According to Kapost's B2B Marketing Playbook, 65% of content goes unused in B2B organizations. 65%! Getting the use out of every single piece of content is incredibly difficult nowadays. Your audience sees hundreds if not thousands of marketing messages every single day, so ensuring you content call-to-action stands out is difficult to achieve. If your team uses the same channels and messages as your competitors, how is your content differentiated?
That's why content marketers are now using employee email as their new go-to channel. And email signature marketing is the secret weapon to unlocking the value of this channel. Teams today are using ESM to deliver personalized and relevant content to the right audience (and at the right time). This includes ebooks, white papers, reports, case studies, videos, infographics, one-pagers, and blog posts.
Data from The State of Email Signature Marketing report revealed that "resources and collateral" is one of the most popular use cases for ESM. For our own account, we found it to be THE most popular use case. We take content seriously around here, and use employee email to get more eyeballs on that content. This includes any of the resources you see in the blue list below.
Within this category, we have a few favorite banners to share from our own Sigstr account (okay more like 34). This includes campaigns for case studies, ebooks, reports, videos, press releases, and blog posts. If you're looking to up your content distribution game with email signature marketing, use the list below for some ideas or design inspiration!
For every new case study that we publish we launch a Sigstr campaign to get the promotion started. You'll find CTAs like "Read it here" or "Download now" in the majority of our case study banners. The main goal here is to clearly communicate who the story is about and put them in the spotlight. We love sharing how awesome our customers are and all of the cool things they're doing with email signature marketing.
Ebook or report
Resources like white papers, reports, and ebooks usually take the most time and energy to create. They're longer reads that include a fair amount of research and data. We challenge ourselves every quarter to publish content like this so we can continue to build up our credibility as a thought leader and go-to source. At the same time, we're just as thoughtful with the promotion because we want to capitalize on all of the hard work put into the resource. We make sure we're using every channel possible to deliver our newest piece to the right audience. This includes employee email!
I'm sure our friends at Vidyard agree with this statement: Video is a powerful form of content. It might be the most powerful. We use video primarily for customer stories and product tutorials. And when we promote video content with email signature marketing, we always try to include a play button as a part of the call-to-action.
A consistent stream of press activity can help build up a brand and boost team morale. Whenever we have a big announcement coming up, we publish a press release to provide more details. ESM is a standard checkbox in our press promotion to-do list and is an easy and quick way to get the word out to your audience.
Blog content can be useful a number of ways. SEO, product education, thought leadership, and connecting with customers are the big ones for us. Sometimes we're serious and down to business (example: this blog post), and sometimes we're more casual and fun (example: this blog post). A balanced variety of topics and types of posts is important - and it does take some time to build up a blog program. That's why we view every published blog post as an opportunity to share something new in our employees' email signatures.