How Strategic Content Converts to Email Subscriptions and Sales

When we talk about content marketing strategy, all the discussions of heroes, journeys, and maps can seem a bit esoteric.
What does it look like in real life? And how exactly does it relate to email marketing?
Content marketing is a broader discipline than email marketing, but your email list is the core focus. In fact, the primary purpose of content that is distributed in other ways (social, search, ads) is to begin the email relationship.
So, let me walk you through an imaginary campaign that takes you from a documented strategy to a working funnel. I’ll use my site Unemployable as the stage for this particular campaign.
Please note that the documented portions of the strategy below are much more abbreviated than you would do for yourself. It’s just an illustration that will help you better understand how a documented strategy translates into real-world digital marketing.
Let’s take a look.
Objective:
Why are we pursuing this?
The business objective is to sell StudioPress Sites to people who want to start a new website.
Who:
In the “who” phase, we identify a single persona that we’ll keep in mind as we craft content.
This particular campaign will focus on freelancers looking to slowly move away from serving clients by shifting to a product-based business model. Our persona is a freelance writer named Penny.
Penny was thrilled to break away from the corporate marcom world and start her own business. She still loves the independence and flexibility, but some days the stress of working with clients

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Quality Over Quantity: Repurpose Your Best Ideas and Distribute Them Far and Wide

I hate to be the one to break this to you, but …
Your audience does not need your ideas.
Sorry to disappoint you.
It’s true though.
Your audience is exposed to plenty of ideas. Everywhere they turn online and offline, they are bombarded with ideas. Ideas, ideas, ideas. Mostly filler and fluff.
Think about yourself. Do you need any more ideas to consume and consider?
No.
What you need are someone’s best ideas. And what your audience needs — in fact, all that your audience needs — are your best ideas.

The ideas that cut through the crap and clutter to make a difference
The ideas you’ve thought through, spent time with, and sculpted
The ideas that are closer to finished products than initial impressions

And you should invest more time distributing these premium ideas further and wider, in different ways and in different places. You shouldn’t simply hit Publish and then run to the next idea.
This way you can meet more of your current audience members where they are and you increase the likelihood of reaching potential audience members with your best work.
Let me show you an example of how I’m doing this on one of my sites …
It all starts with a blog post
Given my responsibilities here at Rainmaker Digital, and being a new dad, I don’t have a ton of extra capacity for side projects.
So when I do have an idea worth sharing over at The Assembly Call, I want to maximize the impact and distribution of that good

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It’s Pet Peeve Week on Copyblogger

Quick poll: When you hear the term thought leader, do your eyes roll or do your ears perk up? I’m on team eye roll, and I explained why in Monday’s post.
On Tuesday, the ever-elusive Robert Bruce shared the secret to writing compulsively readable copy. Like all of Robert’s secrets, this one is difficult … but it’s sound. Even better, it comes with a grumpy post image, which works best if you imagine it read in Robert’s famously velvety voice.
And on Wednesday, Stefanie Flaxman shared her favorite peeve: mistaking “viral” content for content that actually builds your business. Instead of chasing the viral butterfly, try out her eight useful moves for strategically building an audience.
On the podcast network, Sean Jackson and Jessica Frick shared some tips on pricing your goods and services. I gave some thoughts on putting more of a creative spark into your content (because boring content is a major peeve of mine). And the decidedly unemployable Sean D’Souza told Brian Clark how Sean manages to take three months of vacation … every year.
Hope you enjoy all the good stuff, and we’ll catch you next week!
— Sonia Simone
Chief Content Officer, Rainmaker Digital

Catch up on this week’s content

Why You Don’t Need to Be a Thought Leader
by Sonia Simone

How to Get Your Writing on the Road to Being Read and Spread
by Robert Bruce

8 Calls to Action that Initiate New Relationships with Customers and Collaborators
by Stefanie Flaxman

A Simple Framework for Pricing Digital

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