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minute read
January 22, 2020

Why You Should Use Email in Your Content Syndication Strategy

Written by
David Scott

Email is a major asset to any content syndication campaign.

It’s arguably the most effective channel to put your content in front of key decision-makers within organisations.

We've seen B2B companies see amazing results using email as a key channel in their content syndication strategies, and in this article we are going to show you some of the best reasons for using it.

What is Email Content Syndication?

This is the idea of using email as part of your broader content syndication strategy.

If you'd like to know more about content syndication for B2B companies, check out our complete guide here.

So, how would you use email in your content syndication efforts?

You start by having amazing content, such as in-depth whitepapers or eBooks.

Content is a great way to engage with decision-makers

Then, you start syndicating and distributing it.

This could mean sharing it on relevant social media platforms or running PPC ads towards your content, targeted at decision-makers. The goal is usually to generate engagement from target accounts and make it easier for your sales teams to close new business.

You can also use email to reach out directly to your ideal customers with highly relevant and useful content that should take their interest.

If talking directly to decision-makers sounds like something you want to incorporate into your content syndication strategy, then read on.

Benefits of Email Content Syndication

Email is a powerful channel for promoting your content. Let's take a look at some of the main reasons why you should consider it.

1. High Level of Personalisation

The first key benefit of using email to promote your content is the high-level of personalization you can incorporate.

Marketers see an average conversion rate increase of 20% when incorporating personalization into their tactics. As you'll be emailing individual people, you can (and should) customize your emails to the recipient as much as possible.

This makes it easier to break the ice and strike up a positive interaction with a prospect.

You've also got a huge opportunity to stand out in your prospect's inbox, as 70% of brands fail to personalize any part of their emails.

2. Full Control Over The Process

With email, you're in complete control.

If you were using paid ads or social media to promote your content, you never quite know who will see your content, and how it will be shown to them. Email gives you complete control over the delivery and content of your emails.

You can schedule batches of emails with and A/B test different subject lines, body copy, or call-to-actions.

3. Email has a (Very) High ROI

Email is known to be a channel that generates a high ROI.

Let's compare it with another highly effective content syndication channel: Telemarketing.

Telemarketing is a great way to engage with prospects, as you can reach them directly at their desks, at work. We use it at Internal Results to help companies connect with their ideal customers and create new opportunities. Data shows that in the UK, every £1 spent on telemarketing generates £11 in return.

Now, that already sounds great.

But, if you look at the data for email marketing the numbers are even more impressive. For every £1 spent on email marketing has an ROI of £38.

Drawbacks of using Email to Syndicate Your Content

There are a few barriers to using email marketing in your content syndication strategy, though.

Here are some of the main barriers most companies will run into:

1. Email Campaigns Are Time-Consuming

There are a lot of steps to creating a successful email campaign. You'll need to source emails, write engaging copy, send them, follow up, and more.

You can't look at email as an 'easy' channel to use, despite the clear benefits of using it.

Take your time to plan your campaigns and execute them to a high standard (or work with us).

2. Poorly Targeted Campaigns Get Ignored

With an average open rate of just 17.9%, your emails aren't going to be seen by everyone.

If you want your emails to get opened they'll need a great subject line

Well crafted and targeted email campaigns can beat this number, but you should never expect 100% of your recipients to open and engage with your emails.

The danger with email marketing is that if you only send one email, you're unlikely to see success. You need to craft a series of follow-ups that will help increase your overall open rate, and engage with prospects who may have missed your first email.

You'll also need to ensure your targeting is laser focused. If you're emailing people you aren't sure will be interested in your content, you'll have a hard time generating engagement.

3. Email Copywriting is Hard

It's no secret that writing compelling copy is difficult.

You don't want your emails to fall flat with prospects and your team need to ensure the copy is up to a high standard if you want to see results.

If your emails don't resonate with your ideal customer then your content won't be engaged with, and you'll see poor results from your campaigns. Negative experiences with your brand will decrease the likelihood of future purchases.

We'd recommend finding out what your ideal customers want to hear and basing your email copy around that. Don't make your emails overly self-promotional, and focus on creating a positive experience for the recipient.

4. Sourcing Emails In-House is Time-Consuming (and Expensive)

Have you tried to source emails for B2B decision-makers before?

If you have, you know it can be a complicated process. Your team will need to use a variety of tools, and in the end, will still be likely to experience email bounces.

If you have large lists of contacts, you can expect to spend up to $1000/month simply on tools to manage your team's workflow. If you have a large sales team, this could end up costing even more, or you'll need a custom setup.

A general rule is that you can expect to spend around 16% of your marketing budget on email tools.

We'd recommend working with a third party provider like Internal Results, as you'll have all of this work handled for you by our experienced team.

How Internal Results Can Help Setup and Execute Email Content Syndication Campaigns

If you're ready to use email content syndication to promote your content and grow your lead pipeline, we can help.

Our content syndication experts will take your content, from brochures, to whitepapers, to case studies, and podcasts, and setup carefully targeted and compelling email campaigns.

Your content will be seen by key decision-makers that fit your ideal customer profile, and anyone that engages with your content will be captured and passed onto your team as a lead.

You'll have all the information your sales team need to engage with and close new business.

Wrapping Up

Email is a powerful way to syndicate your content. It's a proven outreach channel that gets your best content in front of your decision makers in their business inbox.

It's not easy to set up email campaigns that drive conversions, but with the right tools, copy, and targeting, it's accessible to any B2B marketer.

If you don't have the in-house resources to manage your own email content syndication campaigns, or simply want to work with a team of experts, Internal Results can help. Get in touch with us here and our team will find the best route forwards for your unique needs.

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