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How to Create Evergreen Content That Generates Traffic to Your Site

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How to Create Evergreen Content That Generates Traffic to Your Site

Every digital marketer understands that publishing articles or blog posts on your website is an excellent way to create content for your SEO strategy and build awareness. On top of that, you also get to connect to your audience on a deeper level.

However, many marketers focus on publishing seasonal content or articles on trending topics, which can drive traffic, but only for a limited time.

According to HubSpot’s State of Marketing Trends Report (2022), 83% of marketers say it’s better to focus on quality rather than quantity of content, even if it means publishing fewer blog posts.

But if your content depends on trending topics, how can you create quality content that lasts? Enter evergreen content.

First, let’s be honest; creating evergreen content isn’t a walk in the park. Many marketers have tried creating this type of content on their websites but can’t seem to get the results they need.

So how do you create something that doesn’t age?

In this article, I’ll discuss what evergreen content is, why it is important to have one, and how you can create one that will give you lasting results.

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Evergreen Content Explained

I’m pretty sure many of you have heard this term many times already, and some of you might have an idea of what it is.

But for those still unfamiliar with it, evergreen content is search engine-optimized content that is relevant all year round and can stay fresh over an even longer period. Some may argue that any content is sustainable, given that it remains published once you upload it to your site.

But evergreen content isn’t just any other content. It continues to be of interest to your target audience even after its publication date, attracting more visitors over time.

The topics used in evergreen content are those that many users will search for at any time of the year, making it an excellent strategy for SEO and content marketing.

This type of content comes in many shapes and sizes. Depending on your products or services, evergreen formats can range from listicles, how-to guides, tips, reviews, and videos. Something to note is that producing these formats doesn’t automatically make your content evergreen.

The main ingredient to making evergreen content is the topic, which should stand the test of time.

To understand this better, let’s look at seasonal content. This type of content contains topics tied to a specific time of the year, a trending item, or even in the news or social media. The hype on these topics usually dies down once enough time is passed.

For instance, marketers often produce content for various holidays like Thanksgiving or Christmas.

Content around these times can often generate traffic, but once the holiday is over, it’s unlikely that level of traffic will continue.

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Why Is It Important to Have Them on Your Website?

It’s no secret that seasonal content can quickly generate a lot of traffic to your site, but it can become irrelevant even quicker as new trends emerge.

Evergreen content can give you lasting results and so much more. Here are some reasons why you should start creating one:

  • Great for SEO. Evergreen topics are usually searched, which means your content will likely rank on search engines. On top of that, it will always drive traffic to your site and keep on doing so, especially if it’s high quality.
  • Lead magnet. Since you’re showing your expertise through evergreen content, it can encourage visitors to check your product or services. And because it’s relevant all year round, you can use it to attract new leads every time.
  • Excellent marketing material. This is one of my favorite benefits of evergreen content. You can promote it repeatedly, making it a versatile marketing tool.
  • Add value to you and your customers. Since it answers a common problem that your target audience has, you can help them address their issue. At the same time, the steady traffic it provides can help your website grow.
  • Impactful investment. Creating evergreen content takes time. This ensures that you provide high-quality content that will always be interesting to your audience. That’s why it’s an excellent investment by providing significant returns in the future.
  • Lasts for years. The idea that evergreen content can last for years ultimately means less work for you. A single high-quality post can give you a real bang for your buck, compared to seasonal ones that only last for a week or, if you’re lucky, a couple of months.

Step-by-Step Guide: Creating Evergreen Content

Now that we’ve established how critical evergreen content is for your digital marketing strategy, it’s time to learn the ropes of creating one that can be impactful for years. Follow these steps to begin:

1. Find a Problem to Solve

For evergreen content to succeed, it should solve a problem your customers face. It doesn’t have to be a major problem, but it’s something that many people may encounter in their lives.

For example, if you sell car parts like tires, one problem many car owners can encounter is changing their tires. You can create an article or a video showing your customers how they can change their tires and how often to rotate them to avoid wear and tear.

