Recycle Your Best Content in an Email Series

This two-part post originally ran as one on the Savvy B2B Marketing blog. Reprinted with the author’s permission.

Do you have great content that is buried on your blog? Or maybe you have older content that is still very relevant but you’re not quite sure how to use it in your marketing campaign?

If you are looking for a way to highlight your best content, think about developing a series of emails on a targeted topic.

To be clear, an email series (I’ve also seen these are called e-courses or e-classes) is distinctly different from an email newsletter. Instead of registering for all upcoming newsletters, subscribers are registering to receive a certain number of emails on a certain topic. Everyone who registers receives email #1 followed by the rest of the emails in order and timeline you specify.

I like email series for many reasons:

• All readers are starting in the same place, so you don’t have to guess at what content they may have already viewed.
• You have multiple touch points with a client over a period of time.
• They can be very targeted (and you can have multiple series covering different topics).
• You can tell your story exactly how you want it to be presented (instead of having a bunch of content out there, with readers not knowing what to view next).
• If you already have existing content, this can be a relatively quick program to launch.

The beauty of this approach is that it can be automated with an email provider using a capability called an autoresponder (do a search for autoresponders to see companies that offer this). Think this is something you want to try? In an upcoming post I’ll tell you how to get started.

Michele Linn is a B2B marketing consultant at Linn Communications, specializing in creating buyer-focused B2B marketing content.