{"id":4682,"date":"2016-10-14T07:00:35","date_gmt":"2016-10-14T07:00:35","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/art-nurturing-organic-email-content\/"},"modified":"2020-11-03T12:04:48","modified_gmt":"2020-11-03T12:04:48","slug":"art-nurturing-organic-email-content","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/art-nurturing-organic-email-content\/","title":{"rendered":"The Art of Nurturing Organic Email Content"},"content":{"rendered":"<p>Every week or every month, you sit there in front of your <a href=\"https:\/\/ui.benchmarkemail.com\/email-marketing\/email-campaigns\">email marketing campaign<\/a> wondering what you\u2019re going to send out this week. Email, the evolved version of a letter, is a far cry from the letters we would send each other up until about two decades ago. Now it\u2019s all about emails and in the process we\u2019ve become the wizard behind the curtain, pushing buttons and pulling levers to send out campaign communications. We rarely see who we\u2019re even sending these to anymore \u2013 and they rarely see us. Add to this the hierarchy of social media, which I\u2019m convinced has more or less made people forget how to talk with each other rather than to each other. Yet, there\u2019s a way to use both these tools to nurture real conversations with your audience so that your email content is original, organic and thoughtful.<\/p>\n<p>Let\u2019s start with consumer expectations and brand loyalty. Consumer expectation is to be able to have a clear looking glass into your company. Your audience wants to know who you are, what you\u2019re about and why your culture resonates with their values. And that\u2019s part of where brand loyalty stems from. Your company probably isn\u2019t a brand like Aston Martin or Gucci, so when people come to you they\u2019re not going for that kind of brand. The brand they\u2019re going for isn\u2019t about labels. Rather, it\u2019s about narratives.<\/p>\n<p>A narrative is the story you tell your audience. It can be a story about shared values or it can be a story that has your company mirroring what matters most to your customers. Ultimately it\u2019s about reciprocation and the ability of the consumer to see themselves in your brand so they can say \u201cI identify with this.\u201d<\/p>\n<p>All that comes down to conversations. You can cultivate brand loyalty, get to know your audience base and stimulate meaningful conversations with them so you have not only a deeper understanding of these people but so that you can also create more meaningful email content.<\/p>\n<p>This happens in two ways. Most enterprise companies move faster through digital media, especially when it comes to their marketing branch of the operation. So in this department, you\u2019re going to want to have a people person that can generate conversations on social media and through email campaigns more so than just automatically posting content. In other words, you want a dialogue coordinator. A dialogue coordinator isn\u2019t widely used in the consumer world, but it needs to be. Instead, we see dialogue coordinators more so with activism and publication outlets. However, everyone should be relying on a skilled dialogue coordinator for the doors they can open and conversations they can initiate.<\/p>\n<p>One group by the name of Clarion Project, which talks about current issues, has a fantastic dialogue coordinator whose job it is to cultivate conversations with the audience. This coordinator even launched a highly successful Facebook group page for interested members. After a year of cultivating conversations, there has recently turned them into a <a href=\"https:\/\/m.clarionproject.org\/news\/divided-together-clarion-launches-new-podcast-series\">podcast<\/a> that has generated PR, followers and brand visibility for Clarion.<\/p>\n<p>Clarion also has a brand challenge. They were seen as too conservative in their views, which alienated a large potential audience base that they needed in order to be considered authentic and impactful. Having a dialogue coordinator build bridges and work with new communities and bring them into the fold, giving them a voice that they also wanted, has pretty much completely rebranded Clarion as inclusive and balanced. They\u2019ve gone from being just a publication about news to being seen as a humanitarian group \u2013 all in about the time span of one year. And now their email campaigns are more about humanitarian stories and they\u2019re able to pivot themselves on that position based on nurtured conversations over the last year. \u00a0For Clarion, this means increased market relevance, increased social shares\/email forwards, and increased visibility as a thought leader.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every week or every month, you sit there in front of your email marketing campaign wondering what you\u2019re going to send out this week. Email, the evolved version of a letter, is a far cry from the letters we would send each other up until about two decades ago. Now it\u2019s all about emails and&hellip;<\/p>\n","protected":false},"author":309,"featured_media":4683,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2171],"tags":[154],"class_list":["post-4682","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond","tag-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Art of Nurturing Organic Email Content - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Art of Nurturing Organic Email Content - in\" \/>\n<meta property=\"og:description\" content=\"Every week or every month, you sit there in front of your email marketing campaign wondering what you\u2019re going to send out this week. 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