Arc 3 Communications

The Importance of Content Strategy for Healthcare and Hospitals

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According to Google Health Vice President, Dr. David Feinberg, MD an estimated 7 percent of Google’s
daily searches are health related. This number does not include the recent COVID-19 pandemic which has undoubtedly driven these numbers upward. This makes it imperative that hospitals and healthcare providers have strong, up to date, accurate information on their website. A content strategy is important to hospitals, healthcare providers, and healthcare foundations in order to help with brand awareness, build loyalty, and provide reliable and helpful information.

What is a Content Strategy?

In a nutshell, a content strategy allows you to define the goals of your hospital or practice and work out your priorities. From there you can make sure all of the marketing and content you are putting out is fine tuned to helping to reach those goals. For example, if one of your goals is to get more people to sign up for the COVID-19 vaccine at your location, you could focus your content marketing efforts on informing people about COVID-19 as well as the benefits of the vaccine. Within your content strategy, you will decide on the different types of content you’d like to use to reach your audience. E-mail newsletters, blog posts, articles, white papers, and social media updates are all content examples that you can use to bring people to your healthcare location.

Importance of Content in Healthcare

Creating content in the healthcare field is much different than other areas. Content posted by healthcare
providers and hospitals is often important health related information to help patients and potential new patients find answers about symptoms, conditions, illnesses, and more. According to Pew Research, 80 percent of overall health queries begin at search engines, so making sure you have a wide catalog of information and content is important to being found. It is also very important that all of your content is accurate and clear, as misinformation in the healthcare realm can negatively affect credibility, hurt your reputation, and your overall brand.

Especially now, with COVID-19, it is imperative to share accurate and timely information and content to help people find the answers they are looking for. With news about COVID 19 variants and new numbers being released daily, it is vital that you keep your website and social media information updated with the most current and factual information.

Content Marketing for Healthcare Foundations

Another very important part of many hospitals and healthcare providers are healthcare foundations that raise money for a range of services such as treatment for cancer, stroke and heart disease and more. These foundations have to get themselves in front of potential donors and have their message seen and heard and get a reaction out of their audience that drives them to make a donation. Much like Arc 3 Communication’s work with the Grady Health Foundation, much of the content should be emotion driven and show what the money donated can achieve. Patient recovery stories, coverage of fundraising events, and other attention-grabbing topics will go a long way in driving donations. Blog posts, e-mail, social media, and even print mailers and events are all proven ways to drive traffic to your website and your cause.

Healthcare Now and in the Future

Healthcare is a vital part of our everyday lives. Now, during the COVID-19 pandemic, it is important that hospitals and healthcare providers are sharing relevant, accurate content. It is also important that content strategies be in place to bring people to your website and ultimately to your healthcare facilities. Showing your trustworthiness, dedication, and experience through your content is a great way to provide for your current patients while also bringing in new patients. Content strategy is important now and will continue to be in the future, so be sure your strategy is up-to-date, strong, goal oriented, and implemented to drive success.

For help with your content marketing strategies contact us here.

 

 

 

Content Marketing Case Study: TydenBrooks Security Products Group

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TydenBrooks is the global leader in security seals and custom security solutions. Security seals are tamper-evident mechanisms used to seal cargo in transit in a way that provides tamper evidence and some level of security. These seals can help detect theft or contamination and are used on all forms of cargo shipments including by truck, rail, sea, and air. As a 147-year-old brand and the global leaders in their industry, TydenBrooks was looking to put in place a successful content marketing program that included owning the industry’s thought-leadership space as well as running successful social media, e-mail marketing, and digital ad campaigns. The end goal of this strategy would be to generate leads and increase traffic to the e-commerce website.

TydenBrooks hired Arc 3 Communications to create a content marketing program that would place them as the thought leaders in the industry. Through a combination of content, email marketing, digital ad campaigns, and SEO, Arc 3 was able to build and put into place a successful program that resulted in leads, sales, increased brand awareness and new product launches. The process began with a content audit of TydenBrooks’ existing content efforts. A strategy session was then held with the marketing and sales team to identify goals, audiences, and objectives. From there a content marketing strategic plan was created and put into play.

