content marketing infographicThe folks at Skilled have created an impressive infographic on ways to use content marketing—55 ways to use content marketing, to be exact. The topic and all of the many noteworthy facts presented are interesting and useful on their own. But what really caught my eye is toward the end of the infographic as you scroll down. There you’ll find the information on how to disseminate that content marketing—and email marketing is a key component of that distribution.

Which types of content marketing top the list?
Infographics, blogging and video are featured as the best, most effective types of content marketing, with compelling numbers backing up the claims:

  • Infographics are liked and shared on social media three times more than any other type of content.
  • Blogs are ranked as the number one most important strategy by 45% of marketers.
  • And 52% of marketers name video as the content with the best ROI. According to the infographic, simply using the word video in a subject line could boost open rates by 19%, and click-through rates by 65%, as well as decrease unsubscribes by 26%

But how do you get that content out there? Email!
This infographic on content marketing makes a compelling case for email being a central component of any content marketing strategy. According to the statistics, 93% or marketers say email is the most important channel for distributing their content marketing.

With 204 million messages sent every minute, email is obviously still a very popular communications channel, and 82% of B2B and B2C companies say it is the number one choice for content distribution. In addition, email is 40x more effective than Facebook or Twitter at acquiring new customers, and 72% of consumers prefer to receive promotional content via email compared to other channels.

For those organizations more sales focused than marketing focused, email might not be tapped into (yet) for distributing content. These numbers show that mindset should change, however.

Use email to drive content
Although it’s not reflected in the infographic, I’d be remiss if I didn’t point out that you can also use email to drive the content you use in your content marketing. Track the data generated by your email marketing distribution of your content: What gets the most engagement? Do more of that. What gets the least? Tweak that or drop it. Test your subject lines and your frequency. Try a variety of content marketing types, such as the infographics or video mentioned above, or something else like white papers or guides. When you use email to distribute your content, you can learn how to refine and improve that content as a a result.

In the meantime, put the nuggets from this infographic to use.

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Published On: March 30th, 2017Categories: Miscellaneous email marketing topicsTags:

About the Author: Sharon

Sharon Ernst from is on a mission to improve the business and marketing writing skills of today’s workforce with her blog, newsletter and online classes. Her newest class on intermediate email copywriting covers 19 tips and techniques non-copywriters can put to use right away for better results. The class has real-life examples and before/after comparisons to make the lessons stick. Find her class at When she’s not busy helping employees, managers and marketers master their writing skills, she and her husband are busy raising pigs, cows, chickens and vegetables on their 20-acre farm.

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