Notice Anything Different About Groups Today eNews?
You may have noticed your Groups Today eNews is being delivered daily, in smaller increments, instead of several stories in a weekly edition. Why the change?
It's part of our content marketing strategy. What is Content Marketing?
"Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience—with the objective of driving profitable customer action."
—Joe Pulizzi, Content Marketing Institute
If content marketing isn't part of your toolbox, perhaps it's time to learn more about it.
Investigate what type of content an organization should share. For this step, you can use your digital analytics to learn what content your audience is engaging with or, if you are just getting started, review what your competitors are sharing or what types of questions you frequently hear from your clients. Use this information to determine how you will differentiate yourself. For Groups Today, we differentiate ourselves by offering destination and industry and business news.
Once you determine the type of content you want to share, you have to select your distribution method. Your options range from eNewsletters to magazines, social media to webinars, and everything in-between. Groups Today has achieved great success distributing our content via eNewsletters. Recently, we began sending the eNewsletter on a daily basis. Our decision to produce an eDaily was based on the demand for our content and the opportunity to differentiate Groups Today.
Now that you're up and running, don't forget to measure your progress. One key to content marketing is to use the data to inform your decisions. How?
- Survey (again and again!)
- E-mail statistics (including open percentage, click through rate)
- Web analytics (Review acquisition stats)
- Action (track buyer behavior via your CRM)
Groups Today will keep an eye on our metrics with the new eDaily, for sure! Let us know what you think. Please comment below.