Email marketing is a great vehicle for lead generation — one that deserves premium fuel. That’s where content creation comes in.

Content creation is what fuels your email lead generation campaigns, as it keeps you top of mind with existing customers, who share your content and send you referral business. And it helps to build new relationships, nurturing prospects as they make their way through the funnel towards conversion.

But content creation isn’t easy for everyone. It can be time consuming. Worse still, there’s no way to guarantee your content will be read. Or is there?

Here are four ways you can speed up content creation and increase the odds that your content will be read and appreciated.

1. Start With a Content Creation Calendar

If you want to speed up content creation, stop trying to do it on the fly. Instead, create an editorial calendar and work as far ahead as you can.

Keep in mind, your editorial calendar must go deeper than a list of publishing dates. You want fleshed out topics with strong, usable headlines, a general outline of the post and any background research you’ve collected.

2. Consider Outsourcing

Having topics, headlines, outlines and resources at hand not only speeds up the content creation process, but it also makes it easy to outsource the actual writing if necessary.

Using a select group of talented freelancers can speed up the copy development and take some of the stress off of your in-house staff, who are probably needed elsewhere anyway.

3. Write Scannable Content

Whether you handle content creation personally, in-house or through outsourcing, you want the copy to be easy to read and easy to comprehend. But even the most well-written and informative content can lose its readers if it isn’t formatted properly.

Remember, today’s email recipients are reading on mobile devices more often than not. They’re on the go. Often distracted. So, you’re not always giving you their full attention.

To counteract this lack of attention, you have to create content that’s easy to scan and understand. That means:

• Writing subheads that not only help readers find key information, but also tells a story on their own.
• Using concise sentences and short paragraphs.
• Creating space between text with line breaks.
• Incorporating bullet points to draw attention to certain points.
• Highlighting important text with bold-faced type (but don’t overdo it) so that it’s easy to spot at a glance.
• Making sure your call-to-action is easy to see, understand and click through.

4. Expand Your Email Audience

If you want more people to read what you write, you need to reach more people.

Email Lead Generation allows you to reach out to cold and/or purchased contacts, safely and effectively, which means you can expand your audience at will and get the most out of your content.

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