How to Improve the Email Experience

Author:

Matt West

Source:

In today's publish or perish marketing environment, attraction-based marketing is more than just content generation -- it must also be specific, customer-focused, and engaging. Prospects are educating themselves online, and if they don't find your website informative, or at least interesting, then they will move on to next option -- your competitor's site.
 
To optimize your email marketing results, you not only need to create great content, but you also must map that content to the prospect and their buying stage while providing them with relevant information without selling your products (which more than likely is a big turn-off for these self-educators). While it's counterintuitive from the traditional product philosophy, to be successful you must ditch the pitch and attract prospects with insight and information from thought leaders within your company ecosystem. The payoff comes when these consumer look to you as a trusted thought leader in the space, bookmark your webpage, subscribe to a feed from your blog, and purchase the solutions that you recommend.
 
The goal of content mapping is to facilitate this process and match the right content to the needs of your prospective buyers. Content mapping allows you to customize an experience for different groups of readers or consumers.
 
To do this you should build a content framework based on three pillars...
 
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