They’re usually the simplest things, the elements you assume will be in place in any organization before campaign planning gets under way. (Rule #1: Make no assumptions.)
As a blogger or content marketer, you probably spend a fair bit of time searching for unique, usable photos and graphics to illustrate your blogs and social media posts. Chances are, you’ve discovered that having a designer produce all the illustrations you need every day would be prohibitively time-consuming and expensive; and at some point you’ve probably turned to free online graphic design sites like Canva or PicMonkey.
The notices are compelling when they’re sent by organizations you actually want to hear from. Not so much when the senders have been more interested in building their lists than in understanding whether the people who make up their target audiences actually want to be in touch with them. Either way, this is a moment of truth for email marketing, and one that any honest, diligent marketer should welcome.
That means a content marketing campaign is most effective when it catches fire with friends of your friends’ online friends—people you couldn’t have reached on your own, who might not even be a part of your own extended network.