Now you’re not only solving their problem but providing extra value!

But I get it that you just don’t magically stumble upon a problem, and you need to put in some work to find the right fit for your website. So here are some steps you can take to find out the best problem you can address in your evergreen content:

  • Ask yourself. You know your business well, and you can use this first-hand knowledge to look for pain points your customers are facing.
  • Ask your customers. Don’t be afraid to send surveys to your customers. The worst thing that could happen is that they won’t answer it. But the benefits? Learning about their problems and what they expect from your business.
  • Check your competition. While some may tell you to copy what your competitors are doing, I think many other opportunities are available to avoid doing this. Instead, check to see what they’re doing so you can understand what works and what doesn’t. From there, it’ll be easier to come up with an idea of what problem you want to solve for your customers.
  • Check the internet. The internet is an excellent tool, especially if you know how to take advantage of it. One way is to check frequently asked questions about a particular industry through platforms like Quora and Reddit. You’ll be surprised by what information is waiting for you.

2. Conduct Keyword Research

Since evergreen content is a search-engine-optimized piece, it requires some keyword research to make it as effective as possible. This will also allow you to determine whether the problem you want to solve has merit, and people are actually searching the internet for answers to it.

So how do you go about this?

First, you need to invest in the right tools. While there are numerous tools, like Google Trends and Keyword Surfer, that can provide you with basic keyword research features for free. You might miss out on opportunities that only paid tools can provide. But if you’re not ready to shed some cash, the free versions can also give you valuable insights.

Next, you need to understand what to look for. The monthly search volume is the most important metric you have to check when conducting keyword research. This can tell the potential amount of viewers you can reach with a particular keyword or phrase.

However, note that there is yet to be an actual benchmark on what a healthy monthly search volume is, especially since niches and industries vary in size.

For instance, if you are working on a popular niche like fashion or beauty, you can see that the search volume is high. But a very specific niche, like bass fishing, may have a lower volume. Be sure to only compare different keywords in your niche.

Lastly, use long-tail keyword phrases instead of just keywords. Almost everyone we know uses the internet for answers to just about anything. So, when you optimize your content for longer keyword phrases, you can get their attention easier since it usually focuses on a more specific topic.

Going back to our example on the car parts business, your keyword phrases for tire changing content can include “how long does it take to change tires” or “how often should you change tires.” They also have high search volumes, meaning many people are interested to know the answers to those questions.

3. Create a Topic Using Your Chosen Keywords

Now, let’s go to the fun part. Once you have all the details you need and have collected all the keywords you want to use, it’s time to think of a topic for your evergreen content. To help you out, here are some questions you can ask yourself when coming up with a topic:

  • Will it be relevant to your customers after a year?
  • Will your customer and potential customers always search for this topic?
  • Will it be easy to reshare this topic on various platforms over and over without seeming outdated?

If your answer is all yes, then you found your golden ticket. You can frame this as your working title to see how to structure and position the content and think of any other related topics you might want to touch on along the way.

Important Things to Remember

Creating evergreen content may sound easy, but there are other things you need to consider to make it successful. You already have a topic in mind, and that’s a good start. However, there are other things that you need to remember when you’re putting it all together.

1. Make It Informative

Always remember quality over quantity. While longer blog posts can rank higher in search engines, it’s better to provide value to your audience than the search algorithm. As an example, if you were writing about the benefits of Google My Business software or social media marketing trends, your articles should still give some value to the readers. With this in mind, ensure your evergreen content is as long as it’s supposed to be—no fluff to achieve a particular word count. Your content should be made for humans, not robots.

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2. Don’t Forget the Layout

Even if you have the best evergreen content piece in the world, if it doesn’t have good design and proper formatting, your efforts are put to waste. So, apart from ensuring your content can rank, you must deliver a memorable reading experience.

This will not only build customer trust but can potentially convert visitors to customers.

