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A good feedback loop early on, even if you have 10 subscribers,” Coleman says. “You’ll start seeing who's coming back to your site. You can start driving people back and building a bit of a machine. You can set up an email newsletter in 20-25 minutes and it gives you so much good data.”
In fact, email is almost always more valuable than social media. He’s seen brands pour their energy and resources into tweeting and posting to Facebook multiple times a day, when the best way to drive action is to have something land in your followers' inbox. It’s personal. It’s put right in their path. And even if you can’t fathom who would actually open a marketing email, millions do. If you’re regular with your email sends, you’ll see your list gradually build organically as traffic begets traffic.
Content only works if you're consistent — consistent in frequency, in look and style and tone.
“Regular cadence is really important to building an audience,” he says. “Think of it as being consistent in a relationship. You have to remind people that you’re there, you care, you’re adding value — as much as you can before you become annoying. People will start to expect to hear from you, and they feel like they know you."
Consistency in timing also gives you, as a company or content marketer, more ability to test and try a lot of different things, like headlines, formatting, use of images, types of stories. You want to control timing as a variable to find out how these other attributes resonate one at a time. For example, try a long-form piece while keeping everything else as consistent as possible. How did it perform? You’ll only be able to draw conclusions if you publish on the same day and at the same time as you always do.
Using a similar tone when testing other elements is also important. And once you find the right tone for you, you should stick to it. Coleman points to a comment made by one of Contently’s freelancers: “If your brand was a person at a dinner party, who would they be? The gadget freak who snagged the iPhone 6 a week before it went on sale? The honest and kind friend you’d want to consult with before a date?”
“Have a brainstorm session where a bunch of people in the room come up with a big list of any topics related to what you’re doing,” he says. “Look them up one by one and map out the areas they're covering. It’s time consuming, but you’ll see the gaps emerge.”
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