The Email Content Hiding in Plain Sight

Are you one of the 36% of marketers who struggles with producing content? You’re not alone. Sending engaging content is one of the tricky parts of email marketing.

Sometimes you just can’t see the content for the words. But a good trail map can highlight the obvious sources hiding in plain view. Sources like your customers and the content you already have.

Stop and study these sign posts to weave your way back out of the email marketing content forest.


Your Own Materials

You probably already have a content mine waiting for you to sift through right in your own office (or storefront). We talked earlier about saving your own best subject lines in an email swipe file for future inspiration.

The same idea works for your email content. Popular blog posts, podcasts, whitepapers and even your printed brochures can get repurposed for your campaign.

For example:

  • Take points from a widely circulated whitepaper to use as a follow-up email series.
  • Revisit your best blog posts and give them a fresh angle for your newsletters.
  • Summarize points in a recent podcast for a broadcast message.

There are plenty of ways to adapt your existing content for email. And just think, it’s been sitting there in your archive all this time!

Your Customers

Customers provide a stream of content inspiration to tap into when your own well runs dry. Getting your customers involved in your email content also gets them more engaged – it’s that 15 minutes of email fame that will get them opening and clicking through your messages.

  • A high-profile client or enthusiastic fan can provide a golden interview opportunity. Ask for their perspective and feature the discussion in your emails.
  • Feedback surveys and product reviews are other sources to glean content from your customers to feature in your newsletters.
  • Involving your customers is a win-win-win: You get the content you need, they feel heard and valued and you also foster loyalty.

Finding Your Way Out

The resources don’t stop there. You can take a number of different avenues when your creative path is blocked.

  • Try mind mapping your content strategy with the method we described in this post. When you can visualize places to pick topics and articles from, your job gets easier.
  • Exercises like freewriting can help you uncover hidden gems or a fresh angle. Try explaining your business to an audience who doesn’t know anything about it and see what kind of new perspectives you can come up with.

Where Is Your Content Hiding?

Have you tried looking for new content ideas in obvious places? What kind of brainstorming works for your own content needs?