​​Content Marketing Vs Email Marketing - How To Best Use Each For Your Business

By 

Darya Jandossova Troncoso

Published 

April 13, 2022

Table of Contents

If you have a business, you may be wondering which marketing strategy you should pursue.. With so many methods you can use, your mind is probably swimming with options. 

Content marketing and email marketing are two of the most effective strategies to meet your objectives. However, you’ll need to make sure you know what you’re doing before you jump in.

In this post, you’ll learn what content and email marketing are, advice for using them, and which one may be right for your business.

What Is Content Marketing?

Content marketing refers to developing, publishing, and distributing content that attracts and informs current and potential customers. 

Although the term was only coined in 1996, the origins of content marketing can be traced back to 300 years ago when Benjamin Franklin marketed his first printing business.

Things have come a long way since then! Now, innovations like data collection and analysis allow you to know your customers better than ever before.

The consistent use of this marketing strategy is a great way to nurture relationships with your audience. 

Types of Content Marketing

Blog Posts and Articles

Publishing blog posts is a great way to inform your audience and improve your SEO. 

It mostly consists of written, long-form content that matches the popular searches relevant to your audience. 

Image Source: Animalz

Reports, eBooks, And White Papers

Reports, eBooks, and white papers are a great type of content for brands who want to give more information about topics related to their business. 

This type of content is usually longer than blog posts and is typically downloadable.   

Podcasts

With over 30 million podcast episodes today, this type of content is a must-have. 

Audio-based content is very engaging and can be used to make your brand’s personality shine. 

Photos And Videos

A whopping 75 million people in the US watch videos every day. 

Videos and photos are extremely important, especially for your website and social media platforms. 

What Is Email Marketing? 

Email marketing refers to the use of email to promote products or services. 

It can also be used to incentivize loyal customers. Email marketing is considered a non-aggressive way to sell your products or educate your customers on the value of your offers. 

It also helps boost your audience’s engagement with your brand.

Types Of Email Marketing

Email Newsletters

Email newsletters are used to give your subscribers helpful information and tools. 

When sending out newsletters, make sure they add value to your customers’ lives. 

Acquisition Emails

The main purpose of acquisition emails is to turn the people who have consented to receive your emails into paying customers.

Each email you send should push your potential customer closer to making a purchase.   

Retention Emails

Retention emails are very useful in helping you keep all the customers you’ve won in the past. 

For example, you may send your customers an email requesting feedback on your product or service. 

This shows that you value your customers’ opinions. It’s also a great opportunity to learn more about them, so you can adjust your marketing to fit their needs.

Promotional Emails

If you want to increase sales, promotional emails are one of the most effective campaigns you can try. 

Promotional emails drive people to buy new services or products by using exclusive rewards and discounts.   

Image Source: Really Good Emails

Content Marketing vs Email Marketing: Which is Best For Your Business?

Now that you know what content marketing and email marketing are, you’re probably wondering which strategy is better.. 

However, which one works best will be different for each business.

Why Should You Use Content Marketing?

Content marketing is integral for anyone who wants to build their brand through the use of:

  • Audio
  • Video
  • Photo
  • Text

It eliminates the need for you to consistently sell products and services.. This means you can spend less on advertising. 

Your marketing team should use content to give customers the information they need in their customer experience journey. This could include:

  • Answers to questions
  • Content about your products
  • How-to’s
  • Reviews

For example, Avoma recently wrote a piece comparing Zoominfo and Lusha. The article compares the two sales intelligence products, breaking down each software in depth. 

Image Source: Avoma

This kind of in-depth content is useful for the reader. Better yet, the particular keyword has a high search volume and can potentially land new clients for Avoma’s product.

Content is essential in building a solid search engine optimization strategy. This is important if you want people to find you when they look up products online. 

Why Should You Use Email Marketing?

Email marketing is important because it helps you stay in contact with customers. 

