Email marketers have largely missed out on the opportunities presented by content marketing. Here are five ways to build a successful marriage between email and content.
Content marketing has been and continues to be hot. On average, marketers spend more than one-quarter of their marketing budget on content marketing, according to B2B Marketing Insider. Many digital marketers who are responsible for email, search, or more traditional return on investment (ROI)-focused digital programs have often viewed content marketing as fluffy or not even marketing but just words to help fill the page. But that perception is changing, and this Huffington Post and Leo Burnett announcement demonstrates that content and commerce are married - whether it is a shotgun wedding or a perfect match.
Email marketers have largely missed this big opportunity to engage with content marketing, but it is not hard to see the potentially symbiotic relationship between the two. Let's look at five ways to leverage these dual threats.