Email (Still) Rules, Assisting with Pivots, Oh…and Twitter…
It’s a new month, which means new TL;DR Integrated Content Marketing News.
Email (Still) Rules
Takeaway and Source:
"You own your email audience. You don’t have to worry about algorithms, social platforms throttling your reach, or paid ad placements. Meanwhile, less than 7% of content in the Facebook feed now comes from Facebook page content. Which channel sounds better? Once someone joins your email list by filling out your signup form, you’ve already spent the time and money to acquire them. Any purchases they make from your emails are a bonus for your business. That’s why email marketing makes, on average, $36 for every $1 you spend.”
We’ve said it before, and we’ll say it again, Email is a sleeper hit. Almost everyone forgets about it or is hesitant to engage with the platform mostly because they are hesitant to ‘bother’ their audience. Take it from the experts who wrote the article above: email works. It works really, really well. Your content/messaging attracted your audience to accept you into their inboxes, now it’s your turn to remind them of why you exist and what value you have to offer.
The Consultative Approach to Marketing Is Supposed to Support Pivots
Takeaway and Source:
“The most valuable aspect of content strategy is the introspection it requires. When planning a content strategy, businesses must take a deep dive into their own operations, asking questions that can reveal hidden flaws or golden nuggets of knowledge buried in the day-to-day of business life. By auditing the content they already have, businesses can build upon what works and throw out anything that's misaligned. By asking staff for their insights, businesses can better understand what resonates with their customers.”
I love this, I truly do. Marketing is merely communicating your position with your audience - it’s the outward reflection of the company, organization, or non-profit. Great marketing endeavors push and pull the organization to reflect on its own operations, strategic direction, and even challenge them to grow and change. After pivots are made internally, they are then seen externally. This is why it’s super-challenging for a third-party Marketing agency to be effective if they don’t approach from a consultative approach first. If their solution is the one they optimize for all the time (think Web, Paid Ads, Social Media Management), then as the organization pivots, the agency will be less and less effective over time. That’s why optimizing for listening, learning, and being an extension of a team will lead to a better outcome.
Oh Twitter…
Takeaway and Source:
“Elon Musk’s plans to make Twitter profitable face a fresh stumbling block as Microsoft has decided to drop the social media company from its advertising platform next week.
In an update posted yesterday (19 April), Microsoft said Smart Campaigns with Multi-platform will no longer support Twitter starting 25 April.
The move comes a little over two months since Musk decided to end free access to Twitter’s basic API and launch a paid version, which now costs a whopping $42,000 per month – pricing out nearly everyone according to Wired. The free service was used by organisations and researchers.”
This isn’t really ‘Integrated Content Marketing’ news, per se, but it is a continuation of the Twitter acquisition saga that’s brought a significant amount of turmoil, effecting our partners to the point where we think it’s better to sit this platform out and see what happens after the dumpster fire subsides. So it affects us…but not entirely. Either way, let’s all enjoy the show, see what happens with Twitter, and adjust our Social strategies along the way.