When it comes to optimizing the layout and design of your evergreen content, make sure that there is enough white space between the paragraphs. This makes it easy for your visitors to consume the content.

Next, don’t put a lot of distractions. If you do, they won’t be able to finish the content and will jump to another page. Lastly, make it visually appealing. You can add relevant images or videos to break walls of text. Just make sure you can get your readers at the end.

Remember, the longer readers stay and read your content, the higher your chances of turning them into qualified leads.

3. Regularly Update Your Content

Just because evergreen content can last for years doesn’t necessarily mean you can just upload it and never touch it again. Since your main goal is to provide information to your customers, you must ensure that those details are updated every time. It doesn’t have to be every week; you just need to ensure that the information is not outdated so you won’t mislead your readers.

You can also use this opportunity to link other website pages from your content. This can help with your overall SEO strategy, especially if the piece generates a lot of traffic. If you have already created evergreen content, here are some things you need to update:

  • Data and Statistics
  • Quotes
  • Screenshots and images
  • Titles
  • Examples

I don’t recommend adding dates to your evergreen content URL if you can help it(e.g., Best-Apps-for-Video-Editing-2022), as it will quickly become outdated, and your SEO efforts are going to waste every time you change the link.

But if you’re using one in your title, make sure you update that too. You can also use the help of AI writing software to add extra paragraphs and beef up your post a little.

4. Write for Beginners

This may sound counterintuitive, especially if you want to assert your expertise in the field. But people who search for broad topics are usually not experts, so ensure your content can cater to a large audience.

That’s why it’s best to avoid technical jargon. It’s okay to mention it when necessary. Just ensure that you give a brief explanation about it. At the same time, keep your tone conversational. Read your sentences and paragraphs to check if they sound natural.

5. Promote Your Content

Now that you’ve put together your winning content piece, it’s time to put it to work to reach your audience—it just doesn’t automatically give results after you publish it. This is where content promotion comes in.

There are various ways you can promote your content. This can be through social media sites like Facebook or Instagram. You can also promote it via email, especially if you have an extensive mailing list. Or even via guest blogging.

Since this can stand the test of time, you can promote it repeatedly, which is perfect for times when you just don’t know what to post.

Slutsats

Before evergreen content can give you the desired results, you must ensure that Google knows your site exists. If not, then you should index your site first and then work from there.

Creating evergreen content that lasts requires a lot of work, and you should be willing to do it. By following these practices I’ve shared, you can make an effective piece to drive ongoing growth to your site.

The results may not be quick, but if you do things right, you’ll reap the benefits far longer than you think.


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Promote | DigitalMarketer

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Promote | DigitalMarketer

Up until now, any “promotion” your customers have done has been passive. But in the promotion stage, your customers actively spread the word about your brands, products, and services. They tell stories, make recommendations, and share your offers because they truly believe in them.

Active promotion may be an affiliate or commission relationship—or just a free offer for sending some new customers your way. The point is, it’s a win-win for both of you.

One thing worth mentioning before we dive in; Happy customers don’t promote, SUCCESSFUL customers do. 

Our biggest question in the Promote stage is: How are you going to turn your BEST customers into your marketing partners? 

If you don’t have a referral program, an affiliate program, or a valued reseller program … who is willing to drive your message to the organization you need to build out these programs? This is word of mouth marketing, and it is very important so start thinking about how you want to build this. 

Look to your most successful customers, they’re going to be the people who actively promote for you. But then, let’s think about our customers who already have our prospects but are offering a different product or service. 

At DigitalMarketer we are a training and certification company, we are not a services based company. What that means is we don’t compete with agencies or consultants. This also means that there is an opportunity for us to work with agencies and consultants. 

When we realized this we decided to launch our Certified Partner Program, which you can learn more about at DigitalMarketer.Com/Partner. This program lets us work with the largest segments of our customer base, who have customers that we want but they’re providing a solution that we’re not providing. 

