Content continues to prove alone as an priceless element of a marketing and advertising technique, for B2Cs and B2Bs alike. Models that make it their company to generate and serve engaging, useful material can retain their viewers interested, acquire their rely on, and set up them selves as an authority in their subject.

Written content technique can be a major part of achieving business enterprise goals – in accordance to Semrush’s 2022 Point out of Articles Advertising and marketing Worldwide Report, a lot more than 3-quarters (78%) of brand names that obtained their small business plans have a documented material marketing approach, although 81% of providers that did not arrive at their plans do not have a single.

There is a part for content all over the complete buyer lifecycle, even though it has the most affect when it is shipped at the right minute, which is wherever e mail arrives in.

Mapping the appropriate information with the appropriate point in the shopper journey and providing it by way of e mail can be exceptionally efficient. With consistent supply of excellent, appropriate and useful written content, you get far better high-quality potential customers and buyers who are a lot more probably to keep with you, as perfectly as the possibility to understand more about your audience and what they want, continuing the virtuous cycle.

In this post, we’ll search at how you can correctly make material into your e-mail method in three steps: mapping the consumer journey, collating the appropriate information, and bringing the two alongside one another in an e-mail programme.

Action 1: Understanding the customer and mapping their journey

As is the circumstance with every single marketing and advertising marketing campaign, the ideal area to begin is with an knowing of your audience. As a very first step, attract on any insights you have about your present consumers to build various personas, in advance of plotting the journey they take with you from consciousness to conversion and further than.

Replicate on the prospect’s requires, troubles and considerations on each individual step of that journey. Then identify the factors at which they will be most receptive to articles from you and identify what that information should look like.

An significant position to maintain in intellect is that your electronic mail and material approach ought to be aligned with the company’s broader marketing goals. In accordance a 2019 study from the Articles Marketing and advertising Institute, the two most significant benefits of a documented written content advertising and marketing technique are aligning teams all over widespread missions or aims, and producing it less difficult to identify which forms of articles to build.

If your business objectives are nicely defined, then goals for the content material approach will a lot more by natural means observe. It also means you are fewer most likely to waste income and effort and hard work on campaigns that never provide material effects for the organization.

Action 2: Bringing alongside one another the ideal written content

By this stage you need to have a great thought of the articles you have to have, and thankfully, there may be no have to have to build it from scratch. It could be much far more efficient to update or repurpose material that now exists in the organization, which you can observe down with a content audit. This is where by you choose stock of all the written content you have on your website, this sort of as blog posts, videos, guides, whitepapers and survey benefits, noting what articles is undertaking very well or tends to spur motion.

If it is required for you to make new information, be certain you’re wondering about who your audience are as men and women – where by they do the job, their lifetime stage, their problems, what they price, in which they get their details – as well as wherever they are on the shopper journey, to information what you generate.

Action 3: Aligning content with the purchaser journey

Immediately after you have an comprehending of the most likely journey the prospect will consider with you and the information to which they’ll be most receptive, it’s time to convey the two with each other with your e-mail tactic.

With a bulk communication and internet marketing automation system, like Everlytic, it is achievable to set up automatic workflows that mail emails in response to certain behaviours, guaranteeing the prospect receives the correct material at the right time. Also, if you have segmentation in position, you can adapt the e-mail and personalise the information inside of it to go well with their profile, rendering it even a lot more worthwhile.

For example, when the Unbiased Institute of Education (IIE), South Africa’s most significant personal bigger instruction institution, needed to transform possible prospects into applicants and in the long run registered learners, they made use of Everlytic to establish a series of e-mails to nurture all those fascinated in additional research.

A sequence of e-mail and texts were sent to contacts above time, which were brought on by their behaviour. The content material of the messages, of which there have been 5 variants, would replicate where the recipient was in the onboarding lifecycle. IIE attributed the campaign as a aspect in the 20% growth in pupil numbers the next academic calendar year. This paced solution also took some of the strain off their product sales and marketing groups.

Just one of the most useful options of email is that it is a two-way street. Yes, you’re sending the prospect content material that’s most suitable to them, even though you also have the prospect to find out more about them dependent on their conduct – what emails they open and when, the back links they click – as perfectly as what they convey to you directly (by means of surveys, for example). Harnessing these insights through the lifecycle presents you the possibility to tweak your technique if you will need to.

Some illustrations of the forms of content material that do the job very best at just about every step of the client journey are supplied beneath, bearing in head that any effective marketing campaign – content or otherwise – will have to balance the needs of the customer with those people of the enterprise.


At this stage of the interaction, you have the prospect’s consideration. It is now your occupation to help them make an informed final decision. Educational content material, these as guides, original exploration or scenario scientific studies do the job nicely in this article. Even though the ultimate intention is for the prospect to transform, this information shouldn’t be profits centered – instead, it should really provide worth to the receiver while establishing your know-how.


The prospect is now a shopper. At this point, you could possibly contemplate sending even further information and facts about the products or assistance they’ve just acquired and associated products they could possibly obtain useful, laying the groundwork for one more sale. You also have the chance to come across out a lot more about the shopper and their working experience by sending a study, for illustration.


Now is a superior time to reward the shopper for their company and exhibit your appreciation by continuing to serve them useful information. From a small business standpoint, an additional aim may possibly be to make the shopper an advocate, which could get started with an invitation to depart a assessment.

The good results of these email strategies calls for having the very long check out. This implies having to pay as a lot focus to what takes place right after the sale as in advance of it. At Everlytic, we picture the electronic advertising and marketing funnel as an hourglass, in which pre-obtain phases, like engagement and research, stand for the upper chamber, whilst post-buy phases, together with retention and advocacy, are at the reduced chamber.

How does this perform in observe? One particular strategy is to use messaging to continue to keep your prospects engaged and satisfied extended just after they initial invest in from you. For case in point, when tyre retailer TiAuto Investments (Pty) Ltd sought to hold their prospects engaged soon after they frequented a person of their assistance centres, they utilised Everlytic to develop an automatic workflow that would send messages – by using e-mail or textual content – asking them to feed back on their practical experience or reminding them when it was time for a further company.

Since utilizing the workflow, the company has noticed an improve in services supply throughout its retail shops. The solution also served them much better regulate their workload and understand how it could improve their experience.

Delivered at the appropriate minute, material can be the vital component that transforms an undecided guide into a satisfied purchaser, or a just one-time customer into a standard client. With a responsive email strategy and delivery process, it is possible to make these moments at scale.

To locate out extra about setting up automatic e-mail strategies that continue to keep prospective buyers and customers engaged, make contact with Everlytic for a cost-free session.