Email marketing is still one of the largest distribution and engagement channels for content marketing efforts with more How to Improve Content than half of marketers sharing content How to Improve Content through email newsletters, according to CMI. Like all of content marketing, the challenges of successful email marketing campaigns center on getting How to Improve Content audience attention in a busy and crowded space.
Improved Open Rates and Click Rates How to Improve
Email campaigns, no matter how well planned, won’t be successful if the intended audiences never read your content. Getting audiences to engage in email buy telemarketing data marketing messages means that we must overcome the first barrier to engagement, opening the email. Once we’ve cleared that first hurdle, our next challenge is to provide compelling content within the email to encourage continued participation and click throughs to other content or forms.
Successful email campaigns have two things in common, they have compelling subject lines and they are written to address the needs of the audience. To stay relevant and improve your email open rates and click rates, create subject lines and email content based on the words and phrases your audiences are already using when they search for answers to their questions and challenges online.
Here are five ways you can improve your email campaigns by using search data to write subject lines and emails that compel your audiences to open and click.
Subject lines that compel audiences to open emails How to
Subject lines are the key to improving open rates. If you’re like me, you’re constantly looking for the magical formula that will help create the perfect subject line every time. While there is no magic wand, there are resources at our fingertips that can help us to capture the attention of our target audiences through email.
If you’re looking for fresh ground to plant your email seeds, try using a keyword discovery tool to find the keywords your audience already associates with your brand and industry. Knowing the topics your audience is searching for, but that you haven’t capitalized on yet, will give you a way to freshen up your email subject lines and audience members who haven’t opened your emails yet or don’t open them regularly.
Of course, once someone has opened an email, you want to follow-up with the content you promised and provide interesting and helpful information. Using keyword discovery, you’ll not only have a new list of ideas for email subject lines, you’ll also have a list of topics for blog posts, videos, eBooks, or whatever medium you’re using to effectively engage your audiences.
If you have topics that drive visitors to your website and create conversions, capitalize on the keywords associated with those searches and use them in your subject lines and in the body of your email copy. Using keyword ranking data, you can identify which of your keywords appear in the top spot. Set your timeline filter at the monthly view to see what’s been popular for the last 30 days.
Keyword ranking distribution for marketing dashboard
Engage audiences topics already How to Improve Content
Once you’ve identified your top performing keywords, use what’s already working for you to engage your email audiences. You can use keyword tracking to further qualify your best keywords for subject lines and email copy by looking at the content audiences are engaging with once they find you through search.
Determine which of your highest-ranking keywords to use in subject lines and email copy by comparing:
Corresponding content to keyword or key phrase.
Number of times the keyword was searched in the last 30 days.
How many visits a specific keyword generated.
Number of conversions for that keyword on your site.
#3 Use content insights to create interest
What blog posts or pages on your website are getting the most views? Use your content insights to capture the topics your audiences are already engaging with and use the associated keywords for email subject lines. If audiences are reading content on your website, chances are they’ll open emails that address those same topics.
social engagement data for marketers Your email. Subject lines can capitalize on topics that are most popular right now by using your social engagement data. When you know what content is being shared on your social channels, you can find the keywords. And topics that audiences are interested in today. Use your social engagement data to track what. Content is being shared and what questions are being asked and answered on your social channels and by your most. Popular content. Then, use the questions and comments being used by your audiences to craft subject lines that mirror the language they’re using now. Keep your emails up to date and addressing current trends by using your social engagement data to inform email campaign messages.
Knowing which blog posts and
landing pages are most popular among your social audiences will also help you to decide what links to include in your emails
Repeat the same process for the remaining groups, and you’re ready to start comparing locations, audiences, competitors and more. We’ll dive into that process in the second article of this series.
The investigation into your data
The more clearly you understand how the content . And keywords around specific features perform in specific locations, the more accurately you. Can target your campaigns, and beat out the competition in each market. That’s exactly the kind of analysis that Ginza Metrics does best.