Content marketing strategy included website content in the form of weekly thought leadership content geared toward their target audience. The topics of these blog posts would vary by month based on vertical focus. Keywords were strategically used in each piece to drive SEO. These blog posts were then uploaded to the website, shared across social media channels. Arc 3 also created and distributed a monthly e-newsletter that ensured customers were informed of new products as well as the latest trends in cargo and supply chain security. These newsletters helped drive leads and increase traffic to the website and social media channels.

Arc 3 set up digital ad campaigns for TydenBrooks through Google Ads and LinkedIn. After conducting intensive keyword research, an extensive SEM campaign was created promoting TydenBrooks products and services. Through a combination of text and display ads that included a retargeting campaign, these campaigns earned the client strong ROI.

Content from weekly blog posts were also utilized as sponsored content geared toward the industry vertical it pertained to using LinkedIn ads. Through LinkedIn, specific industries, or even specific job titles were targeted to make sure the ads get to potential customers who are most likely to click through. These ad campaigns brought in quality leads through newsletter sign-ups.

TydenBrooks now owns the thought-leadership space for their industry, further cementing their place as the global leaders. Its extensive archive of evergreen content that includes blog posts, case studies, and infographics is a resource for everyone in their industry. TydenBrooks content journey has not only resulted in an increase in leads generated and traffic to the website, but ultimately an increase in sales and revenue.

How to Increase Association Members’ Value with a Strong Content Strategy

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Content strategy is vital for your trade association, not only to bring in new members, but also to provide your current members with value for their membership. Just like other aspects of your organization, having a detailed and planned content strategy allows you to develop and put out content in a way that will draw the attention of your audience; attract new members; and provide your current members with valuable resources and information. Creating and releasing content without a strategy makes it difficult to track success; and also makes it difficult for your members to follow your content schedule, or lack thereof.

Below we will discuss ways to put together a content strategy that will allow you to test methods and see results. This will help you plan, create, and track your content marketing efforts and make tweaks where needed to reach your goals.

Planning and Goal Setting

First things first, you have to work with your team to pinpoint the ultimate goals you are trying to reach with your trade association’s content marketing efforts. Whether you are trying to bring in new members, raise awareness, provide value, promote an event, or a mixture of things; having them laid out allows you to plan your content efforts with these goals in mind. This lends purpose to your content creation and distribution strategy, instead of just posting content to get it out there.

Part of this process is identifying your audience. Consider the age range, background, profession, industry, and any other contributing factors that may affect the type of content you produce. These attributes may also influence the channels you choose to use to distribute your content. Researching information such as this Pew Research Center study on social media use and demographics, can help you decide the appropriate channels to reach your specific audience.

Content Types and the Popularity of Video  

When it comes to the types of content you create and distribute, you may need to experiment to
find out what works for your audience. While blogs and e-newsletters are good staples of content marketing for everyone to have, other content forms such as infographics, videos, photos, live-streams, webinars and more can help diversify and give your content strategy what it needs to cut through the noise. With so much content competing for your audience’s attention, the more you can stand out and draw members’ attention to you, the better. You may have to test multiple content types to gauge what gets the best results.

One of the most popular content forms now is video. According to Small Business Trends, 93% of marketers say video has brought new customers. With current video recording technology, it is possible to make professional looking videos straight from your cellphone. There are a number of different ways you can take advantage of video such as vlogs, behind-the-scenes, interviews, Q&A sessions, how-to videos, and many more. No matter the content path you choose to take, video is a good choice to have on your list.

Content Schedules, Calendars, and Consistency

As you create content, it is important to create a schedule for releases and posts. A good tip is to create and implement a content calendar that keeps track of what content is being posted, on what channel, and on what day. This helps you further strategize by allowing you to plan in advance what content you’d like to share. For example, if you have an upcoming virtual event, you will want to plan content regarding that event strategically leading up to it in order to recruit attendees.

