The Content Distribution Channel You Never Thought Of

June 6, 2022

Marketers work hard to create high-value content that they hope will drive engagement and convince readers to pull the trigger on a purchase, subscribe to an email list, or opt to learn more.

But more often than not, content published to a blog page and promoted on social media only has a 24 hour lifespan before beginning to collect dust in a forgotten corner of the internet. Once people see it, it’s likely that they’ll never see it again.

Not unless you do something about it, that is.

Balance creation AND distribution

Because many organizations - and marketing departments - prioritize creation over distribution, much of their hard work falls flat or goes unnoticed after hitting ‘publish.’ This is somewhat understandable, especially since display ads can be so pricey and inconsistent, but it isn’t beneficial to the organization to churn out great content that practically dies upon posting. 

The answer to this oh-so-common problem is to find a balance of creation and distribution that allows great work to get great results.

By seeking out effective, low-cost distribution channels and incorporating a touch of strategic messaging into each piece, marketers can ensure that their work sees engagement and doesn’t disappear into the black hole of unsupported content. 

Extend content shelf life with everyday email

According to the Radicati Group, the average employee sends 40 emails per day. If you multiply that number by the 261 working days in a calendar year, you’ll learn that the average employee sends 10,440 emails each year. In a 100-person organization, that’s roughly 1 million impressions on a yearly basis. So, what if you could use these impressions to promote your content in a subtle-yet-effective way? 

Launching ad campaigns withing your teams email signatures allow you to incorporate your latest content and campaigns throughout the messages your organization is already sending to existing contacts, leads, vendors, and beyond.

This is a prime example of the compounding power of your team’s email outreach, resulting in more eyes on your content, more engagement, and in the end, more sales. 

How to incorporate content into email ad campaigns

You might be wondering how the pros are able to sneak blog content and other value-add pieces - like white papers, videos, and more - into their emails without being, well, awkward. You can’t exactly slip a content link into casual conversation, client updates, or weekly report data without seeming overly salesy. 

Enter: email ad banners and employee email signatures. 

Email Ad Campaign

These are two of the most lucrative, impactful channels that you can leverage to share your content with contacts in a way that doesn’t feel pushy, awkward, or off topic.

Based off of our customers stats, you can expect to get between 3-7% CTR on email ad campaigns.  

Allow us to paint you a picture of email ad campaigns in action

Let’s say you’re a marketing coordinator at a tech company, and you’re emailing a vendor contact or client with questions about a report. It’s likely that because the message is coming from you - a connection who they know, trust, and value - they’re going to be intrigued and interested when a display ad highlighting a free whitepaper download (or engaging video case study, relevant blog post, etc.) catches their eye. 

So instead of reading your email, hitting reply, and moving on with their day, they might take a moment to click on that subtle ad banner that showcases your latest and greatest piece of content (or collection of content pieces). 

Sounds ideal, doesn’t it? Getting your best content in front of more ideal buyers is a pricey problem of the past, but it  doesn’t have to come with a hefty price tag, overcomplicated implementation instructions, or heavy lifting for employees.

You Already Have Your Audience’s Attention

While the rest of the world might want to steal it, you already have it, and it’s up to you to make the most of it. 

The best thing about utilizing employee email as a marketing channel for your organization’s content is that it involves existing connections who are already interested in what you offer and what you have to say. They’ve agreed to let you show up in their inbox and are likely to open and read your messages when you do - not every brand can say the same. 

You’re a trusted source of information in your industry, and by providing valuable insights to interested connections through engaging content, you’re putting the cherry on top of a great marketing strategy. 

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