Content marketing goes beyond traditional marketing in that it\u2019s about informing the reader more than it is pushing a brand or product lightly shrouded in some brief storyline. Instead of speaking a message at<\/em> the viewer, content marketing opens up a conversation about<\/em> a given topic. Content marketing shares knowledge and actionable insights<\/a> that help consumers and businesses alike understand why they should take action.<\/p>\n\n\n\n Businesses use content marketing because it works. If you\u2019re able to dial in who your customers are, you can create content that engages them and keeps them interested. It gives you the opportunity to be a thought leader in your industry while supporting your business goals.<\/p>\n\n\n\n The sheer accessibility of content marketing means everyone is using it, and businesses are missing massive lead-generating opportunities if they don\u2019t.<\/p>\n\n\n\n Some examples of content marketing are:<\/p>\n\n\n\n It\u2019s not uncommon for people to be surprised when they\u2019re told that email is still a powerful marketing tool. Email is a direct line of communication<\/a> with customers who have already shown some sort of interest in a product or service a brand provides.<\/p>\n\n\n\n People check their email every single day, meaning they\u2019re getting exposure to a brand day in and day out. If they continue to receive emails about a product they\u2019re interested in, they are more likely to purchase it.<\/p>\n\n\n\n The emails themselves are becoming more sophisticated, too. Emails include news stories, blog posts, visuals, infographics, etc. Emails are there to grab attention and potentially drive traffic to a brand\u2019s website.<\/p>\n\n\n\n Email automation takes it a step further. After inputting their email address, potential customers can be sent emails during any step of the buying process. If they\u2019re browsing, email. If they have something in their cart but didn\u2019t check out, email. If they did buy something and a brand wants feedback, email. And the company doesn\u2019t need to lift a finger.<\/p>\n\n\n\n This is the power of email automation. Once it\u2019s set up, it can begin generating leads for companies almost immediately. It knows what to send to whom, and when. These automated emails can even be personalized<\/a> with a customer\u2019s name and general location.<\/p>\n\n\n\n Just because automation takes care of sending out the emails, doesn\u2019t mean it will be effective without a plan. Before you can \u201cset it and forget it,\u201d you need to come up with an effective strategy<\/a> for your emails.<\/p>\n\n\n\n This is where drip campaigns come in. It goes by many names – email marketing, drip marketing and automated email campaign – but they are all referring to the same idea: marketers automating the release of emails to potential sales leads on a set schedule.<\/p>\n\n\n\n What makes a great email campaign? Here are a few ideas:<\/p>\n\n\n\n There\u2019s no endgame when it comes to email campaigns. They should be constantly changing and evolving to meet the needs of their audience, so if your first message doesn\u2019t work, your next one could!<\/p>\n\n\n\n Email copywriting is essentially the antithesis of email automation. For the most part, email automation can make sending emails a relatively hands-off task, but those emails need to be filled with engaging content<\/a> that makes readers want to click the link and learn more.<\/p>\n\n\n\n When writing email copy, it\u2019s easy to just worry about the body of the message and hit send, but there are many more pieces of the puzzle to consider:<\/p>\n\n\n\n You want to make sure that every part of your email is set up in an engaging way that makes the reader feel like they need to open it. Otherwise, it could end up directly in the trash bin.<\/p>\n\n\n\n Not all parts of an email are created equal, however. Around 33% of people open an email based on the subject line alone, which means your subject line needs to draw the eye without coming across as spammy. <\/p>\n\n\n\n Pro-tip: Check out our guide<\/a> to see which email subject lines actually get responses. The common thread with email campaigns is that they have solid content marketing behind them. Content marketing is there to engage the viewer and make them more likely to become a customer. <\/p>\n\n\n\n Content marketing isn\u2019t there to just sell a product or service; it\u2019s there to inform the reader and set in their mind that your company is a leading expert in your industry. Beyond informing the reader, the content should tell them how your product or service can help solve a problem they may have, and how.<\/p>\n\n\n\n If they still have questions, make your social media and contact channels present within your emails. Encourage them to engage with your brand in your content. Positive engagement on your social channels can create more leads and will encourage customers to follow your brand. Not only will your company be seen as an expert, but also an accessible expert. <\/p>\n\n\n\n Email automation mostly takes care of the tricky part, which is sending the right information to the right lead at the right time. That being said, setting up email automation is a process that requires a strong strategy.<\/p>\n\n\n\n If you\u2019re lacking in the email marketing department, you can outsource the work to an experienced team like Email Uplers. For more on email automation and content marketing, check out <\/a>Brafton<\/a>\u2019s blog.<\/p>\n","protected":false},"excerpt":{"rendered":" Content marketing is one of the best ways for lead generation. Learn how you can use it for email lead generation <\/p>\n","protected":false},"author":21,"featured_media":26726,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-26723","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\nEmail marketing<\/h2>\n\n\n\n
Automation<\/h3>\n\n\n\n
Email drip campaigns<\/h3>\n\n\n\n
Email copywriting<\/h3>\n\n\n\n
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<\/a><\/div><\/div><\/p>\n\n\n\nHow content marketing fuels email lead generation<\/h2>\n\n\n\n