Repurposing content for your email marketing campaigns is fairly self-explanatory. You repurpose a blog post, an Instagram story, or any other type of marketing material into an email to send to your customers and subscribers as part of your email marketing strategy.
What are the benefits?
Why spend additional time and money creating new content when you can repurpose existing content? This way, you can save money and time on content creation.
You recycle (or perhaps upcycle) perfectly good content by repackaging it in a new format. You want to ensure that your brand’s digital experience is both engaging and manageable.
Rather than constantly searching for snappy, new, attention-grabbing content, you opt for a more mindful approach of savoring the (marketing) moment.
Make the most of the work you’ve already accomplished rather than attempting to reinvent the wheel. You’ve created an excellent wheel; you may continue to use it. When that wheel becomes unusable, repurpose it as a plant pot (metaphorically speaking). Monitor your marketing results and determine when the wheel needs to be replaced.
Utilize the tools you already own to save time and effort, and the best part is that your customers will appreciate it—they, too, become fatigued by too many new things.
Now, let’s look at how to accomplish this.
Make a plan
The first step is to develop an email marketing strategy. What is your objective? Do you wish to increase your sales? Increase the number of visitors to your website? Increase your audience?
Determining your primary objective is critical for defining precisely what you want your emails to contain (and who to send them to).
In addition, as part of your plan, you should establish specific sub-goals and determine how your email marketing campaign fits into the larger context of your marketing strategy.
Narrow down your audience
Second, you’ll want to determine who you’re emailing. Is it customers who have previously purchased from you? Individuals who have entered a contest? Who listens to your podcast or reads your blog? You want to limit your audience for one very important reason: to avoid spamming people.
Spamming subscribers may result in them clicking the “unsubscribe” button, which you can avoid largely by hyper-targeting your audience. This entails sending only pertinent information to the appropriate audience. Not always is better. Having an effective personalization strategy is critical.
Prepare your content
Conserve, Reuse, and Recycle. This method of operation is not limited to cardboard and plastic. It is critical to a long-term marketing strategy. Continuously producing new content is unsustainable on any level. While this may seem ideal, the ethos of yesteryear’s ‘new is always better’ is long gone.
Inspiration for your content can come from literally anywhere. You could include some fantastic customer reviews, a link to a podcast snippet, a photograph uploaded by a user, a competition, or a giveaway—the possibilities are endless!
User-generated content (e.g., photos or videos uploaded to social media that include your business) can be extremely engaging and serve as an authentic and personal form of advertising. You may reshare this content as part of your marketing strategy if you have the appropriate permissions.
If you’re trying to get a hashtag trending, peddling it in your emails may be a good way to maintain momentum. Cloud RPA is one way to assist you in analyzing your data and determining which marketing direction to take—what works and what doesn’t?
With some attractive graphics, you can communicate data and statistics to your audience in a way that is both customer-friendly and eye-catching. Additionally, you could use a still from a video to create an e-poster or banner.
Additionally, you may find inspiration by considering the enterprise search marketing principles of expertise, authoritativeness, and trustworthiness (or EAT). The trick is to concentrate on high-quality, valuable, and relevant content that is also easily readable.
Getting the most out of your social media resources is a great strategy. On Instagram, you can view your most popular posts and even create polls to ask your audience what they want to see from you. Engaging your audience in this manner and then recalling that information via email demonstrates that your business is attentive and values its customers’ feedback.
When repurposing your content for email marketing campaigns, you need to have simple processes in place and systematize your business to ensure seamless continuity across your various communication platforms; your emails and website should feel and look consistent.
As a result, the messages you are attempting to convey should also remain simple and coherent. And why is this significant? In our hectic modern lives, simpler messages may be easier to remember. They facilitate the formation of more straightforward associations.
As a result, this contributes to the development of your brand’s story or narrative. Utilize the best whiteboard app to collaborate with colleagues across your organization on marketing strategies.
Your brand’s narrative is dependent on familiarity; by maintaining consistency in your messaging and style across multiple platforms, you can foster that familiarity and make it easier for your customers to remember who you are and what you stand for.
Carefully repurposing your content in your emails also helps your customers remember you and your services; for example, if they made a mental note earlier that week to check out your service, this is their little pop-up reminder to do so.
Thus, you want to keep your content as simple as possible.
Don’t throw away that clever pun from last month’s social media campaign or ignore your trending hashtag. Ride that pony into the sunset and prolong your enjoyment of the sustainable fruits of your labor.