How to diversify content distribution

Content mailing is the only cognitive type of message for subscribers. When a user subscribed to your newsletter, he was not waiting for super-offers or promotions, but for the benefit and benefit for himself. Subscriber seeks new information and knowledge. And the content mailings in this plan have 5 advantages:
- Regular . If you deliberately approached email marketing, then send mailings based on the prescribed plan, and not when it pleases. So, the subscriber knows when he will receive a new batch of informational materials and is ready for this.
- Predictable . The user subscribes in the event that the blog topic is interesting to him. The topic is limited to the semantic core and related topics. Therefore, the subscriber knowingly knows when he will receive the material and on what topic. Nobody will wait for the review of fishing gear for catfish from the mailing of the marketing portal.
- helpful . Content distribution is a practical skill that is used, if not immediately after reading, then in a short time.
- Do not contain ads! The goal of content distribution is to create an expert brand and user confidence. Advertising in this situation is not an option.
- They are answered. Mailings are a conversation of the person with the person. If the subscriber has questions, he asks them to the sender and gets an answer to them.


Content mailing is not a sales tool, per se, but a way to influence consumer preferences, during which you form an image of an expert professional brand. The path from the subscription to the purchase through content distribution is as follows:
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To diversify content mailings, try using several formats for presenting material.

What are the formats content rasslok:

Digest. A great option when you need to submit a large amount of information in one letter. The main task for creating a digest is to write a clear and concise text-liner and check the links. The goal is to inform and interest the audience.



Cognitive magazine. Mailing-article on specialized topics. Not limited to volume. The main thing is to choose interesting topics. Translate, write or reprint content and convey to subscribers. The purpose of such distribution is the formation of a loyal, interested audience.



Calendar of events. In such a newsletter, the main thing is relevance and subject matter. To do such mailing is not worth more than 1 time per month. To inform subscribers this is enough.



Collection . A format that combines several options for presenting information. For example: digest and event poster.



We should also highlight the format of game mailing , where the story goes on behalf of the mascot (fictional character). Submission of material in such mailings can be any (digest, events, etc.), but the presence of the character more pushes for "live" communication.
The purpose of the game mailings: to build friendly relations with subscribers, to give a charge of positive emotions. Vivid game dispatches are sent by Budist, the Russian Toon-Boom or Aymobilko.



Conclusion: before launching content distribution, determine your goals. Start small, test and grow: add new formats depending on the preferences of subscribers, expand the subject. This is the only way to find contact with the target audience.
Mailing should not be mega-ingenious or cool. It should be useful and interesting.

Irina Chugay, SendPulse successful mailing service marketing specialist