Using Content Marketing Strategies in B2B Emails

GetResponse www.getresponse.com Using content marketing strategies in B2B emails With 191.4 billion emails flying into global inboxes daily, grabbing your customer's attention with an email can feel like a shot in the dark. Almost all (93%) of B2B marketers are using content marketing (CM) techniques to engage current customers and attract new ones. The payoff? More content. 78% of marketers using CM most effectively are producing more content than they were a year ago. Less trouble producing that content. Only 35% of the most effective content marketers find producing engaging content challenging as opposed to 61% of the least effective content marketers. The majority of B2B marketers are employing CM on social media (87%) and on their websites (81%) but how can you use CM in your emails? Some tips on what to include: Customer testimonials: Rated the #1 most effective CM technique. Testimonials give customers an outsider's invaluable point of view on your products and services. Case studies: 88% of marketers consider this an effective technique. It is all just words on a page (or screen) unless customers can visualize how you can help them or someone like them. Case studies can help make this clear. Videos: 96% of consumers consider videos helpful when making purchasing decisions online. Its no surprise videos are considered the #5 most effective content marketing tactic. Whitepapers: Don't be afraid to give something away to your customers. Whitepapers have been shown to be an effective CM tactic. If there are lessons you've learned, share some of that insight concisely in an email. Research reports or statistics from those reports: Comprehensive studies and statistics can be very persuasive, provided they are from an authoritative and objective source. 100% of marketers agree. Infographics: Like this one! Infographics are frequently shared on social media and are a great way to synthesize a lot of data in a digestible way. Still stuck? The most important thing to remember about producing good content for your emails is: Understand who your customers are and what they need, then illustrate how you can be the solution to that need. If you can do that, then you have the formula to create content your customers want, because it will help them solve their own problems. Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends: North America, Content Marketing Institute, 2014. B2B Content Marketing Report:2013 Survey Results, Holger Schulze, 2013. Email Statistics Report, 2013 - 2017, The Radicati Group, 2013 The Power of Video for Small Business, Animoto, 2014 | GetResponse www.getresponse.com