how to create craveable marketing content that attracts & keeps customers

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Featured SpeakerLisaFurgisonMcEwen

SALeaderinBusiness-to-Business EmailMarketing

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ContentCreatorandEmailMarketingSpecialistMcEwen'sMedia

[email protected]:@lfurgison|mcewensmedia.com

Featured SpeakerLisa Furgison McEwen


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

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.

Why content is king

S Drive traffic and conversions to your websiteS 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 customersS Customers seek you out for information – builds trust

Why content is king

S AffordableS Creating content takes time, but research shows it’s 62%

cheaper than other marketing options

S Customers crave contentS 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

Types of content

ALL CONTENT SHOULD BE RELEVANT TO YOUR BUSINESS.

S Numbered ListsS Create lists that offer tips or tricks

S Business: Photography studioS Top 10 Photography Tips for Amateurs

S Business: Storage companyS 5 Tricks to Unclutter Your Closet

Types of content

S How-to articlesS Explain to customers how to do something, may offer step-by-

step instructions or at least specific directions

S Business: Online educationS How to evaluate an online course

S Business: Graphic designS How to find the best graphic designer to fit your budget

Types of content

S Product or brand education

S Teach consumers specifics about your product or brand

S Business: Specialty pet storeS What you should know to care for pets with allergies

S Business: Kitchen supply companyS How to clean Corelle dishes

S Business: Cause-based shoe store (think Tom’s)S Why we help kids in need

Types of content

S Infographics

S a visual story

S 90% of information transmitted to the brain is visual

S DIY sites: Canva, Piktochart

Writing Tips To Create Craveable Content

S Valuable information S Don’t sell a product – solve a problem

S Conversational toneS Keeps readers engaged

S Write timely content (Holidays, seasons, national events, etc.)

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 pagesS 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

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

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


S Newsletter

S Collection of several articles

S Tease each one and provide separate links or calls to action

S Add images


S Put text right in an email

S Entire piece of content goes in an email

S Add call to action


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

Distribution on social

S Don’t forget to promote your content on your social channels tooS 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

Writing Tips to Create Craveable Emails

S Spend time on your subject lineS Tease content – don’t use words like “newsletter” or “article”

S Focus on the fact that it’s new, fresh content

S Use urgent languageS Get subscribers to read content as soon as they open the email –

use words or phrases like “now” “read it today”

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

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QuestionsAskLisa…

ContentCreatorandEmailMarketingSpecialistMcEwen'sMedia

[email protected]:@lfurgison|https://mcewensmedia.com/


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