5 Tips for Building an Engaged Subscriber List in Content Marketing
Content marketing can often feel like a rather lonely endeavor. Week after week, you publish new blog posts which have been properly planned, researched and expertly written, but you have that nagging feeling that only a handful of people ever get to read them.
And most of those people probably reside within the business.
It doesn’t have to be like this, though, and it’s perhaps a good idea at this juncture to consider why we engage in content marketing at all.
The noisy digital era in which we’ve found ourselves requires businesses to establish themselves as experts within their field if they’re to get noticed. This can be achieved by publishing and promoting, relevant and – most importantly – unique content.
In order for such content to really make a difference to the bottom line of the business, it needs to play out in front of an audience, and there’s only one way to build that audience: organically.
It’s believed that 60% of the modern marketer’s time is devoted to digital activities. With that in mind, let’s make sure you’re investing yours wisely.
Here are five, no-nonsense ways to build an engaged subscriber list for your content marketing strategy:
Create the best content you possibly can
This sounds obvious, right? In order to keep people engaged, you need to write stuff that they’re going to want to read.
It’s never quite that simple, though. What are you going to write about each week? What if the ideas dry up? What if you inadvertently head off on a tangent and create content that no one wants to engage with?
Before we even think about ways to build a subscriber list, we need to plan a fantastic content marketing strategy. And that runs from website optimization best practices to maintaining a relevant and far-reaching content calendar.
Focus first on creating great content before you even consider building an audience, for the latter certainly can’t live without the former.
Create different subscription types.
You probably don’t want to send out the same content to all of your subscribers. Certain blog posts, for example, simply won’t be relevant to sections of your audience.
To counter this, create two or three different subscription types and base them around the categories you write about. If you’re a software vendor, for example, you may have one category for Windows users and another for Mac users, so that the content you focus on either platform ends up in front of the right eyes.
Always implement double opt-in
The bane of any email marketing campaign is a subscriber list that is full of dummy accounts.
Unfortunately, they’re incredibly easy to come by if you don’t implement a robust sign-up procedure on your website; if people only have to enter their email address and click ‘submit’ to add themselves to your subscriber list, clever ‘bots’ will do the same.
Always use double opt-in for your subscriber sign-up form. This forces people to confirm their subscription via a link in a subsequent email, and, if they do that, they’ve gone out of their way to join, meaning they’re already mightily engaged.
Use Twitter and Facebook to lure them in
The trick to using social media to boost your subscriber list is to promote offers and special downloads that require an email submission in order to be redeemed.
Combine this practice with targeted advertising on Facebook in particular, and you can aim squarely at the audience that is most likely to engage with your offer and the subsequent content that lands in their inbox once they’ve signed up.
Place your newsletter sign-up form where it matters most
If someone has just read a fascinating blog post on your website, where do you want their eyes to head next? Do you simply abandon them after the last word in the hope they’ll head to the comments section and start contributing?
If so, you’re missing a trick. The last thing you want people to see on your blog posts is the sign-up form. By that stage, they’ll hopefully be impressed enough to go one step further and hand you their email address.
But blogs aren’t the only convenient home for sign-up forms; look also at the key pages on your website – those that attract the most engagement from visitors. Don’t be shy with your sign-up form – place it everywhere that matters and ensure it either follows a period of engagement (as with a blog post) or is well above the fold (i.e. within the first third of the page).
When content marketing ‘clicks’, it’s incredibly powerful. Use the tips above to ensure you build the right type of audience.
Izzy is SEO specialist, and marketing graduate. She loves reading all news from marketing and advertising and keeping up to date with the industry. She likes photography, sports and traveling.