For B2B companies, getting better results from content marketing is an ongoing effort. At Proven Systems, we frequently field questions from clients about their email newsletters:

• How can I get more readers to interact with my newsletter?
• How can I increase the number of qualified leads I get from my company newsletter?
• What are the best ways to drive more traffic to our corporate website?

There are two foundational ways to increase results for email newsletters: through technology and through content and design.

Technology
Sending B2B emails can be tricky if you aren’t aware of the many pitfalls that may crop up to keep your email from being read by as many people as possible. At Proven Systems, we have a team of four deliverability experts that constantly monitor, identify, and solve any issues that keep email from going to inboxes.

Designers may think that putting together an email newsletter is like designing a website, and that is simply not the case. We’ve instituted new testing solutions — both for the newsletter and for email lists — to ensure that our clients’ newsletters arrive in the correct destination: readers’ inboxes.

Content and design
Getting the email newsletters in front of people is paramount in driving results. But we also need to provide persuasive, actionable content. One of the most common issues marketers have with content marketing, besides improving results, is producing high-quality content.

In his blog, Graham Jones points to “efficacious content” as the No. 1 problem with B2B content marketing. It’s difficult to produce enough content, let alone making it top-notch, inviting content that inspires readers to interact with your company. This level of content production requires time, skill, and experience.

In 2013, people expect to see more results for their content marketing efforts. The time has come to prove demonstrable effects of the articles, email newsletters, social media posts, and blog write-ups. The landscape of email newsletters changes frequently, and it’s crucial for your campaign’s success to keep up with the technology and craft attractive, actionable content. Proven Systems can help you do just that.