47% of marketers report that email generates the most ROI for their organizations – so if you’re looking to convert more leads, it’s important to fuel your email strategy using content that effectively addresses and answers your leads’ questions and concerns.

1. How to Use Content Marketing
to Fuel Your Email Marketing
Presented by Influence & Co.

2. About Us
Natalie Stezovsky:
VP at Influence & Co.
influenceandco.com
Tweet: @nstezovsky Influence & Co. is a content marketing
agency that combines a talented team of
content marketing experts with more than
1,000 online publication relationships and
innovative software to help companies
strategize, create, and publish content that
meets its goals.
I enjoy riding horses, developing content, and
helping entrepreneurs creatively achieve
success. My love of coffee helps fuel my
passions for continuing education and
technology.

3. In this webinar, we’ll discuss the various ways
you can use content to fuel your email
marketing strategy, including:
• The power of personalization.
• How to put together drip campaigns.
• How to stay top of mind with weekly
newsletters.
• How to save time with automation.
Why We’re Here

4. The Power of Personalization

5. STAGE OF THE BUYER'S JOURNEY EFFECTIVE CONTENT ELEMENTS
1. Currently Untroubled or Unaware
Traditional advertising: guest-contributed articles, blog
content, general subject matter, e-books, whitepapers
2. Interest Established in Company
Email, general long-form content, on-site content,
blog posts, email newsletter
3. Problem Acknowledged Risk assessments, webinars, seminars, email follow-ups
4. Searching for Solutions
Solution sheets, in-depth whitepapers and e-books,
email or drip campaigns
5. Evaluating Solutions
Product or service demos, customer testimonials,
case studies, emails
6. Becoming a Customer
Same as above: product or service demos, customer
testimonials, case studies, emails
The Buyer's Journey

6. • Needs
• Motivations
• Pain points
Understand Your Audience’s:

7. Segment Your Audience Into:
Leads
Marketing
Qualified

8. The Anatomy
of a
Marketing Persona

9. How to Put Together a Drip
Campaign

10. • Nurture
• Stay top of mind
• Educate
Drip Campaign Goals
• Convert
• Collect more information

11. • Tailor content to their stage in the buyer’s journey
• Top of the funnel
• Educational; answer questions
• Middle of the funnel
• More tactical; start showing them solutions to their
problems
• Bottom of the funnel
• Start being more promotional; show why you’re the
best solution to their problems
Select the Right Content to Send

12. #2 USE
CONTENT TO
NURTURE
LEADS DOWN
THE FUNNEL.
Hey Natalie,
You’re driving down the road in you new Lamborghini, excited to
show off your ride to an eager group of car junkies. As you’re
cruising along, in awe of its features, that all-too-familiar feeling that
you’re forgetting something starts to creep up.
As your car slows down, you realize you’ve overlooked a vital stage:
fueling up!
Let’s bring it back to reality for a moment…
Your fantastic content is your Lamborghini, and if you want to reach
your eager prospects, you need the right fuel.
We want to share an article, “3 Types of Content That Will Fuel Your
Inbound Marketing Efforts,” because without the right fuel, your
inbound strategy will most certainly sputter out.
Select the Right Content to Send, Cont.

13. Select the Right Content to Send, Cont.

14. Select the Right Content to Send, Cont.

15. • Email signatures
• An “As Seen In” page on your company website
• A resource library on your site
• Think beyond email
Think of More Creative Ways to Share Your Content

16. Stay Top of Mind With a Weekly
Newsletter

17. • Create an editorial calendar with topics you’d like to discuss.
• Decide which internal experts should author those posts.
• Implement a knowledge extraction process to get everything you need to put the piece together.
• Document your strategy and content creation process so you can stick to it.
Blog Content

18. • Make a list of the publications you’d like to target.
• Decide who your company’s subject matter expert (or “thought leader”) should be.
• Implement a knowledge extraction process to get everything you need to put the piece together.
• Adhere to publication guidelines to ensure your post fits with what online editors are looking for.
Guest-Contributed Content

19. Make It Easy to Subscribe

21. How to Save Time With Automation

22. Select the right automation platform by asking yourself:
• How easy is it to integrate this software into my organization?
• What kind of support and training is included? For how long?
• What effort is required to maximize adoption in my organization?
• Will we have a dedicated account rep available to us? For how long?
• How are current customers utilizing the platform’s full functionality?
Select the Right Marketing Automation Tool

23. • Set up a free consultation to talk more about your content marketing
strategy. As a bonus, we’re offering $500 off your first month if you do sign
on to be a client.
• Download the publication quiz to get a feel for which niche publications
might be a fit for your strategy.
• Use an editorial calendar template to make planning your content easier.
• Visit offers.influenceandco.com/emma to for more info.
Resources

24. Questions?