Content Marketing’s Role in Email Marketing


email marketingWhile we were updating our ESP selection guide last year, “integration” was the recurring theme. Email is no longer a standalone marketing channel. Integrating email with social media marketing, web analytics and more has become a necessary capability for many email marketers.

And integrating email with content marketing is part of that holistic approach.

Content and email are ideally suited for a symbiotic marketing relationship. Content marketing can both inform and draw from email marketing.

Create Once, Use Repeatedly
As you’re planning your content pieces, whether that content consists of words, video, photos, podcasts, webinars, infographics, or a slideshow, consider also how you can promote that content to your in-house email list. Maybe it’s a B2B webinar, a tradeshow video or a cookbook offer. Whatever the content and your method of lead generation, consider making that same content available to appropriate people on your email list too.

As long as your content marketing program is healthy and strong, you’ll always have relevant reasons to email your audience or at least some segment thereof.

We call that creating once, using repeatedly. And that’s how your content marketing can give your email marketing a boost.

You can also use your email marketing to improve your content offerings by testing to see which type of content gets the best response rate. Maybe you thought your audience would prefer video but email marketing A/B testing shows a preference for whitepapers. Or perhaps your case study offer falls flat but your archived webinar does wonders when they go head to head while testing your offer. No matter the winner, you can use that information to refine your content marketing program, offering more of the types of content your audience seems to want. 

Use Email, Get Content
Content marketing can inform your email marketing program…and it can draw from it too, when you use your email platform for generating more content.

Your email newsletter should be considered part of your content marketing strategy and probably already is. Less obvious, however, is the messaging created specifically for your email marketing campaigns, and even the one-off emails sent by your sales or service teams. Review the messages created as part of your email marketing program to find nuggets or even gems you can repurpose elsewhere as part of your content marketing strategy. Also keep tabs on the information your employees send out in response to email inquiries. These can be very targeted and readable pieces of content you can repurpose in your blog, newsletter, case studies or elsewhere.

Also consider using email to conduct surveys and solicit customer feedback. These can be sought after via email and the content provided by your customers can then be repurposed and used in online marketing, your blog or in your social media. Ask subscribers to submit photos, videos or even drawings, and you’ll open up a whole new avenue for content generation that can’t help but be relevant, since it’s your customers who created it.

Email is the multi-purpose marketing channel that can be integrated with pretty much every other marketing channel, whether that’s a technical integration or a tactical one. Make sure your content and email marketing strategies are working together to maximize your results from both.

Marco Marini, CEO
ClickMail Marketing

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