Content buckets are a helpful strategy for organizing your content. Content buckets (remove link) refer to sharing certain subject matter on specific days of the week and can also be planned and tracked through your content calendar. For example, you can decide to always share association news on Monday’s, employee stories on Tuesday’s, industry how-to videos on Wednesday’s and so on. This way your audience will know when to look for the content that is most important to them. Your content buckets can also be tested and changed depending on performance. Always try to have a reason behind your strategic decisions to get the most ROI for your content efforts.

Consistency is key to a successful content strategy. As a trade association, you want your members to get as much value for their membership as possible. You also want potential new members to see that you are the leading authority for your association’s industry. In order for this to be possible, you have to consistently provide new and quality content on a regular basis. If you have an active blog that you post to once a week, try to find what day and time gets the highest traffic, and consistently post your new blog every week on that day and at that time. Again, this allows your members and the rest of your audience to know when to check back for new content.

One Size Doesn’t Fit All

When it comes to content strategy for your trade association, there is not a one size fits all strategy that works for everyone.  If you need help creating and implementing a content strategy that works for your association and would like to learn about our content marketing services, contact us here.

How to Get Your Trade Association’s Content in Google’s Search Position Zero

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In recent years, Google has been trying to find ways to get people the answers they are looking for without having to leave the Google search engine results page (SERP). One way they use to achieve this is the featured snippet. These can appear with traditional Google searches or voice searches which are growing in popularity. Featured snippets are boxes of text that answer a query and appear above the coveted top three results on the SERP. This has come to be known as “position zero”. These featured snippets pull the answer to the query from a content piece on a website and post the “snippet” along with a link to the full piece in a box at the top of the page. This allows people to get the answers they are looking for quickly without having to go to any website, but if they wish to know more, they can follow the link to the full piece.

While there is no exact science to getting your association’s content into featured snippets, there are things you can do to greatly improve your chances.

Understanding What a Featured Snippet Is

Before you can begin to think about trying to earn a featured snippet, you should know a few things about them. Featured snippets are usually answers to who, what, when, where, why, and how questions. Google ranks websites and content based on the reputation and factualness of the content and from there pulls answers to feature in the snippet. For example:

If you search “Why join a trade association?”

You will see this featured snippet appeared at the top of the page. This particular snippet was pulled from www.americanbusinessmag.com and features a basic answer to the question “Why Join a Trade Association?”. It also gives the user the chance to follow the link to learn more, thus increasing chances of someone visiting your website.

Snippets can appear in different forms including paragraph snippets like the one above, numbered or bulleted lists, and tables. Which snippet type that your content is featured in will depend on the type of content you create.

How to “Own” the Featured Snippet

As previously stated, there is not an exact science to winning the featured snippet, but there are steps you can take with your association’s content to increase your chances.

  1. Find out what people want to know

For this first step, you really have to think like your audience; this could be existing members or potential members. Think of the questions you receive and try to focus strong content around answering those questions. Again, featured snippets are answers to who, what, when, where, why, and how questions. Keep this in mind when brainstorming potential audience questions. A good resource for finding what people are asking is www.answerthepublic.comwhere you can search specific terms and see what people are searching for regarding that term.

We searched “trade associations” and you can see a part of the wheel we got as a result. This image includes the who and how results. One popular question is “what do trade associations do?” so that may be a good topic for content for you to focus on.

  1. Research Snippets in Your Industry

A good way to find opportunities for snippets for your association is to go to Google and begin typing the questions that you came up with. This will allow you to see if there are existing snippets or if there is an open opportunity for you to own the snippet. Even if there are existing snippets, if you tailor you content right, you can still take control of that snippet. Also be sure to pay attention to the “People also ask” section that appears further down the SERP. Below is the “People also ask” box that appears when we entered the question “What is a trade association?”

This section also pulls from existing content online so there is also potential to have your content featured as an answer here as well.