Over 91 percent of consumers check their email at least once a day. It’s a great way to reach customers in real-time, especially on their mobile devices.

Also, people love engaging with emails. If you release thoughtfully-designed emails, it can improve your brand’s conversion rate better than other forms of marketing. 

Email marketing is also affordable, and it allows you to create unique buyer personas for personalized content.    

Content marketing vs. Email Marketing: What Is Your objective?

Keep in mind that your choice on whether to use one or both marketing strategies depends on your unique business objectives. 

Typically, content marketing is great if you want to expand your audience. On the other hand, email marketing is better for driving your existing customers to purchase products or services. 

For example, if you are selling water bottles, you can create an email marketing plan that offers an exclusive discount on your current customer’s next purchase. 

Meanwhile, creating and publishing content can establish your brand as an industry leader to potential customers. This could set your water bottles apart from the competition.

This is where both marketing types diverge. 

Email marketing does best in making relevant and highly-personalized pitches to audiences, while content marketing informs and targets audiences before they are ready to buy products or services. 

How To Create An Effective Content Marketing Strategy

You can’t simply put out lots of random content and expect to be successful.. Planning your content marketing strategy will ensure your message does not get lost. 

Follow these steps to create the best content marketing strategy for your brand.

Know Your Target Audience

When it comes to your content, you need to know who you’re creating it for. 

Once you know this, you will find out how your service and product can solve their unique problems.

Then you’ll know how to tailor your message to fit their needs. 

Set Goals

To help you stay on track with your content marketing strategy, you need to set goals. 

These goals should be specific and measurable. This is where Key Performance Indicators (KPIs) come into the picture. 

These will help you determine whether or not you’ve achieved your goals. Some of the most important content marketing metrics you can track include:

  • Content marketing ROI/ ROMI or Return on Marketing Investment (short term and long term)
  • Customer acquisition cost
  • Lead conversion rate
  • Customer lifetime value
  • Website traffic
  • Traffic to lead ratio
  • Landing page conversion rates
  • Social media traffic and conversion rates
  • Mobile traffic and conversion rates 

Know the Best Content Channels

Do you already know where your audience spends most of their time? 

If so, you are one step closer to acing your content marketing strategy. If you don’t know the answer, try examining data from your website.. 

Focus on a channel you’re sure will work instead of doing everything at once. When you know where your potential customers spend their time, increasing your reach will be much easier.. 

Decide Which Content Type You Want to Put Out

Most content forms can be repurposed into other types of content. 

For instance, if you do a live video on Instagram, you can also use it in a: 

  • TikTok
  • Blog article
  • Photo series

Make sure to prioritize visual content to drive more engagement. 

Start Creating

There’s a lot of work that goes into posting content on social media channels and your website. 

To create great content, follow these three steps:

  1. Try to see what type of content is already out there from your competitors. 
  2. Assess how you can build content that will add more value to your audience.
  3. Publish it and set a regular schedule for sharing your content.

Don’t Forget To Measure

Once you post your content, your job isn’t done yet! You still need to assess how successful your content marketing strategy is. 

Go back to your list of KPIs and see whether you’ve hit all your targets or not. By doing this, you can tweak and improve your strategy. 

Quick Tips to Keep in Mind When Creating Your Content Marketing Strategy

Keep the following tips in mind when creating your content marketing strategy:

  • Release in-depth content from time to time
  • Keep a consistent schedule
  • Only publish the best content
  • Repurpose old content but make sure it’s up to date
  • Don’t forget to use keywords
  • Use the power of social proof (for example: expert advice, celebrity endorsements, user recommendations)
  • Back up content with data
  • Be consistent with your brand voice
  • Use marketing analytics to your advantage

Steps To Create An Effective Email Marketing Strategy

Like content marketing, you can’t just start sending out lots of random emails and expect success with email marketing.

Follow these steps to create the best email marketing strategy for your brand.

Image source: MarketSplash

Build Your Email List

Without your email list, you won’t have leads that will see your offer. 

