The 2015 Informz Superfan Summit was a blast! As a presenter, it was fun hearing from attendees about how much they enjoyed my presentations and as an attendee I learned new tips to better my email marketing efforts. The one question that is in my mind as an attendee is “what should I do first?” With sessions on design, marketing, and technology, it can be hard to go back to the office and review your notes to figure out what to implement first.
Content is King.
Creating better content is where I will put on my focus first. If you have the content, design can follow. In the session “The Perfect Combo: Design and Content Done Right” a quote from Jeffrey Zeldman was shown: “Content informs design; design without content is just decorations.”
Here are a few content tips I learned at Superfan Summit 2015:
- If you are going to start with content, the first step is to create a content mission statement.
- Once you have a mission and focus, create content that can be repurposed and used in multiple channels (social media, website, enewsletter).
- In your awesome content, especially in email messages, provide multiple calls to action – people often are hesitant to repeat links thinking it’s being redundant. That’s ok! Give people multiple ways to interact with your content; you never know what will resonate with them.
- Use images and text to support each other. A wall of text can be tiresome to look at and turn a reader off, but just an image can be bad since images are turned off by default on most email clients. Use them in conjunction to tell your story, and make them clickable (see tip above).
As the quality of your content improves, it gives readers more reason to engage in mailings.
I can’t wait to hear what improvements other attendees of Superfan Summit 2015 have done. Comment back or join one of our LinkedIn User Group pages and share!
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