  1. Strong Website, Strong Content, Strong SEO

One of the most important factors in having your association’s content chosen for the featured snippet is making sure your website is optimized, easy to navigate, and functioning well. This is one of the first things Google looks at when determining whether your page should appear on the first page of the SERP or in the featured snippet. If your website is slow and not user friendly by Google’s terms, even if your content is outstanding, you may be overlooked when it comes to the featured snippet. Not only that, but your website will get pushed further back on the SERP making it hard to find and less likely to be visited.

Also, devoting time to keyword research and using popular keywords in your content will help not only win the featured snippet, but also rank you higher on the Google SERP. Using backlinks, cross-linking, and releasing content consistently and regularly can also go far to increase your ranking and raising you up on the search engine results page (SERP).

You Can Do It

It takes work, but you can earn the featured snippets and even improve your position on Google’s search engine results page at the same time. There are many other factors that improve your chances for securing snippets and improving your SEO. If you would like further information or help with your association’s website or content marketing, contact us here.

How to Write a Successful Call to Action for Your Association

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Associations Call to ActionWhen it comes to getting members to engage with your content, whether your blog, e-mail newsletter, event sign-up, or donations, your call to action (CTA) goes a long way. According to Associations Now, getting members to engage starts with compelling them to act. It also helps with member recruitment when trying to get people to become members with your association. The call to action is a powerful tool for you to utilize and there are several tips that can help you build ones that are effective and successful in your mission.

What is a Call to Action?

Your call to action is your chance to persuade your current and potential members to do what you want them to do. Think of it as your “Buy Now” statement. You will include this on everything from blogs, to social media posts, to newsletters. As an association, you should also include CTAs on your website copy to recruit new members or get renewals. A well-crafted call to action will have majority of the people who view your content engaging with and completing the tasks you want them to.

Short and Simple, Yet Informative

A good call to action is short, simple, and to the point. You want to make sure that you give enough information to inform the reader and guide them towards the desired action. You want to make sure the benefits are clear, for example:

“Sign up for our newsletter to receive all the latest association news, useful resources, and event invitations.”

Be sure to include easy to follow instructions to complete the action such as a link, a phone number, email address or a form to fill out. This will make it quick and easy for people to complete the action and increase the likelihood they will go through the necessary steps required.

Use Action Verbs

Wording is everything when it comes to the success rate of your call to action. Action verbs go a long way towards leading people to converting. Phrases such as “Sign up,” “Visit us at,” and “Learn more” can prompt people to take the actions you would like them to. Also, using words that show enthusiasm or spark emotion in your members and potential members will help drive action. You should always be willing to be creative with wording and try different methods to find CTA’s that work for your association. The only way to truly know what works is to test your ideas and see which ones are the most successful.

Frequency is Key 

Make sure you are consistent with your CTA. This means including it on anything that your members and potential members will be viewing. Social media posts, newsletters, blog posts, and web copy are a few ideal places to include your CTA. The more your message is put in front of your audience, the better the chances are that your members will take action. Feel free to try different tactics and approaches to find what works best for your goals. Keep track of your results with each campaign so you can decide what is successful and what might not be. Every piece you put out should have a form of a CTA present.

Having successful calls to action for your association involves knowing your members and potential members and being able to craft a message that will drive them to act. Whether it’s signing up for the association’s email newsletter, registering to attend the annual conference, or becoming a new member; each call to action should be creative, specific, and intentional. The more you can provoke emotion or enthusiasm, the more likely your audience will be to take the desired action. Every campaign is unique, so try different tactics to find the ones that works best for your association and start getting results, now.

For more help with your association’s needs sign up for our newsletter, follow us on social media, or contact us here.

Content Trends to Consider During COVID-19

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We, as a country, are facing very challenging times during the COVID-19 pandemic. This event is changing the way many people live and conduct their businesses. With everything going on, it may be an opportunity to take a look at your content marketing strategy, and maybe think about incorporating some of the new trends that are emerging. This way, when things begin to regain normalcy, you will be ready to hit the ground running with strong content and a successful strategy you can put into action. Below are some of the new trends in content marketing that you should be aware of and take into consideration when looking at your strategies.

