Creating perfect content for your industry

Email marketing: subject lines, deliverability, and inboxes, email clients, images, address books etc. – there are so many components to an email marketing campaign, that sometimes the most basic thing is missed – your content.

Content is the part of your email that engages your contacts, keeps them interested and ensures they come back for more.  However, there are some businesses that love email marketing, but can sometimes fall flat on the content side of things.

For example, a whitepaper is a great way to engage your contacts, build your presence as an industry thought leader, and get your brand out there – but do you really want to read a 6 page piece on re-mortgaging? No, didn’t think so.

If you are in the mortgage sector (just an example) you need to twist your content on its head, and turn it into something of value, something helpful and something your contacts want to read.

Content marketing, or inbound marketing, is becoming more and more popular at this side of the pond. A lot of American companies already use this technique to add value to their contacts, and its time more UK based companies did the same.

Helping your contacts through the sales process, instead of forcing them through, can replace the effort of your sales team, and the contacts make their own decision – because no one likes being sold to.

Here are our top tips for providing wanted and useful content:

1. Be helpful

Think about the type of questions that are often asked by prospects and customers. What issues do they face when it comes to your product? Useful tips, videos, whitepapers or even a webinar can prove your place in the industry, and highlight your fantastic customer service.

Give your contacts the answers they require before they hunt around for another company.

This is a proven technique as part of a lead generation campaign. This involves warming the contacts with useful content before hitting them with a sale.

2. Think like a journalist

A journalist is trained to think about the 5 Ws – who, what, when, where and why. Answer these questions in your content, and then add another question – how. How does my company solve their problem – testimonials are a great way to help others consider the ‘how’ side of a buying decision.

This will also help you stay one step ahead of the curve. Keep your eye out for the latest industry news, and share it on your social accounts.

3. Find content that is wanted

It’s easy for me to say ‘find content that is wanted’, but where do you begin?

    -   Support queries

Ask your sales people about the time of questions they receive over and over again, and turn it into a blog post. Ask your existing customers what information they would’ve liked when they first signed up with you. Look through your support queries for any trends. A small question asked by a customer, can lead to blog posts, a whitepaper and even a seminar. For example, ‘what is a landing page?’, for us, opens up a world of answers, demonstrations, and even an upsell opportunity.

    -   Current events in your industry

Keep up to date with the latest industry news – follow thought leaders on LinkedIn or set up Google alerts to be on top every day.

    -    Search streams

If you’re using a social dashboard like Hootsuite, set up a search stream for your chosen keyword to discover on-going conversations. Find out how to do this here.

When creating content for your industry, it’s important to remember that may seem boring to some people, will be interesting to your warm clients, who are getting ready to buy.

This will then turn your marketing strategy inbound – and your contacts will return for more.

Got a question? Please feel free to comment below, or tweet us @Wired_Marketing.

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