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Agile Computing Authors: Elizabeth White, Liz McMillan, Srinivasan Sundara Rajan, Darren Anstee, Pat Romanski

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How Constant Contact Walks the Content Marketing Walk

Constant Contact easy to act home page

Action-oriented Website Transforms Visitors into Buyers.

We've long been impressed with Constant Contact. Almost 5 years ago, we wrote about their excellent eNewsletter as an example of effective content marketing--that even small companies with low budgets could emulate.  They have grown from 25,000 customers in 2004 to 250,000 customers in 2008 and more than 500,000 customers in the third quarter 2012. A combination of great content and great products has empowered that growth. Now more than ever, they not only provide terrific content, but they make it easy for buyers to take action.

Their impressive growth stems directly from their ability to help their customers grow

Because Constant Contact's success is directly tied to the success of its customers, it must provide relevant and valuable content in order to empower their customers to succeed.  I have been a fan and a user of their email marketing and research products for many years.  They do an exceptional job of online marketing, of course. Impressively, they are also experts at in-person content marketing via their regional reps who teach business owners and managers how to market effectively. When we first wrote about Constant Contact, they were doing a great job with their eNewsletter which provided customers with lots of useful tips on successful email marketing. As we noted in our 2007 article:
Content rich eNewsletters are one of the most effective marketing tools in the Internet age.  But they won’t work unless you carefully target the most pressing information needs of your prospective customers. Constant Contact obviously understands that its customers need to communicate effectively electronically in order to drive business growth.   They also understand that most of their customers are not sophisticated marketing experts–and almost certainly are not e-mail marketing experts. Therefore, they provide very practical, nuts and bolts advice on how to communicate effectively via e-mail and eNewsletters.

Today, Constant has a much more extensive range of content and services to help businesses grow:

  • email marketing
  • research tools
  • event marketing
  • social media campaigns
  • local marketing
  • industry-specific templates
  • in-person local seminars
In addition to their action-orient homepage, they make it simple and appealing for visitors to move from prospect to customers for all of their products and services. For example, their Social Campaigns landing page explains what the product does, how it will help, and how to take the next step in a very visual, uncluttered way. How could you not be motivated to give it a test run?  

AND, THEY ACTUALLY USE WHAT THEY SELL!

Of course, Constant Contact eats its own dog food and uses the software that selling to small business executives to demonstrate how to connect effectively via e-mail, eNewsletters, research and social media tools. Even better for marketers, emulating their action-oriented website will help you convert more visitors to buyers once you drive them to your site.    

Read the original blog entry...

More Stories By Newt Barrett

Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser–and much more likely to become buyers. Newt is a successful publishing executive with more than 25 years of experience as both a manager and business owner. He has launched profitable publications in the high tech arena for both CMP and Ziff-Davis. He was an early player on the web in 1996 as Publishing Director of an early Yahoo competitor, NetGuideLive. As an entrepreneur, he launched Southwest Florida Business and BusinessNewsNow.com in the late nineties, later selling them to Gulfshore Media. His publication still thrives under its new name, Gulfshore Business. In addition to his sales and marketing skills, Newt is a published writer for Business Currents and Gulfshore Business magazines. He writes on topics as diverse as healthcare, education, public policy, growth, business best practices, and technology. He knows how to build great brands that serve client marketing needs. He is comfortable driving dramatic market-driven changes. Newt is recognized as a leader with the ability to move teams in new, unexplored directions. He is effective in high level sales and marketing conversations with senior executives in client organizations of all sizes. He delivers successful consulting engagements to improve products, people, and processes.

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