How one can Repurpose Content material For Your Electronic mail Advertising and marketing Campaigns

Repurposing content material on your e mail advertising and marketing campaigns is just about precisely what it seems like. You’re taking a weblog put up, or Instagram story, or every other advertising and marketing materials, and also you repackage it into an e mail to ship to your prospects and subscribers as a part of your e mail advertising and marketing technique.

What are the advantages?

Why spend extra money and time producing new content material when you should utilize present content material in new and fascinating methods? By doing so, you scale back the quantity of time and money spent on producing content material.

You reuse completely good content material, and also you recycle (or maybe upcycle) that content material by repackaging it into a brand new format. You need to preserve your model’s digital expertise partaking with out being overwhelming. Marie Kondo that stuff.

As a substitute of attempting to repeatedly discover snappy, new, attention-grabbing content material, you’re taking the extra mindfulness-based strategy of savoring the (advertising and marketing) second.

Maximize on the work you’ve already carried out relatively than attempting to recreate the wheel. You’ve constructed a extremely good wheel, you’re allowed to maintain utilizing it. When that wheel wears out, use it as a plant pot (metaphorically talking). Hold observe of your advertising and marketing outcomes and work out when that wheel must be modified.

You’ll save loads of vitality and energy when you use the instruments you have already got, and the most effective half is that your prospects will recognize it—additionally they get fatigued from too many new issues.

Now let’s check out the right way to do it.

Make a plan


The very first thing you need to do is create an e mail advertising and marketing plan. What’s your purpose? Do you need to make extra gross sales? Generate extra visits to your web site? Attain a bigger viewers?

Determining what your foremost purpose is can be essential in clarifying precisely what you need your emails to comprise (and who to ship them to).

As a part of your plan, you additionally have to make particular sub-goals, and work out the place your e mail advertising and marketing marketing campaign lies throughout the context of your total advertising and marketing technique. For instance, recycling your content material as a part of a SaaS retargeting technique.

Slim down your viewers

Secondly, you need to work out who you’re concentrating on with these emails. Is it individuals who have purchased merchandise from you earlier than? Individuals who have entered a contest? Individuals who subscribe to your podcast or weblog? You need to slim down your viewers for one massive purpose: You need to keep away from spamming folks.

Spamming folks may result in subscibers hitting the “unsubscribe” button, which you’ll largely keep away from by hyper-targeting your viewers. This implies solely sending related materials to the related viewers. Extra isn’t at all times higher. Having a superb personalization technique is essential.


Get your content material down

Cut back, Reuse, Recycle. This mode of working doesn’t simply apply to cardboard and plastic. It’s completely integral to a sustainable advertising and marketing technique. Repeatedly churning out model new content material isn’t sustainable on any entrance. Whereas it may appear perfect, the entire ‘new is at all times higher’ ethos of yesteryear is nicely and really out.

Your content material inspiration can come from actually anyplace. You possibly can embrace some nice evaluations from prospects, a podcast snippet hyperlink, {a photograph} uploaded by a consumer, a contest, a giveaway—the sky’s the restrict!

Consumer-generated content material (e.g. pictures or movies uploaded to social media which your enterprise is tagged in) could be actually partaking and act as genuine and private promoting. Supplied you may have the best permissions, you possibly can reshare this content material as a part of your advertising and marketing technique.

When you have a hashtag you need to get trending, peddling that in your emails may very well be a great way to maintain the momentum going. Cloud RPA is a method that will help you analyze your information and work out which route to go in along with your advertising and marketing—what’s working and what’s a dud?

With some good graphics, you possibly can share information and statistics along with your viewers in a customer-friendly, eye-catching manner. You possibly can additionally take a nonetheless from a video and use that to make an e-poster or banner.

You may additionally get some inspiration by contemplating the ideas of enterprise search advertising and marketing: experience, authoritativeness, and trustworthiness (or EAT). The hot button is to give attention to high-quality, helpful, and related content material, which is simple to learn.

Maximizing your social media sources is a good way to go. You possibly can see your hottest posts on Instagram, you’ll be able to even create polls and straight ask your viewers what they need to see from you. Participating along with your viewers on this manner after which recalling that data in emails reveals that your enterprise is attentive and takes its prospects’ opinions on board.

Hold it easy

It’s good to have easy processes in place and systemise your enterprise to create seamless continuity throughout your completely different communication platforms when repurposing your content material on your e mail advertising and marketing campaigns; your emails and your web site ought to look and feel cohesive.

The messages you are attempting to place throughout also needs to stay easy and coherent in consequence. And why does this matter? Properly, less complicated messages could be simpler to recollect in our hectic fashionable lives. They create extra simple associations.

Because of this, this helps in establishing your model’s story or narrative. You should use the most effective whiteboard app to collaborate with colleagues throughout your group to drag your advertising and marketing methods collectively.

Your model’s narrative is dependent upon familiarity; maintaining your messaging and elegance throughout completely different platforms constant will create that familiarity and make it simpler on your prospects to recollect who you’re and what you signify.


Fastidiously repurposing your content material in your emails additionally helps your prospects keep in mind that you and your companies exist, so in the event that they made a psychological observe to take a look at your service earlier that week, that is their little pop-up reminder that might lead them again to you.

So mainly, you need to preserve your content material easy.

So to sum up…

Don’t let that stunning pun from final month’s social media marketing campaign go to waste or neglect your trending hashtag. Trip that pony into the sundown and benefit from the sustainable fruits of your labor for an extended stretch.


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