When we train our customers, they are able to use our company frameworks to work with their clients. If their clients want to learn to do their marketing themselves? We’re the first education company they see.

So who is that for you? Remember, it’s not the happy clients that refer, it’s the successful clients. If you want to create more promoters, make sure that you’re doing everything that you can as a marketer to ensure that you’re marketing great products so you can see great results. 

How can our example companies accomplish this?

For Hazel & Hems, they can add an ambassador program to grow their instagram following and increase credibility with viral posts. 

Ambassadors can earn affiliate commissions, additional boutique reward points, and get the chance to build a greater following by leveraging the Hazel & Hems brand.

For Cyrus & Clark, they can offer discounted rates to their existing clients if those clients are willing to refer them to their strategic partners. 

For construction companies, this could be a home builder recommending Cyrus & Clark services to the landscapers, real estate developers, and interior designers that they work with to serve their customers.



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11 Email Marketing Design Tips to Drive More Revenue

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11 Email Marketing Design Tips to Drive More Revenue

When you think about what factors and processes are needed to get the most out of your email marketing campaigns, you might consider these first: more sophisticated personalization, leveraging first-party data more effectively, or more precise targeting and timing. 

While those are all important, there’s another more fundamental aspect of email marketing that’s just as critical to success: email design. 

With more than 333 billion emails sent and received every day, and adults logging more screen time than ever before, it’s never been more crucial to have well-designed emails that can quickly cut through the overflowing inbox clutter, capture recipients’ attention and compel them to take the desired action. 

Whether you’re looking to supercharge your email newsletter or inject new life into your lifecycle email campaign strategy, here are 11 email design tips and examples that can drive site traffic, purchase intent, conversions and revenue.

“All aspects of email design – including accessibility, readability, layout and responsiveness – have a huge impact on open rates and conversions. In reality, email marketing design is the gatekeeper to campaign success.”

Samantha McGrady, Tinuiti Strategist, Lifecycle Marketing

 

Essential Elements of an Email

 
You might not consider all these quote-unquote “design” components, but they all play a central role in how an email is perceived and consumed. 

  • Subject line
  • Pre-header text
  • Header/headline
  • Logo
  • Color scheme
  • Images
  • Body copy
  • CTA(s)
  • Signature and footer
  • Unsubscribe button

 

The Eleven Keys to Effective Email Design

 
All elements of an email come together to create an overall design. Whether that design is cohesive or advances the objectives of the email depends on how well the individual elements are executed. Here are 11 tips for making email design work for you.
 

1. Responsive Designs Pay Off

 
Mobile-friendly email design is a must. While the exact percentage of emails opened on mobile devices like smartphones and tablets vary by source, it’s estimated that over half of all emails are accessed on mobile. That means ensuring an email displays correctly and can be read easily across devices, screens and resolutions are essential. If an email displays poorly, it’s likely to be deleted in under three seconds

Utilizing a responsive email template will automatically adjust your email to fit the screen it’s being viewed on, whether that’s a desktop, laptop, smartphone or tablet. Most drag-and-drop email builders feature built-in responsive design templates, but you’ll also want to keep mobile formatting in mind when considering image size and the length of copy blocks within the email.  
 

2. Keep Accessibility Top-of-Mind

 
One key aspect of email design that goes hand-in-hand with responsiveness is accessibility. Accessibility refers to an email’s ability to be received and understood by persons with disabilities or using assistive devices. So just as responsive design ensures that emails can be accessed across device formats, good accessibility practices preserve an email’s usability regardless of the recipient’s circumstances.

An accessible email will have a logical flow and high readability in terms of descriptive subject lines, links and headers, and larger and well-spaced typefaces. It will also use high color contrast and utilize alt-text liberally. Perhaps most importantly, an accessible email will not lean too heavily on visuals or hide information in images, as adaptive tools like screen readers can struggle to convert them.  

