Introduction
Over time, you may write hundreds or even thousands of email messages or blog posts. And even though some subscribers may save these messages in a special folder or in their inbox, chances are, most won't, but may wish they had. Creating a content archive provides a convenient way for subscribers to revisit old, but still valuable content without having to remember to save it for themselves.
You can easily create an archive on your website or blog page that lists the date and year of creation. Allow subscribers to view these messages whenever they like to gain further insights, more knowledge or just to review what you've mentioned about a particular topic.
In addition to providing a database filled with useful information, you may earn some additional sales along the way. Subscribers oftentimes forget to make a purchase or reorder items they need until it's too late. But if you continuously provide quality information, whether it's brand new or from a year ago, subscribers may suddenly remember to place an order with you. Consider this a soft-sales approach for those that don't like to send too many sales messages or promotional materials that practically beg people to buy something. With an archive, you can gently let people know that your business is alive and well - while still providing quality information and customer service.
What are Content Archives?
Content archives are simply a collection of past email messages, newsletters, blog posts and other information you can provide access to in one convenient location.
Other items to include in an archive:
- Ebooks
- Whitepapers
- Transcripts from webinars/podcasts
- Survey/poll results
You can include any information you want in an archive - as long as it's still relevant to your niche market.
Once you create an archive, continue to add to it as often as you like. Allow people to visit and read articles and other information anytime they want.
Why Should I Create an Archive?
One of the best reasons to implement an archive is to provide an endless amount of information to those that need it most. Depending on your niche, the amount of information available may be limited. In fact, you may be one of the only experts online that can provide this information. Position yourself as an expert by compiling information in one location for everyone to read, share, and learn.
Other reasons to create an online archive:
- Great way to market your business in a passive way
- Reference to send people to when they have questions
- Encourages people to review past articles, blog posts
- Value-added incentive for subscribers and others to learn more about your business
As you can see, there are many reasons why you should compile older email messages into one location. These days, people look for more than just a slick sales pitch and a few pieces of information - they want answers and solutions to common problems they face. But instead of heading off to the library or local bookstore, people want to find this information without leaving home or when on-the-go.
For example, if a non-subscriber is looking for information about fly fishing and stumbles on an email message you'd written a few years ago in your archive, they may stick around and read other messages, visit your website, sign up for your email list, and maybe place an order. Providing quality information in a variety of ways helps attract people desperately looking for information that's not available without access to membership websites, or those that require academic or government credentials to enter.
5 Tips for Creating and Managing an Archive
Creating an online archive is very easy. First, you need to gather the information. Go through email messages and other content to determine which ones still contain valuable information. Create separate pages for each message or blog post. Create a space on your website or blog page. Upload pages separately so each one has a unique link. Create categories to make messages easier to find, add hyper-links to get people to read additional pages if you want.
Archive Categories
Categorizing content makes it easier for people to search for specific topics. Depending on the messages, you may have ten or fifty unique categories. Try to group messages that have similar topics, discussion points, or dates in common. This makes it easier to find messages later on.
Hyper-Linking
Hyper-linking within message pages allows you to create a more interactive experience for people. Link content using single or short phrases to other content. This helps people navigate through your archive easily.
In addition to hyper-linking, you can also make topic recommendations at the end of a message. Include the links of three to five other messages people may be interested in reading. This encourages people to linger in the archive longer.
Email Marketing
Add an archive button to email messages to promote the archive and to give people easy access to the pages. Send an initial message letting people know that you've created an archive and encourage people to forward the message to others that may be interested.
Continue to promote your archive every few months by sending a list of topics people can search for. Let people know that you're actively maintaining the archive so they check it often for new (or older) messages.
Add information about your archive to landing pages so new subscribers know they have a resource to go to when they have questions or concerns. Start building a trusting relationship right away by letting people know that they can turn to you (whether emailing you directly or not) to learn more. What's really great about an archive is that people can access this information whenever they want - day or night.
No more having to wait for email responses or messages posted on social media pages. The information is right there when people need it. Not only does this make your business a more valuable resource, it also makes your business seem more reputable and trustworthy - two qualities that will definitely boost sales.
Advertise Your Business
Include a sign-up link or button on archived messages to encourage people to sign up for your mailing list. You can also include links to your website and other online marketing channels. This is a great way to market your business to those that find the archive while searching for answers online.
Monitor page views to determine where people come from so you can advertise your business elsewhere online. If you notice people click-through from social media pages or by using specific keyword searches, consider pay-per-click advertising to increase traffic to your website.
Encourage Feedback
Ask people to leave comments on archived pages to further discussions. You can also send a survey to subscribers asking how many times they've visited the archive, how satisfied they were with it, and if there is anything they would change about it.
Building Awareness of Your Information Archive
After uploading content, you will have to spend some time making sure people know the archive exists. Use online marketing channels like social media and blog pages, websites, and online forums to let people know how they can access the information.
Use your email marketing campaign to get subscribers excited about the archive. Send periodic reminders that the archive exists. If subscribers have questions, direct them to specific messages within the archive that provide some answers. Provide links to specific messages when responding to questions on online forums or social media pages.
Providing people with a resource they can go back to again and again is a great gift, especially when the information isn't readily available online or unavailable through traditional means like the library. In addition to archiving messages, you can also create video, audio, instructional (how-to illustrations), or interview archives that provide information in various ways.
Maxmail HQ
Maxmail HQ is a premier email marketing service you can use throughout your entire email marketing campaign. From sending unique content to autoresponders encouraging subscribers to visit your archive, this service provides all the tools necessary to create, manage, and build an email campaign. Features include:
- Ability to customize list fields for segmentation purposes
- Email templates for easy design
- Design features such as Drag & Drop editing
- Ability to import and save images and other files
- Integration with social media
- Ability to create and send autoresponder messages
- Advanced list cleaning
- Organize and manage multiple lists at the same time
- Adjust send frequency as needed
Maxmail HQ takes the guess work out of creating and managing an email campaign. Armed with the knowledge you gained from this guide in conjunction with the features Maxmail HQ has to offer, you can start promoting your information archive online in no time!
For more information, check out these instructional Maxmail HQ videos:
Maxmail HQ: Customer Engagement
Maxmail HQ: The Power of Customer Satisfaction
Maxmail HQ: SMS for Instant Gratification
Maxmail HQ: ROI Driven Marketing
Maxmail HQ: Easy Mail Marketing, Social Media, SMS and Surveys
Maxmail HQ: High Volume Email Marketing