Print is Making a Comeback

For years we heard about the death of print, but research is now showing the reemergence of print as a popular form of content marketing. Believe it or not, much like retro clothing trends, print is becoming popular again simply because it is NOT being done. It has become a way to creatively connect with your audience on a different level. Letting people take a break from screens and devices to look at a tangible piece of marketing really has a profound effect.

With so much noise and competition, not just with your competitors, but with all other content online, grabbing and holding your audience’s attention can be difficult. With print, people usually view one item at a time and something about print is more personal, as it can be sent directly to your audience. This doesn’t mean to abandon digital marketing efforts, but to consider mixing traditional with digital marketing to expand your efforts and stand out from your competition.

The New World of Audio

During COVID-19, people are home and more apt to use their at-home audio devices to find audio content. Smart speakers such as Alexa and Google Home are making it easy and convenient for people to voice search information, listen to podcasts, find products and services, and even order those products and services. This makes audio a content type you want to keep at the front of your mind. From creating a podcast to advertising to making sure your website is optimized to show up with voice search, there are many ways to use the audio format to further your brand.

It is estimated that 55% of adults will have a smart speaker by 2022 and 43% of companies already invest in technology to enable voice marketing (Content Marketing Institute). With many different ways to make use of audio marketing, it is good to analyze your goals, audience, and what works best for your business.

SEO and Keywords are Still Important

With the new COVID 19 environment and new tactics to consider, don’t neglect your SEO and keyword strategies. You should still prioritize time and resources for your organic search tactics. Tactics like backlinking, quality content, and keyword research will still play an important role in your success. One thing to consider related to SEO and Keywords are the ever-evolving algorithms of Google Search Engine. More and more, Google is trying to keep the user in the “Googleverse” which means allowing people to find answers to their questions right on the search results page. Elements such as snippets, Google My Business, people also ask, and Google Shopping are all meant to allow a user to find what they are looking for without clicking through to a website.

This has an effect on click-through-rates and the amount of traffic coming to your website even if you have quality content. The trick is answering the burning questions in your industry within your content so you can win as many snippets related to your industry as possible. Snippets are the answer boxes that sometimes appear when you search a question such as “what is” or “how to.” Having your content appear in these snippets will increase the chance a user will visit your website for more reliable information.

Keyword research and making sure you are utilizing your industry keywords on your website and in your content will go a long way in winning you snippets and “people also ask” spots. While these attempts by Google to keep users on the Google platform are affecting click-through rates, you can still use keyword and SEO to your advantage to win positions and therefore have your website and company stand out among the competition.

Video and Live-Stream 

It is no surprise that video and live-stream content is very popular. With many people working from home and online, it is an ideal time to make use of this medium. With nearly every social media platform supporting video posting and live-streaming, and these content forms performing well with audiences, it goes without saying that a well laid out video strategy can be successful. There are many video structures to choose from such as webinars, Q & A sessions, product demos, behind-the-scenes, and interviews with experts. With most cell phones having the capability to capture production quality video, it is becoming easier and easier for companies to create video and live-stream content.

Video is a great medium to use to stand out and create something that resonates with your audience. Studies show videos tend to capture and hold attention better and longer than written content. Another great factor that comes with video and ties into the rise in popularity of audio is it is also becoming easier to transfer video to audio-only content such as podcasts or just repurposed and shared as audio-only session.

A Great Time for Content

These recent events in our country are creating a need for imaginative and creative approaches to content marketing. These trends can be used with your cu
rrent content marketing strategies or as a part of a whole new content plan. Blogs, newsletters, and other traditional methods are still very effective tools for your content toolbox, but it is important to keep up with emerging trends that will amplify your efforts and bring your strategies success.

For help planning and creating content and content marketing strategies, contact us at pburns@arc3communications or call Patrick Burns at 678-907-2478. For more information visit www.arc3communications.com. We look forward to working with you to achieve your goals and develop successful content marketing strategies to help your trade association, business or non-profit grow.

