Share what you know. Watch your list grow.

As a marketer, you’re busy creating new content so you can get your message out via that oh-so-wonderful mix of marketing channels. And you’re networking with a number of different businesses via partnerships, service contracts, etc. I’m stating the obvious but here comes the good part! It’s this exact combination of ready-to-go content and strategic relationships that will lay the foundation for moving forward with one of today’s most efficient and affordable list building strategies available. Using a snippet about our recent 43% spike in e-bulletin subscriptions and 3 simple steps you can follow, let’s now review the power of contributed articles.

Just how did cardcommunications achieve a 43% spike in new subscriptions you ask? The answer is quite simple. After jumping on the opportunity to contribute an article to a technology partner’s e-newsletter, we went ahead and picked an article that we knew their readers would enjoy. Then we slightly re-purposed the article, added a “Sign up for our
e-bulletin” button and prepared an auto-reply saying “Thanks for signing up”. And last but not least, we sat back and watched new subscriptions skyrocket! Now it’s not everyday that a partner approaches you to contribute an article but don’t worry, the same principles apply. Using these 3 steps let me explain how you can make contributed articles work for you:

1. Review your inventory of content – Ideally try to leverage already proofed and approved articles that are on your web site or in some other piece of marketing collateral. This content will become the bait that entices editors of partner
   e-newsletters (more on this in point #2). Nothing wrong with turnkey content that’s well-written and ready to go! Give editors a choice or write something new if you have to. Hint – recycling existing articles is a big time saver!



2. Explore your inventory of strategic partner relationships– Let partners know you have a ton of great content their readers would love and who knows they might just take you up on the offer! Look for a win-win relationship so that you can make an editor’s day by passing content to them on a silver platter AND in exchange you get great exposure to an audience you couldn’t previously reach. Ideally you want to think about partner relationships where you share common goals and a common audience. Hint - Negotiate a sign-up button into the deal! Since your goal is email acquisition, this is really important! So in addition to contributing an article, you also want to have the opportunity to include a button saying something like “Want more tips/articles/studies from us? Sign up for our monthly email”. At a a minimum, be sure there is a byline with your name and a link to your company’s web site.



3. Be prepared to start building new relationships right away – Once you earn the respect of your partner’s readers and convert them into new subscribers via the sign-up button, be sure to have measures in place so that you can immediately welcome and thank them for their interest. Hint – a simple automated reply is the perfect way to let your personality shine while also opening the door for dialogue!

Why contributed articles should be part of any solid acquisition plan?

By contributing an article to a partner’s e-newsletter, you are essentially being endorsed by that partner. And that endorsement means you gain access to that partner’s trusted subscriber relationships. Seeking the right partner, contributing a knock ‘em dead article and respecting the new opportunities that surface are all part of true acquisition magic. Need help with acquisition planning? You know who to call!