Keeping accessibility top-of-mind is important for reaching the maximum percentage of your subscribers or target audiences and contributes to good overall email marketing usability.
 

3. Customize Your Pre-Header Text

 
Pre-header text used to be an afterthought, and many marketers defaulted to the first few words of email body copy. Now, because of the way emails are displayed in mobile and desktop inboxes, pre-headers are widely recognized as the second-most important text element after the subject line. Pre-header text indicates to the reader what the email is about; it’s essentially a visible meta-description of the email. 

As such, the pre-header text should complement the subject line and reinforce the critical call-to-action within the email. It should, like the subject line, entice the recipient to open the email and keep reading while also reading while offering an informative preview of the email itself. And it needs to accomplish all of this concisely in an abbreviated space. 

Crafting a compelling subject and pre-header pair can feel like writing poetry, but getting it right can significantly impact open rates and conversions. 
 

4. Use an Effective Layout

 
The layout is the most recognizable aspect of email design and likely what most people think of first when considering the design elements of an email. Layout determines the flow of your content and the order in which your readers consume information. The most basic principles of email layout are maintaining organization and logical consistency, capturing attention through aesthetics, and manipulating the recipient’s eye where you want it to go.

  • Organization: In essence, this means establishing a clear visual hierarchy. Try to display the most important information and convey essential details early on (higher) in the email.
  • Aesthetics: incorporate white space to give your content breathing room and lend a more elevated look. Clutter and “walls” of text are difficult to read and lead to email abandonment. Instead, utilize negative space to accentuate key points and keep the recipient reading. 
  • Guiding the eye: Use directional cues to draw attention to the most essential part of your email. Effective layout templates leverage natural reading and eye movement patterns to focus the recipient on desired email elements. 

 
Many email templates use the following common layout patterns, each of which guides the reader’s attention in specific ways:

  • Z-pattern layouts place a zig-zag of content within the reader’s typical sight line, starting at the upper left corner. 
  • F-pattern layouts emphasize the left side of the email, inviting readers to return their eyes to that side for most information. 
  • Inverted pyramid layouts, perhaps the most familiar layout, load critical information at the top and create a visual funnel toward a CTA at the bottom.

 
These principles are laid out in the following two wireframe examples of common email layouts. Notice how both lean on the reading path of the human eye while maintaining a recognizable hierarchy and putting vital information up top:

two examples of email design template wireframes

Remember to rotate your design layout to avoid using the same framework repeatedly – otherwise, your emails will be perceived as stale by your subscribers.

 

5. Choose Colors Strategically

 
Color scheme is an essential element in any design, and emails are no exception. The right combination of colors – or the strategic limitation of a color palette – can elicit emotion, direct attention to important content, reinforce brand image or distinguish a single email from a series or campaign. 

There is plenty of room for experimentation with color in email marketing. Still, good general rules of thumb are to avoid clashing colors or using too wide a variety of colors, use bright colors sparingly, and stay consistent with color usage across branded marketing assets. And as with accessibility and responsiveness, it’s also important to consider how an email is being viewed; for example, if being read on a mobile device in “dark” mode, pure black text can appear illegible. 

It’s important to remember that color isn’t limited to graphical elements or iconography in the email; the text color used and dominant color in embedded images or photographs should also be considered. These colors should work in harmony to support your content, brand and the purpose of the email.
 

6. Use Clean and Clear Text

 
An organized layout and strategic use of color will go a long way toward making an email readable and effective. Ultimately, though, the information you want to communicate stems from the email copy itself. One hard and fast rule for text in an email is to be clear and concise

Remember the 333 billion emails sent and received last year? Your target audience received some of those, and they almost certainly didn’t read every word of every email they received. So many of those emails were probably never opened, thanks to poor subject lines.

Emails should draw the eye with an attractive design but be easy to skim. Get to the point quickly, or risk ending up in the trash.