Utilizing the Popularity of Podcasts for Your Content Strategy

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Years ago, podcasts were a lesser known player in the content world, with only 9% of the U.S. population tuning in per month to listen to podcast episodes. Now, jump ahead to 2019, and there is an estimated 32% of the U.S. population, or 90 million people, over the age of 12 tuning in each month to their favorite podcasts (Content Marketing Institute). There are over 550,000 podcasts available today in nearly every genre from history to content marketing. Brands have also found a way to use podcasts as a part of their marketing strategies to own their industries marketing space.

Why Make a Podcast?

Audio is the next big thing. Just think of how many people now use voice search either with Alexa, Siri, or Google Voice. Experts are expecting audio to make a big splash in the marketing world in the coming years. Podcasts have already risen to the level of prominence and continue to grow.

There are many things to consider when deciding whether a podcast is right for your brand. A few key questions you should ask are:

  • Is there a need for a podcast for my industry?
  • Is there an audience for my podcast?
  • Do other brands in my industry have podcasts?
  • Do we have the time and resources to dedicate to a quality podcast?

Creating a podcast for your industry can help you stand out among your competitors. This form of content builds a relationship between your brand and your audience, which will consist of existing and potential customers. With your podcast, you want to focus on creating thought leadership content that relates to your industry and avoid allowing your podcast to simply become a sales pitch. No one wants to listen to a 15 to 20-minute advertisement, so you have to be creative and come up with content that revolves around your industry and provide useful, entertaining, and interesting content to your listeners. The ultimate goals of creating a podcast are to increase brand awareness, brand engagement, site traffic, thought leadership, and revenue generation.

Planning is Key

Podcasts are not as quick to create and publish as a blog post or an email newsletter. There is a good bit of planning that is involved when you are creating your podcast. Your first question should be what your podcast will be about. Your goal is to find subject matter that meets both yours and your audience’s needs. As stated before, if you use your podcast as a 20-minute sales pitch, no one is going to listen, but if you talk about random topics, no one will be directed to your brand. The secret is finding that meeting point, and that will take planning. For this reason, it is important you create scripts for each episode so you can see where an episode is going. Your host and guests don’t have to stick to the script word for word, but it will keep things on track. Keep in mind, most people are listening to podcasts while they are doing other things like driving, exercising, or working so make sure you have content that is easy to follow and not too technical or confusing.

Speaking of your host, or hosts, it is imperative that you find a host that is relatable, knowledgeable, a good speaker, and personable. You want someone your audience feels they could have a conversation with, someone they enjoy listening to. If someone is shy, soft spoken, or not very good at public speaking, they may not be right for the hosting position. It is good to have a permanent host for the entirety of the podcast. This way, your audience can build the relationship and will want to come back for each new episode.

Call to Action

We have made it clear that your podcast should not be an advertisement, but this does not mean you can’t guide people to your blog, website, or store. Include a call to action at the end of each episode, or during the episode if it relates to what you are talking about. For example, if your podcast relates to a blog that you have published with more information on a topic, you can let listeners know that they can visit your blog to learn more. You can ask people to go and sign up for your email newsletter to get information on new episodes right when they are released. You definitely want to promote your brand, just don’t let it be the focus of your show.

Good Things Take Time 

Just like with the production, your podcast will take time to work. Podcasts don’t shoot to the top of the charts overnight, especially if you are creating one for a specific industry that may not have a presence yet in this medium. This is why it is good to have an established content strategy prior to creating a podcast so you can use it to promote your new show. Newsletters, social media, and blog posts should all be used to point people towards your new podcast. If you have strong thought leadership content about your industry and you take time to create something that people will connect with, your audience will come. Podcasts are an excellent tool for your content strategy and, when done right, can really make a difference for your brand.

To learn more about content strategies visit www.arc3communications.com or contact us at pburns@arc3communications or call Patrick Burns at 678-907-2478.

