To watch the webinar that goes along with these slides, go to http://email-marketing.pinpointe.com/how-to-create-craveable-marketing-content-lisa-mcewen Are you looking to acquire and retain customers but aren’t sure which marketing tactics can help achieve these goals? In this deck, you'll see the ways to create and use awesome content that subscribers crave, along with: - Types of content to create - Writing tricks that encourage customers to act - Effective ways to distribute content via email and social - Plus more +++ From creating blog articles to emailing retention-focused messages, this deck will give you the inspiration you need to boost business with great content.

1. www.pinpointe.com
Featured Speaker
Lisa Furgison McEwen

2. S
A Leader in Business-to-Business Email Marketing
Brought to you by
Pinpointe
800-920-7227 | www.pinpointe.com

3. S
Content Creator and Email Marketing Specialist
McEwen's Media
mcewensmedia@gmail.com
Twitter: @lfurgison | mcewensmedia.com
Featured Speaker
Lisa Furgison McEwen
800-920-7227 | www.pinpointe.com

4. Today’s Agenda
S Content defined
S Why content is king
S Types of content that you can create
S Writing tips to create craveable content
S How to distribute content via email and social – with examples
S Writing tips to create craveable emails
S Questions

5. Content: Defined
S When we say “create content” – what does that mean?
S Creating content – like blog posts, infographics, or videos –
that customers find valuable and using them to attract and
retain customers. Also called content marketing.
S Distribute that content via email to drive brand awareness,
educate consumers and drive sales.

6. Why content is king
S Drive traffic and conversions to your website
S Links to content send customers to your website
S Conversion rates are nearly six times higher for those using
content compared to those that don’t
S Become a resource for customers
S Customers seek you out for information – builds trust

7. Why content is king
S Affordable
S Creating content takes time, but research shows it’s 62%
cheaper than other marketing options
S Customers crave content
S 80% of consumers want to learn about a business through
content, but want to do it on their own time
S Content is highly shareable
S Customers do the marketing for you on social

8. Types of content
ALL CONTENT SHOULD BE RELEVANT TO YOUR
BUSINESS.
S Numbered Lists
S Create lists that offer tips or tricks
S Business: Photography studio
S Top 10 Photography Tips for Amateurs
S Business: Storage company
S 5 Tricks to Unclutter Your Closet

9. Types of content
S How-to articles
S Explain to customers how to do something, may offer step-by-
step instructions or at least specific directions
S Business: Online education
S How to evaluate an online course
S Business: Graphic design
S How to find the best graphic designer to fit your budget

10. Types of content
S Product or brand education
S Teach consumers specifics about your product or brand
S Business: Specialty pet store
S What you should know to care for pets with allergies
S Business: Kitchen supply company
S How to clean Corelle dishes
S Business: Cause-based shoe store (think Tom’s)
S Why we help kids in need

11. Types of content
S Infographics
S a visual story
S 90% of
information
transmitted to the
brain is visual
S DIY sites: Canva,
Piktochart

12. Writing Tips To Create
Craveable Content
S Valuable information
S Don’t sell a product – solve a problem
S Conversational tone
S Keeps readers engaged
S Write timely content (Holidays, seasons, national events, etc.)

13. Writing Tips To Create
Craveable Content
S Make content long enough to accomplish a takeaway for the
reader
S Links to other internal content or website pages
S Keep customers engaged by adding hyperlinked text where it
makes sense
S Add a touch of sales copy that promotes your business at
the end with a call to action

14. Where content lives
S Once content is created, where do you put it?
S Blog
S Website
S LinkedIn Publishing Platform
S Put it directly into an email

15. Distribution via email
S New content email
S When new article is
published, let
subscribers know by
sending an email
S Provide “teaser” or
description of
content
S Clear call to action
button

16. Distribution via email
S Newsletter
S Collection of several articles
S Tease each one and provide separate links
or calls to action
S Add images

17. Distribution via email
S Put text right in an email
S Entire piece of content goes
in an email
S Add call to action

18. Distribution via email
S Tease an infographic
S Give customers a quick look at a
recently made infographic
S Explain what it highlights
S Add call to action

19. Distribution on social
S Don’t forget to promote your content on your social
channels too
S Just like with email, give fans a teaser or brief description of
the article and the link
S Or pull a statistic or fun fact from the article and use that to
entice fans to read it
S Encourage fans to comment and share it

20. Writing Tips to Create
Craveable Emails
S Spend time on your subject line
S Tease content – don’t use words like “newsletter” or “article”
S Focus on the fact that it’s new, fresh content
S Use urgent language
S Get subscribers to read content as soon as they open the email –
use words or phrases like “now” “read it today”

21. Writing Tips to Create
Craveable Emails
S Call to action wording – short – two to three words inside
button
S Don’t get wordy – be concise
S Proofread it – use tools – Grammarly or PolishMyWriting

22. S
Questions
Ask Lisa…
Content Creator and Email Marketing Specialist
McEwen's Media
mcewensmedia@gmail.com
Twitter: @lfurgison | https://mcewensmedia.com/
800-920-7227 | www.pinpointe.com

23. S
We Thank
You
We appreciate you taking the time to watch this today!
800-920-7227 | www.pinpointe.com

24. S
Check Out Our Blog
www.pinpointe.com/blog
Get more great marketing content.

25. S
Follow
for marketing tips & info
@pinpointe
www.facebook.com/Pinpointe
www.linkedin.com/company/pinpointe
Pinpointe
800-920-7227 | www.pinpointe.com