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Social Email Marketing

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How to reach that network: make it shareworthy

Information and content sharing on social media and via email is a matter of the right content The classic mail-a-friend usage has been declining for a while and now with the new options to share to/on social networks it is all but gone. Yet the new kid on the block (comparatively), which is social media, has left quite some marketers baffled: if it’s so great, why is their content not shared?

They are taking all the measuring and tracking steps possible to make sure no part of the communication chain is missed, but to say the sharing is in the top range of all clickthroughs, no sir. Why is it then that it’s not that loved by subscribers?

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Categories Content marketing, Email marketing, Social email marketing Tags audience, clickthroughs, content, email, Facebook, LinkedIn, mail-a-friend, measuring, network, reach, shareworthy, social media, social networks, social sharing, subscribers, tracking, Twitter

Content and Conversations Have No Value (As Such)

Content has always been essential in online marketing. When I started in online marketing now (too) many years ago we called it king. For a good reason: everyone was focused on shiny websites and design but few businesses cared about the content. It made us mad, really. All those budgets marketers spent on websites and then just using them to put up a brochure. Emails without decent content, no focus on the user experience, you name it.

Everything was about what the corporation wanted to say instead of what people wanted to find. And design was more important than actual value. So we said ‘content is king’ (and of course the customer was king as well).

These days, it seems a bit silly to say content is king. It’s not like we live in 1996 anymore and content has become more important in all forms of (interactive marketing). But that does not mean it’s the only thing that matters. Believe it or not: now that content gets the attention it deserves, there’s a new risk: marketers focusing on the content while forgetting what it’s about: the context, the customer, the purpose. Context is essential. If content is king, customer is emperor, context is queen and clear goals are God (change order at will).  Though content is crucial it’s how your business and people use it that truly matters. The context within which content is created and shared, is essential for the impact of the content on conversion, interaction, reach, engagement and in the end sales.

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Categories Just my two cents Tags content, conversations, conversion, email marketer, email marketing, engagement, interaction, interactive marketing, online marketing, outbound marketing, reach, sales, search engine marketing, social media, social sharing, Word-of-mouth marketing
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