Content Marketing: Build your Email List

You need to build your email list.

One of the most important things you can for your business is to build your email list. When people tell you that, “the money is in the list” they’re not just blowing smoke or using keywords. They are telling you the truth. When you build an email list you have access to your audience 24 hours a day, 7 days a week, 365 days a year. Most importantly, you own that list. And content marketing builds your email list, easily and effectively.

List building is so important that you should think of it as your main goal when working on your business. Whether it’s marketing, brand awareness, and adding value to your audience, you should think about how it will build your list. While your website is the hub of operations, your email list is the foundation for the longevity of your business.

Why List Building?

If you build a strong email list you can almost give yourself a raise whenever you want on. If you understand your audience fully, know their problems, and know great ways to solve them, you can send that solution out to your list.

But, you need to do it right so that only targeted list members are lucky enough to be on your list. That way, you choose only the right products and services to market to them. And you’ll also provide a lot of value outside of what you sell to them.

Why List Building Needs to Be a Priority

When you make it a priority to get your audience on your email list, you can bring them back to your site again and again. You can also make offers, educate them, and provide a lot of value to them without having to constantly chase customers. People who sign up for your email list, assuming they’re targeted, and your offers are consistently awesome, can also help you spread the word about new offers. And that helps you get more buzz.

What Is In-Content List Building

List building is an important part of building a successful business today. Whether the business is online or offline, bricks and mortar or completely digital, it doesn’t matter. Every business needs to focus on list building. When they do, they ensure they have an active and responsive audience that is growing. Then they can keep their business going and even somewhat predict their income!

Content marketing builds your email list through the use of content upgrades. You may have heard of “content upgrades”, “lead magnets”, “opt-ins”, or “freebies” to build your list. In-content list building is simply putting the freebies within the content of your website. They can live on your blog posts, within cornerstone content, on your about page and elsewhere.

Let’s look at a few examples:

The best way to explain how this works is to give you a few examples of in-content opt-in offers that help build your list.

Example #1:

Your website is targeted toward people who are on low-carb diets. You write and publish cornerstone content about several different types of low-carb diets and the reasoning behind them. Within the content, you can link to an opt-in offer that gives even more in-depth information about the low-carb diet. For example, you could offer a “low-carb diet starter kit”. The kit could include a 7-day menu, a shopping list, and recipes along with tips to stick to the diet.

Example #2:

Maybe you are a coach for bloggers. So you write a blog post about how to choose a good web host. Your opt-in offer could be an extensive comparison sheet of the various type of hosts, their pros, cons, costs, and whether they have good customer service or not.

Example #3:

Your website is directed toward mothers who are homeschooling elementary age children. You write a blog post about teaching letters and numbers to your children. Your freebie linked to within the content of that blog post could be coloring sheets with letters and numbers on them that your audience can download, print, and let their children color.

In-content List Builders are IN the Content You Write

As you see, it’s still a freebie, opt-in, or lead magnet, it’s just presented in a new way. Instead of site-wide, it’s included within the content the potential customer is reading at the time. Offering additional information that adds value to what the viewer is consuming at the moment makes it more likely they’ll sign up. They want that freebie because it’s so relevant to them right at that moment.

By having several in-content opt-in options you not only give your general audience more opportunities to get onto your email list, but you give different segments of your audience an even better reason to sign up. In-content offers, due to how laser targeted they are, make these types of list members even more valuable and typically more responsive to your offers.

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How Content Plays a Role in List Building

In-content list building is an effective way to ensure that your business keeps growing, because content marketing builds your email list. And you continue to add exceptional value using and reusing the content that you create. It may seem like a lot of work, but the truth is, it’s more effective than almost any other list building method. And content marketing will build your list big and healthy.

Content plays a role in list building in many ways. It’s content that brings people to your website. And it’s content that they’ll download onto their computer when they get on your email list. And that content that you’re going to send in email will add value to their lives. That lets you make offers that help them solve their problems.

Why In-Content List Building Works

When you’re focused on list building it’s better to have many points of entry to your list, just like it’s best to have many points of entry to your website. The more people see your content offers, the more likely they will sign up. It takes on average 7 points of contact for someone to opt-in, so the more often you offer, the more likely they’ll sign up.

Ends Side Bar Blindness

Consumers are smart and can block out the information on your sidebar to read your content. The fact is, most people don’t want to be sold to. That’s why they become blind to offers. In fact, when you use the word offer they often just stop looking. But, putting your offers within the content of your blog or website will help avoid this problem.

Grabs Your Audience’s Attention

When you put additional information especially free information within the content of your website be it on a blog post, as a content upgrade to give additional information, or under your blog posts it’ll become more apparent to your audience that this is something they should pay attention to.

Provides Relevancy

Putting an opt-in within the content of your post or website also helps provide relevancy. When creating a freebie this way, you’re forced to be laser targeted so that it has something to do with what the audience member is currently looking at. That makes it more likely that they’ll download it and get on your list.

They’re Already Interested

Another reason in-content lead magnets work so well is that the person reading the content that the lead magnet exists in happens to already be very interested in what they’re reading. This makes them much more likely to download the lead magnet and sign up for your email list.

Gives Deeper Understanding

This type of lead magnet is very laser targeted and designed to give a deeper understanding of your customers’ problems and pain points as well as the solutions. It also helps them understand what type of quality you provide to your audience.

Provides Multiple Points of Entry

When you put several in-content lead magnets on your website based on your goals and objectives it gives your audience multiple points of entry into your email list. You can service several segments of your audience due to this.

Offers More Opportunity to Show Your Expertise

Another factor with in-content email list building is that the more opt-in offers you provide it also gives you more opportunity to show your audience your expertise level. The deeper you can go with the information the better.

Get Creative with List Building.

Content marketing builds your email list by adding value and natural opportunities. List building is an art form that you may need to shake up every now and then to get your audience’s attention. If you look at the large websites such as and others, you’ll see a great example of how they use in-content opt-in offers to build their email list.

How will you build your list?

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