The 2 Most Popular Article Types for Association Content Marketers

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In a digital age, content marketing is one of the best marketing strategies that can be used by associations’ large and small. There is a wide variety of options in the world of content marketing and choosing the best types of content for your association can be challenging. Of course, you do not have to use just one type of content, in fact using a variety of different content formats is good for keeping your membership and stakeholder audiences interested. These different types of content can be tailored to fit your association and reach your target audiences. This guide will identify two of the most popular forms of content out there right now and explain what each of these can accomplish for your association.

  1. Listicle Articles

We have all read listicle articles in magazines or on social media, even if we didn’t know that is what they were called. In fact, the article you are reading right now is a listicle. Listicles are highly popular due to their ability to be very informative while being easy-to-read and aesthetically pleasing. Arranging information in a list format and including numbers in the title and body of the article has been proven to be psychologically attractive and draws in readers. People like having their information in list form; and with a catchy title, this form of content can greatly increase page views, shares and likes.  Listicles will usually have a numerically based title, for example: “Top 10,” “6 Ways to,” “5 best,” etc. These numbers can either be a ranking system or simply organize information into the list. Unlike How-To articles (which we will discuss next) listicles do not necessarily have to show someone how to do something or teach a skill; it can simply be used for informing readers or for entertainment purposes. The items in a listicle will usually be related to an overall theme such as “10 Things to Consider When Writing Captivating Content for Members”. This theme will be something related to your association that will attract your membership and stakeholders. Listicles are immensely popular and can be tailored to any policy or content bucket.

  1. How-To Articles

How-to articles are another extremely popular form of content. The how-to article is written in a sequence of steps and shows the reader how to perform a skill or complete a task. In the past it was enough to use a title like “How to do…” but now, with social media and endless online articles for your members and stakeholders to choose from, you have to be creative with your titles and content in order to catch the attention of readers. How-to articles are much more specific than listicles, usually explaining a specific task or skill. Often, listicles and how-to articles can cross paths with steps and guides written in a numbered list format like “10 Easy Steps to Building a Remarkably Popular Website.” This translates roughly to “How to Build a Website” but uses much more exciting and interesting language. Like listicle articles, how-to articles increase traffic, shares, and likes and can benefit your SEO and keyword placement. Writing how-to articles that take a unique approach to a topic and take a new angle on what might be a well-known subject to your members is the key to leveraging this content format.

In the End, Quality Content Works

Ultimately, the most important thing about creating content is making sure that it is of high quality.  You can pump out countless content pieces, fast and furious; and have them all fall flat because there is no value to them. Quality over quantity is the golden rule when it comes to creating new content for your marketing campaigns. Well-crafted content will boost the visibility of your website and ultimately increase your audience numbers. Interesting and readable content will go far in engaging your membership and keep them coming back for more. Strong content is also more likely to be shared on social media, thus acting as free advertising and driving traffic to your website and generating membership leads for your association. While the two content types discussed in this article are the most popular and effective, they certainly are in no way the only types you can use to be effective. In the end, if you create quality content, your membership and stakeholder audiences will rely on you time and again as a trusted and valuable resource.

For more information or help with your association’s content marketing visit us at www.arc3communications.com or contact Patrick Burns at pburns@arc3communications.com. We look forward to working with you to achieve your goals and develop successful content marketing strategies to help your association grow.

How to Run a Lucrative Email Marketing Campaign

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What is the difference between an email newsletter and an email marketing campaign? This is a good question and one that a lot of companies and organizations may have when designing their marketing strategies. This article will help distinguish between these two tools as well as help you create and implement an email marketing campaign that is successful.

E-Newsletter vs. Email Marketing Campaign

First things first, let’s take a look at the difference between an E-newsletter and an email marketing campaign.

An e-newsletter is a regularly occurring email that contains strong informational content that relates to your readers and their lifestyle or interests. Newsletters are not advertisements and do not push products or services. Instead, these emails develop and build relationships with your audience by relating to them on a personal level. This content will be related to your business or market and drives website traffic which can lead to conversions.