In the first article of this two-part series, we explored the power of groups in Ginza Metrics.
Do the plethora of analytics and content. Marketing tools make it easier or harder for marketers to prove ROI on their efforts? According to the latest data and survey results, the majority of marketers are still struggling to show. Bottom line results for. Content marketing initiatives and many are struggling to show results that convince executives to approve. Budgets for new initiatives. At this point, the problem isn’t so much the lack of available data as it is. The ability of marketers to consistently get actionable and shareable information out of all the data that’s available.
The problem with too much data
Too many marketers are tasked with diving into. Lots of large platforms to cobble together charts and graphs and piece together data points to prepare. Reports that may or may not truly inform their future strategic decisions. The entire process is time. Consuming what is fleet maintenance and leaves us scrambling at the end of every month or quarter, taking away time we. Could be using to actually implement the strategic plans we’ve already developed.
Instead of viewing reports as a necessary evil to. Appease the executive suite, marketers can begin to see reporting as a way to get the insights they. Need quickly .And easily to inform their day-to-day and long-term decisions. Access to automated reporting takes the. Scramble out of the end of the month, allowing marketers to easily share necessary data while. Spending their time on the important work of executing marketing initiatives.
Custom dashboards for individual views
Notifications for site and competitor changes
Most marketers don’t have time to take. Deep dive into their site and content data on a daily basis, even if their analytics and marketing tools. Provide daily crawl data. Marketers can be alerted to. Changes in keyword and. Content rank and competitor rank by setting up notification reports.
Alert you to the changes you care about, including:
Large changes in rank for keywords and content.
Changes to competitor content rankings.
Newly discovered competitors and keywords.
The key to creating effective content that engages audiences lies in. Answering audience questions using the language they’re using in search. Direction in new content creation on a daily basis, there are many ways you can use. Keyword and content ranking data to improve ranking and engage your audiences.
Daily keyword and content ranking notification allow you to.
The search engine results pages have changed and the new layout has content marketers concerned. Although pages have reduced the number of ads from eleven to seven per page, more ads are showing up at the top of the page along with shopping results, knowledge graphs, videos, and images. In some cases, top ranking organic results are showing up at the bottom of the page or even on page two.
What do content marketers need to do to aero leads adjust to the new layout and improve or at least sustain content ranking? The answer is three-fold. First, you need to understand the changes to the SERPs and how the layout is continuing to evolve. Second, you need to know what else is on the page with your content and how that impacts your efforts and third, you need a strategy to respond.
The state of the SERPs
There have been a lot of changes in the look of the Search Engine Results Pages (SERPs) in the last few months. Most notably, Google has changed it’s advertising layout for desktop devices in several ways:
Removed ads in the right hand column
Reduced number of total ads on the page from 11 to 7
Increased ads on top from 4 to 3
Still includes 3 ads at the bottom
The new changes in the SERP layout for desktop is another indication of Google’s commitment and focus on the mobile market and mirrors the desktop experience for search results to the layout for mobile devices. In addition to the changes in paid advertising layout, Google has continued to work on providing the best user experience possible by including other helpful results at the top of the page.
Other search query results may include:
Knowledge graph
Rich snippets or answer box
Video results
Images
Shopping results
Local pack
News
The impact that these other types of results have on your brand depends on where your audience is coming from by device and how many of these other types of results are showing up for your targeted keywords and with your organic content.
Just when we were getting used to the new layout, it looks like things may be changing again. Keep your eye out for some changes that seem to be taking advantage of the new room at the right hand side. Because there’s more room, marketers may. Have an opportunity to further optimize content to include more detailed titles and descriptions.
Some changes that have been noted include:
Length of titles have been lengthened from.
Meta descriptions have increased by 100 characters per line.
A word of caution: don’t start making. Changes to your SEO just yet, we’ll keep an. Eye on the changes and let you know when it looks like they’re. Permanent (or as permanent as anything in the world of search engines can be.