 

example of clear and concise email marketing design from Hyperikon

 

When in doubt, follow these guidelines:

  • Maintain a good text-to-image ratio
  • Keep the headline to two lines or less
  • Keep text on a simple background so that it’s easy to read
  • Bold or highlight keywords or phrases

 

“Reduce the cognitive load. We really want to create our emails to be clean and concise.”

Sammi Nutsongtat, Klaviyo Design Specialist

Portrait of Sammi Nutsongtat
 

7. Treat Email as a Brand Opportunity

 
Of all the potential touchpoints a recipient might have with your brand, the email you just sent them is unlikely to be their first. That makes it very important to keep email design consistent with your overall brand design. 

Incorporating strong branding – not just a logo or a tagline, but brand-specific colors, imagery, typography and content tone – helps email recipients identify the message’s source and provides a more cohesive experience from the inbox to the landing page. That can reduce your bounce rate as users interact with your brand across different channels.

A good branding evaluation question to ask: If I removed our logo from these email designs, would our subscribers identify our company?

 

example of good branding in email design from Bryan Anthonys and Diff

 

Your brand’s identity tells your story, so it’s important to be conscious of your email branding. Branding should remain consistent across all channels, whether email-to-email or email-to-website. 
 

8. Your Typography Style Matters

 
Using a consistent typeface in email design can reinforce your brand image and identity, though, like color, there is some opportunity for experimentation. The most important thing to remember about typography is that it should be easy to read at a skimming pace and shouldn’t detract or add confusion to the message.

Emails can also contain more than one kind of typeface, for example, one font that looks better at a larger size for headers and another that looks cleaner for entire sentences of body copy. That said, too many different fonts in an email can make it hard to read. A limit of three fonts per email is a good common-sense rule. Again, a drag-and-drop email builder usually has several typeface options and suggestions for specific email elements or sections. 
 

9. Personalize Elements of Your Emails

 
Personalization is one of the dominant themes across the marketing and advertising industries right now, as technological advancements and the rise in importance of zero- and first-party customer data have made true one-to-one, brand-to-customer engagement possible. Email marketing, which was perhaps the first marketing vector to make widespread use of basic personalization (think mail merge and auto-filled salutation lines), can also incorporate more sophisticated personalization techniques – and should. 

The goal of personalization should be to make an email meaningful and valuable to the recipient. That means incorporating bespoke, custom content blocks based on customer data, including insights like purchase history or position in the customer lifecycle or buying journey. Narrow segmentation can help target specific customers, and personal touches like incorporating profile information or preferences can help humanize your brand and create stronger relationships.

In short, you should seize every opportunity to include more personalized elements in your emails.
 

10. Always Use a CTA

 
This might seem like email marketing 101, but no list of email marketing optimization tips would be complete without addressing calls to action or CTAs. Usually rendered graphically as a button, a good CTA should concisely describe the exact action the email reader can expect upon clicking and be placed at a point in the layout where the next step is logically implied. 

Effective CTAs typically appear at the bottom of a section in a contrasting color to the email’s overall color scheme. Multiple CTAs can be used – some research suggests that having more than one CTA increases click-through rates – but only where the natural progression of the content suggests they appear. As with many of the design tips presented here, CTAs should be used in a cohesive, consistent manner. 
 

11. Avoid Abrupt Design Changes

 
Consistency isn’t just important within an email; it’s also important across campaigns. Design shock, or suddenly presenting drastically different creative to an existing audience like your subscriber base, can impact the success of an individual email or an entire campaign.

When updating your email designs, consider rolling out the changes in an iterative fashion or testing the new creative out on a small group of subscribers before rolling it out to your entire audience.

 

example of avoiding email design shock from Ritual

 

As the example above illustrates, gradually transitioning to a new layout while keeping many other design elements consistent helps minimize the effect of design shock. Keep this in mind as you embark on new email campaigns or make universal changes to your email marketing approach.
 