An email marketing campaign consists of many different types of emails used together in a strategy to persuade the recipient to take an action such as making a donation or purchasing a service or product. An e-newsletter is considered a part of an email marketing campaign, in addition to other email types such as welcome emails, promotional emails, retention emails, and nurture emails. We will discuss these different email types further, but for now, just think of an e-newsletter as one tool in an email marketing campaign.

Now that you know the difference between e-newsletters and email marketing campaigns, we can discuss how to develop and implement a successful email marketing campaign.

Running a Successful Email Marketing Campaign

Email is still one of the largest communication tools used today, with 90 percent of adults and 74 percent of teenagers using email regularly according to the company OptinMonster. This makes email one of the most efficient ways to reach your customer base. Here are the steps you can take to create a lucrative email marketing campaign. 

  1. Set Your Goals

Before beginning to design your emails, it is important to set goals you want to achieve with your campaign. These goals will vary depending on your business but some of the common goals are:

  • Welcoming new subscribers to your campaign which involves informing them about who you are and what you do. This begins the relationship building process.
  • Strengthening existing relationships with current subscribers by providing them with useful information and incentives.
  • Touching base with inactive or less active subscribers to try to get them to reengage with your business or organization.
  • Encourage engagement with strong content and calls to action to drive conversions.
  • Target your subscribers by segmenting them based on data you collect to deliver relevant content to the right people.

Keep in mind your conversion goals when developing your email marketing campaign goals so one can help the other.

  1. Create Strong Opt-ins

Opt-ins are how you will initially get and grow your audience. These are forms strategically located on your website where visitors can sign up to receive your emails. It is important that these are eye-catching, well designed and prominent without being annoying or overpowering. Having a pop-up when people navigate to your site, a visible form that stands out on your homepage, or an exit pop-up when people are leaving your site are good ways to catch the attention and drive your call to action(CTA) for subscribers.

  1. Use Different Email Types

As we discussed earlier, there are different types of emails that can be used as a part of your campaign. These email types will work together to help you reach the goals you have set.

  • Promotional Emails are offers and sale information that promote your business and can include coupons or special events.
  • Transaction Emails include welcome messages and confirmations for sign-ups, orders/purchases or information changes.
  • Relational Emails are where your E-newsletter come into play. These emails deliver relationship building content and appreciation to your subscribers (free gifts, thank you notes, etc.).
  • Follow-up Emails are emails that can be scheduled to follow promotions or newsletters to keep your subscribers active.

  1. Crafting Your Email Designs

 Content and design are very important aspects of a good email marketing campaign. Without strong content, catchy subject lines, and professional, clean design; your emails will be overlooked, go unread, or you could even lose subscribers. Strategies such as personalization, valuable information, polls and surveys, and incentives can be used to help drive open and click-through rates. It is also very important to include a call to action in your emails that encourages your readers to take an action like making a purchase, partaking in an event, or becoming a paying member. These are best when short, clear, and to the point and will work for you if your content and design are strong and relevant.

  1. Use Tools, Tech, and Software

There are many programs and services available to help create email templates, automate email scheduling delivery, track success and goal completions, and help to segment your audience. Services like Mailchimp provide all of these aspects in one place and can help you make sure your campaign runs smoothly. Tools like these are necessary to keep track of where you stand with your goal completions. This can also allow you to test new ideas and gauge the success rate of these ideas, giving you much control over your own success.

  1. Test Runs and Tracking

Anytime you are sending a mass email it is always smart to do a test run. This can involve sending your email to people designated as test readers, such as an inside marketing team; to check for errors, broken links, and to see what your audience will see. You can also do test runs with your audience to test things such as send times, calls to action, and subject lines. You will always want to track email activity with your subscribers so you can see what works and what doesn’t. This way you can keep doing things that are working with your subscribers and change and test things that might work better. This will be key to helping you reach your set goals and drive conversion goals as well.

For more information or help with your email marketing campaign visit us at www.arc3communications.com or contact Patrick Burns at pburns@arc3communications.com. We look forward to working with you to achieve your goals and develop successful e-mail marketing strategies to help you grow.

 

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