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If I was prone to using clichés in my blog posts, I might be tempted to suggest that email and content marketing go together like peanut butter and jelly. But in the more grown-up world of B2B marketing, I prefer to think of these complementary marketing channels as rum and coke (insert your beverage of choice). As a combined marketing strategy, they create something that is easy to consume — but comes with a real kick.

Email and B2B content help marketers do precisely what they are paid to do — position the right message in front of the right person at the right time. Add social media into the mix, and you’ve got a solid foundation to build your entire marketing strategy on which I call the 

But don’t just take my word for it. The Content Marketing Institute (CMI) recently published its 12th annual  report for 2022, which highlights the benefits of combining the efforts of your organization’s email and content marketing teams to maximize engagement.

So, let’s take a deep dive into the CMI report to understand how leading and content marketing organizations are working together to achieve their objectives.

Email and B2B content distribution

According to the report, 75% of B2B marketers use email marketing software to assist with their content marketing efforts.

We believe the reason for this is simple. Without including email marketing in the mix, your content marketing efforts might never reach their intended audience.

While content marketers invest considerable time and effort into creating content optimized for the major search engines, there is absolutely no guarantee that content will rank well against their competitors or even be found. While search engine optimization (SEO) is a much-needed skill, it is also something of a dark art and inexact science.

Social media also offers a bleak picture for many content marketers. The various social media network algorithms, keen to push paid promotion, may mean that very few followers are presented with their content organically.

For example, the average organic reach on Facebook is only 5.2%. This means that unless you are paying for the privilege of engaging your followers, nearly 95% of them will never see each post.

Meanwhile, the average lifespan of a tweet is 18 minutes. So even if you are publishing three or four tweets a day, you will not be seen by the vast majority of your followers.

Posts to LinkedIn, the B2B marketers’ favorite social media channel, have a much longer 48-hour shelf life. But when you consider only 22% of users access the professional network on a daily basis, it’s easy to see why your content gets left on the shelf.

Email and Owned B2B content

Content distributed by email is typically perceived by its recipients as “owned content.” This means it comes from an organic and trusted source and is generally better received than “earned content,” which is typically distributed via a third party.

The success of owned content is again based on the solid relationship marketers have with their opt-in subscribers. This empowers marketers to become publishers and bypass traditional media partners effectively. As a result, marketers don’t have to co-exist in the same marketing landscape as their competitors by distributing owned content. It also means they don’t have to fight to be heard above all the other “marketing noise” served by online publishers or risk being blocked by ad-blockers.

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