How to Use A/B Testing to Improve Your Email Design

 
 You can put as much thought and preparation into email design as possible, and the email might still fall short of performance expectations. The only way to ensure a successful campaign and maximize conversions is to engage in A/B testing by sending slightly different versions of an email to distinct segments of your audience. It’s a straightforward process that many email platforms support, but sadly, nearly  42.9% of marketers don’t know what to test.

When assessing an email design’s impact on an audience, there are various things you can test to help drive higher clicks, conversions, or overall performance. These include:

  • Call to action button styling
  • Overall layout
  • Number of products featured
  • Lifestyle vs. product imagery
  • Cheeky vs. simple copy
  • Animation vs. static

 

Once you know what to test for and have identified what you’re trying to prove, run a few test emails to sample groups, isolating one variable at a time over a series of weeks. Evaluate which works best for reaching, resonating with, and converting the most recipients, and you’ll gradually improve your conversion rates.
 

Resources & Tools to Improve Your Email Design Game

 
There is no shortage of email design tools available to help you get the most out of your email marketing strategy. Some are full-service email-building platforms, while others are helpful stock image sites or graphics libraries. Here are a few of our favorites:
 

Klaviyo 

 
Klayvio is a well-established, full-service email marketing platform optimized for ecommerce and featuring sophisticated personalization tools. Klaviyo’s robust library of customizable, responsive templates, support for A/B testing, and dynamic content capabilities can help users of all levels put email design optimization tips into action.
 

Tinuiti Performance Creative 

 
Need a more comprehensive and data-driven approach to email and lifecycle marketing? Our own Performance Creative offering is based on moments that matter and features integration with multiple channels and touchpoints throughout the customer journey.
 

Adobe Stock

 
It’s perhaps unsurprising that one of the biggest names in design software also has one of the most robust stock image catalogs available. Adobe Stock allows users to search for specific image types or browse by category, ensuring you’ll find the perfect photos or images for your email campaign.
 

Figma

 
Any design process – including email design – can be collaborative. Figma provides a platform to facilitate that collaboration that includes several email-specific features, including a library of visual assets teams can build themselves.
 

Final Thoughts

 
Design is a central aspect of email marketing performance, and getting it right can be the difference between a positive ROI campaign and a forgettable brand encounter. You can probably think of several marketing emails in your inbox that slapped a basic template together with uninspiring (and uninspired!) copy and called it a day. Or maybe not, because you deleted them without getting past the subject line. 

Your email campaigns can help solidify customer relationships and prospects through accessible designs that embrace solid layout principles, on-brand typography and images, a concise and catchy subject and pre-header, logical CTAs and compelling copy.  You’ll ultimately generate more opens, leads, conversions and revenue for your company, too.

Redaktörens anmärkning: This post was originally published by Greg Swan in August 2019 and has been updated for freshness, accuracy, and comprehensiveness.

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How to choose a content marketing automation platform

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How to choose a content marketing automation platform



A 1917 poster says in bold capital letters: “I WANT YOU FOR THE U.S. ARMY,” along with the famous image of Uncle Sam pointing at the viewer.

In 1917, most advertising was blunt and direct, but in the following 100+ years, consumers have become desensitized to typical marketing strategies. As a result, companies have turned to new forms of marketing to reach their audience.

One of these forms of marketing is content marketing: an indirect type of advertising that delivers blog posts, podcasts, and other forms of content to indirectly market a brand to consumers. Today, businesses can automate many aspects of content marketing, and choosing the right platform for content marketing automation unlocks new efficiencies and return on investment for companies.

Key takeaways:

  • Content marketing is a powerful way to reach customers by providing value through content.
  • Automation makes content marketing efficient and convenient.
  • Optimizely can help you take your content management to the next level.

What is content marketing?

Content marketing is a new strategy for reaching potential customers by delivering content they want to consume. Content marketing improves the brand’s image by providing useful or entertaining content which builds goodwill and brand recognition among potential customers.

