When engaging in email marketing content writing, the purpose of your content is to attract and acquire an audience that will eventually turn into a sale. You realize that, but you’re not exactly sure how that works. By publishing content to your blog, marketing it in the places that your potential customers will be searching, and tracking the results, you will be able to get a clear vision of what could lead to a sale and what won’t.
The process of effective email marketing content writing isn’t an easy feat. In fact, “ninety-one percent of B2B marketers use content marketing and 78% of CMOs think custom content is the future of marketing. Meanwhile, in the present day, marketers are struggling to measure how their content is moving the needle”, says Jesse Noyes, the senior director of content marketing for Kapost. However, by joining forces with our new Renown SEO Viral Blogging Program, it will enable you to do what you do best (run your business), while we take care of implementing and tracking your marketing efforts (see more on this at the bottom of this post).
As you can probably tell by now, producing content is extremely time consuming. Therefore, learning how to gauge what’s working and what’s not as quickly as possible becomes extremely important in terms of efficiency. So, by tracking the performance of each post you publish, you can build up a list of what creates the most engagement, what keeps people on your website and what gets them to come back. By taking a look at these results as often as possible, you will be able develop content closer to the needs and wants of your readership. Slowly but surely, you’re molding them into buyers.
Now, sales aside, let’s focus on what matters: the performance of your content.
If you want to track your email marketing content writing efforts, you’ll have to know how much content you’re producing. Compile a list of all your contributors, how often they post and on which subjects. Additionally, you’ll want to take note of where the content they’re creating is getting published, including social media platforms and any other social sharing sites
You can see the level of engagement your posts are generating through a number of different measurement tools. The first method of observation, when trying to track if your readers are finding your content valuable, is monitoring their social media shares. By using a tool like Google Analytics, you will be able to take a deeper look into the blog posts that are resonating with your audience. For example, “If you tweet your blog posts, it can also give you some insight into the titles that compel people to click through from Twitter. This also gives you info on how people who arrive from different social networks behave (how long do they spend on your site, how many pages do they look at in a visit, etc.)”, saysOlivia Roat, a writer for Manstreet Host.
Secondly, you’ll want to pay attention to the inbound links your blog posts are receiving. “Search engines place high value in trust and authority, and an inbound link from a very high ranking and trusted website tells the search engine that someone trusted also trusts you”, says Chris Vaughn, a writer for Digital Sherpa. Therefore, take note of which posts are getting the highest number of inbound links and analyze why.
If you’re just starting to market your content, then you can compare the stats your blog posts are receiving in comparison to other bloggers in your industry. If you have at least a few months of email marketing content writing behind you, simply track and compare the stats of all of your blog posts, and see which ones are getting the highest stats.
The surest way to track how effective your email marketing content writing strategy is through the leads you’ve acquired and the closed deals that have resulted from you content. “The result is valuable insight into the true ROI of content, enabling marketers to make informed decisions about which content assets to produce”, says Craig Rosenberg, a writer for Funnel Holic.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.