The Email Wars

We all know that content is king. And we know just as well that one of the hardest things to do is constantly create new content in time for all of your email marketing campaigns. What makes it interesting was this approach that Zinio took a few weeks back by looking at the content that they create for their publishers and using it as a way to produce an impactful daily email that not only is cool but really does a great job of exposing their subscribers to the breadth of content available to digital subscribers.

Now how hard was this? Not too terribly difficult from speaking to them. It was something that was readily available and already being produced in the digital publications they worked on every day. So why not leverage what already exists and use it as a source of compelling content to share and drive engagement and exposure for not only their clients but for themselves.

The great part about this idea is that it completely maps back to the business goals… selling digital magazines and publications. WIN.

It makes me think about all of the clients we work with that might have existing content that they don’t realize they might be able to use, driving down the cost of campaign creation and mapping back to success. Are you blogging, Tweeting, posting, writing, uploading images, videos etc in your other business units and marketing activities? If so are you making sure that the time spent doing all of these things are being utilized and exposing them to the fullest in your audiences? So many times I see companies all working hard on siloed content that is only being used by certain teams and being shared with specific people. Why not think bigger and think about how you can share this content across relevant segments of your markets? Who knows you might just stumble on a gem of a email marketing program and end up boosting the bottom line not only of your team but of the company as a whole.

Get out and take stock of what you are doing and what you are producing to see if you too can benefit from content in your companies already existing tasks.