Content marketing takes many forms: podcasts, digital video, webinars, articles, infographics and more. Creating and delivering quality content is difficult because it must deliver on multiple levels: it must be useful, entertaining and informative, but it must also inspire confidence and credibility. In other words, quality content marketing must be both good content and marketing material.

Why would a company spend its marketing dollars on content marketing instead of more direct forms of advertising? There are several reasons content marketing is a good choice for companies:

  • Content marketing improves organic reach by delivering content that customers want to consume. This can range from entertainment like TikTok videos or online quizzes to more serious informative content like how-to guides and video conferences.
  • Content marketing inspires confidence in your brand by establishing your company as an expert and key player in your industry.
  • Content marketing improves goodwill by delivering personable, relatable content that meets customers where they’re at. Rather than trying to make customers interested in your company directly, content marketing capitalizes on the things your customer is already interested in.

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How to automate content marketing

AI can’t host a podcast or present a webinar (at least not yet), but automation plays an important role in content marketing.

Social media

Social media is one of the largest opportunities for marketers. Social media is the second largest market within the world of digital advertising, second only to search marketing. Content marketing is uniquely poised to cover both categories as it can optimize content for organic search results and social media sharing.

This is where automation comes into the picture: automation can’t take over your social media presence for you, but it can take on some of the most tedious and error-prone aspects of your digital presence. Some key ways you can automate your social media content marketing are by scheduling posts, connecting various social media platforms to publish content on multiple platforms at once, regularly sharing your content, automatically promoting content and more.

Recently, AI has taken significant steps forward in Natural Language Processing (NLP), which makes AI chatbots a powerful way to connect with users on social media platforms (as well as on your platform).

 

Email marketing

A fan of the television show Arrested Development would finish the phrase “The money is in the…” with “banana stand,” but experienced marketers know that the right answer is “the money is in the list.”

This popular phrase refers to the fact that email marketing is one of the most important aspects of a marketing plan, and a longer list of quality leads is one of the most reliable ways to grow sales. Email newsletters are one of the most popular forms of content marketing but sending email after email is a tedious and treacherous process as it creates limitless opportunities for human error.

Automation revolutionizes email marketing by automatically sending emails. With a customer relationship management platform, email automation can automatically send emails based on milestones and timelines and personalize emails based on the customer’s name and history. This level of personalization is difficult for small businesses and impossible for large ones, but with automation, it’s straightforward and convenient.

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Tracking performance 

One of the keys to marketing automation is tracking marketing communication performance. Marketers should be performing A/B testing to see which campaigns perform the best and merit further expansion, but tangibly measuring the outcome of these tests is difficult without the right tools.

Automation helps companies track the performance of their innehållsmarknadsföring by collecting data from various platforms, bringing it all into one convenient place and providing metrics about the traffic and conversions coming from each piece of content. 

Features of the right content marketing platform

Harnessing the value of these powerful automation options requires a quality content marketing platform. The right platform should include some qualities that maximize its usefulness.

  • Flexibility. One of the essential functions of automation is the ability to share content on multiple platforms simultaneously. While this is already a powerful option, it becomes more powerful with a headless API that empowers you to deliver content on various platforms.
  • Personalization. 71% of consumers expect companies to deliver personalized interactions, and 76% become frustrated when companies don’t personalize their communications. The right content marketing platform makes personalization second nature with robust personalization tools that go beyond copy-and-pasting names. Content marketing platforms like Optimizely target personalized digital experiences to dynamic customer segments.
  • Capacity. Your business has unique needs, and your content platform shouldn’t hold you back. Rather than making your job harder, the right content marketing platform makes your job easier by offering a wide range of options and high-capacity storage for all your needs.

When it comes to content management, Optimizely is an industry leader. Optimizely’s advanced tools range from A/B testing, e-commerce support and headless digital experience management.

To learn how Optimizely can help you harness the power of automation and revolutionize your content marketing, request a meeting today to start the next chapter of your marketing journey.


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