How to Repurpose Content for Email Marketing Campaigns

[Martech Cube]

How to Repurpose Content for Email Marketing Campaigns

Email marketing campaigns have always been one of the most effective ways of marketing. How can one re-purpose their existing content to use effectively in emails? Ever since Bill Gates wrote his 1996 essay, ‘Content is king’, it is a phrase that’s often emphasized. If you do any sort of marketing, then it revolves around the content you produce. And, in many cases, good content is specifically tailored and aimed at your target demographics. What we produce as content also says much about who we are as a business.

When it comes to email marketing, we need to be very careful with what we send in order to retain the customers’ attention and interest. Knowing email marketing trends that will help with success can be of huge benefit. And choosing the right email app with great features can also assist us. But what if we have great content already created? How do we repurpose that for our email campaigns?

Planning your repurposing - So, you have a wealth of great content that you want to start repurposing so you can use effectively in emails? The first thing to do is make a plan:

Define your goals - What are the goals, or micro-goals, of your email marketing campaign? Is it to increase your sales? To direct customers to a particular site or landing page? To increase customer engagement levels? To spread awareness of a new product? Or to help with onboarding?

Many might even describe our content, in all its forms, as almost a type of art. We use it to inform, educate, entertain, and entice. We weave words, images, and videos into stories that we hope will beguile our customers and lead to sales. But content is not all equal. What works well on one platform may not translate well to another one and this is something we must focus on.

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