As much as you can, try to convert your social media and website visitors into email subscribers through:

  • Pop-ups
  • Incentives
  • Other creative techniques

Set Goals

Every marketing strategy must have clear goals. Email marketing KPIs will ensure that you can track your progress. 

Some of the metrics you should track include:

  • Conversion rates
  • Bounce rates
  • Click-through rates
  • List growth rates
  • Overall ROI
  • Email forwarding rates
  • Unsubscribe rate 

Use Tools

You have so many email marketing tools and email marketing platforms at your disposal. 

This can help you:

Plan Emails

Once you have everything set up, it’s time to get to work. 

Plan your email marketing campaign and consider the following factors:

  • Engaging email subject lines
  • Type of email you want to send out
  • Email frequency
  • Desired action from subscribers 

Once you have a plan, you can write your email copy. 

Email marketers recommend hooking the attention of your audience from the start. Keep it short and try not to pitch your offer too early. 

This is also your chance to personalize emails. According to email marketing statistics, personalized subject lines are 26 percent more likely to be opened by people. 

If you want to impress the audience, don’t forget to design your email well. Remember,a good email does not just contain text–it also includes visuals.

Make sure it looks good on different types of devices, including:

  • Mobile devices
  • Desktops
  • Tablets

Track It

After sending out your marketing emails, monitor the analytics and change your strategy based on the results. 

Use the KPIs from above as a guide. 

Quick Email Marketing Tips

Keep the following tips in mind when creating your email marketing strategy:

  • Always personalize
  • Segment your audience
  • Test your email marketing (for example: copy, buttons, design)
  • Figure out what different colors mean and use specific ones in your emails 
  • Automate your email marketing campaigns
  • Include links to your website and social media channels
  • Keep it short 

How To Use Email Marketing To Improve Your Content Marketing Strategy

Including email marketing in your content strategy is no easy feat, and this can only be successful if you know how to do it effectively. 

You have the potential to earn $36 for every $1 you spend on email marketing, and combining it with your content marketing can take your strategy to the next level.

It’s also an awesome way to remind people of what you can do to help their life without being too aggressive or pushy. 

Determine What Content To Include

You need to determine the content you want to include first. 

You only have a short period to capture the attention of your audience, so you have to get them in contact with content that is relevant to their needs and interests.

Segment Your Audience

You also need to segment your subscriber list. 

If you want to increase your impact with email marketing, segment your subscriber list by:

  • Age
  • Location
  • Interests
  • Behavior
  • Gender

In time, you can form more advanced segments and separate them into the type of content they like.  A content strategy that relies on segmented emails can deliver more than 760% revenue compared to traditional campaigns. 

Think of your email subscriber list as prime real estate for your potential sales. If these people like what they see in your marketing campaign, they will be more compelled to see your other content on various channels. 

Pros of combining email and content marketing

  • It’s affordable
  • It’s trackable
  • It’s great at building customer relationships
  • It helps with brand recognition
  • It’s customizable
  • It can bring customers to your social media channels and website
  • It can easily be forwarded to others

Cons of combining email and content marketing

  • Great content can be marked as spam
  • It can limit your creativity
  • It’s hard to stand out
  • The competition is fierce
  • Setting the tone and designing it can be hard
  • It’s easy for people to unsubscribe

Final Thoughts

Content marketing is focused mostly on content:

  • Creation
  • Publication
  • Distribution 

Meanwhile,  email marketing is solely focused on sending out personalized messages to your email list.

While email marketing and content marketing are two different things, they share an important link: both methods help brands build relationships with audiences.

Using one or both marketing strategies is the ultimate way to capture the attention of your target audience. Once you fully understand what both entail, you can integrate your email marketing into your content marketing. 

Using them in conjunction will maximize the potential of your marketing efforts. 

The secret to acing your content marketing and email marketing plans is to constantly monitor insights, keep up with trends, and find new ways to implement more efficient strategies.

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