Email and Content Marketing: Solving the Chicken & Egg Conundrum

Great, engaging email marketing, requires relevant content – relevant in the eyes of your leads.  But developing that content is one of the biggest hurdles that entrepreneurs and small businesses have yet to tackle effectively.

In this blog post, I will reveal three tips to get you over that hurdle with content marketing and moving down the engagement highway with your leads.

  1. Three minutes.
  2. The power of One.
  3. The four cycle secret.

What came first? The Chicken or the Egg?

What comes first? Email Or Content?  You might say, “Neither!”… You might think it’s the list – your list comes first! Because then email marketing can begin.

Most entrepreneurs & small businesses put together an Attractor (aka Lead Magnet) – Content that their perfect potential customer wants, and wants badly enough to give up their name and email to acquire.  This is essential to growing a list of your perfect potential customers.

And that is the beginning of engagement. But without regular email marketing, combined with social media touches, lead engagement DIES.”  And with that, most of your growth and revenue problems begin.

Solving this is key to growing a thriving business.  And this is something that is not easy to outsource. Because it’s your brand, your expertise, your voice, that makes up your difference.

I want your business to not just survive, but thrive. I want you to make the difference in your market that you set out to make.  And that’s what you want too!

Most of us are not copywriters.  Most of us aren’t trained storytellers either. The good news is, you don’t have to be to succeed with content!

There are three key tips, that you can start implementing TODAY, to change the game around engaging your leads:

Number 1: Three minutes

Three minutes speaking into a voice recorder is about 800 words.  That’s enough for a blog post.  Using this strategy means you’ll never look at an empty document again trying to write a blog post.

Here’s how you do this:

  1.  Install the Rev App on your phone. (Go to Rev.com to set up your account).  Rev is a transcription service.  I like them because they produce transcriptions that are nearly perfect – less work! And it’s not going to break the bank for a 3-minute audio.  It’s between $1-2 per minute.  There is also Otter.ai which will transcribe in real time if you’re connected to the internet, but it’s not almost perfect, and you’ll need to spend time editing – which will slow you down, and you won’t get it done, and that will kill your momentum. That’s why I recommend Rev.
  2. Put a 30 minute slot on your calendar every week. For your blog speaking (notice I didn’t say writing!).
  3. Use a notepad, or Evernote (I love Evernote), and make quick notes as you notice issues or challenges that your perfect potential customer experiences that you can make a difference with. These are your post topics. As you work with clients, or talk with clients or potential clients, or are doing research on your market, you want to have a place where you can jot down your ideas quickly.
  4. During your 30-minute appointment with yourself each week, you want to pick 3 ideas from your notepad (see step above), open your Rev app, and speak about each topic (each one its one recording), for three minutes each.  (This should take 15 min of your 30 min appointment).
  5. Send them for transcription by Rev. Your transcript will be ready for download in 24 hours.
  6. Download the transcripts from the week before. Login to your blog and create three blog posts by copying & pasting into your blog. Schedule your posts to publish one per week – you’ll be building up a huge buffer of posts! (This should only take 15 minutes – if you only get one blog posted of the three, that’s ok – you only need one new post each week).

Now you can establish your Heartbeat sequence, that sends each week and keeps you top of mind and relevant with your leads.  (We teach how to assemble a Heartbeat sequence in our Email Expert Academy program – where we also show you how to assemble an email engagement system for your business).

Number 2: The power of ONE

Each post, and each email, you only want to focus on ONE thing.  You don’t have to boil the ocean. You just need to move people an INCH in the direction they want/need to go.  That’s why I only want you to record three minutes. Otherwise you’ll go on for twenty, thirty, or an hour, lol.

Always have ONE call to action – ONE thing you want people to do when they engage.  This will also help your email deliverability to the inbox… but I digress…  The best way to think about it is to ask yourself:  If people engage with this content, what is the ONE THING that I want them to do?  What is the ONE THING that your leads will want to know, explore, or easily move forward with?

And now, Number 3: The 4-Cycle Secret

Maybe I should have said Engine, instead of secret… but since done is better than perfect, here’s what you now have – after implementing The Power of Three:

3 blog posts each week (publishing 1 per week, means that after only 18 weeks, or about four and a half months, you’ll have posts for a YEAR).  Posting once per week, or four times per month, you’ve got a repeatable cycle, an ENGINE that will power your stay-in-touch campaign, and is the beginning of staying relevant with your leads.

You might think, Hey! I could stop after four months…. DO NOT DO THIS!!  What you’re building is a habit. There are variations on how you can spend your weekly, 30 minute appointment with yourself, to further drive engagement, which we’ll be touching on in future blog posts, but ALWAYS KEEP YOUR APPOINTMENT.

And that’s it. Three tips that can transform your engagement while solving your content conundrum.

Once you get this rolling, it only gets better.   You will rev up your ability to “listen” to what leads want, and you’ll be able to segment your leads based on that.

Ask your questions, or leave your thoughts in the comments below.

Are you coming to our live event in Minneapolis?  Marketing X-Factory Live is happening October 18-20th – where you work on and assemble your X-Factor for your business.  Check it out!  Join other entrepreneurs and small businesses and get your arms around what will catapult the growth of your business.

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About Kim Albee

An in-demand marketing consultant, speaker, and educator, Kim is a respected visionary with a great sense of humor who has made her life goal to make marketing easier and more accessible for small business owners. When not changing the course of marketing history, you can find her at a tiny cabin next to a Wisconsin lake with people and critters that make her happy.

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