Email is the best way to drive content for small businesses — 77% see it as effective, according to Email-Driven Content Marketing, a study by SharpSpring, conducted by Ascend2. SharpSpring is the provider of a content delivery platform.
In contrast, 53% say the same about social media, and 52% say this about websites/blogs. Only 22% rate SEO/organic search as effective in promulgating content, and 21% apiece feel that way about display ads and PPC/paid search and 20% about content syndication.
What’s more, most small businesses are thinking about content in strategic terms.
Of the companies surveyed, 36% have an email-based content strategy and 32% are working on one. Another 25% are talking about it, and 8% couldn’t be bothered.
Those that have these strategies are doing pretty well: 50% rate themselves as very successful, 45% as somewhat so. Only 6% say they are bombing out.
What’s more, 87% say their effectiveness is improving and 27% say it is improving significantly, while only 13% feel it’s decreasing and 3% say it is declining significantly.
As for how they achieve these results, the survey found that 62% use a mix of outside and in-house resources, 24% outsource it to a specialist, and 14% keep it in-house.
Why would SMBS bother sending content? Their priorities are:
But none of it is easy. SMBs are being held back by these challenges:
Of course, email has to deliver or serve as a conduit for many types of content formats:
SharpSpring and Ascend2 surveyed 145 marketing influencers at companies with 500 or fewer employees.