’s so true. While I think for a lot it might be an unintended result of successful marketing, I think it’s something to aim for right from the get-go. Thanks for the reminder John.

  • John Hayes says:

    Thanks Julia – the concept of “a leader vs a follower” is very much the premise of my book Becoming THE Expert which will be published in June. If you’d like any more info please “like”

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