Using Content Marketing to Grow Your Email List

two email marketers creating content

September 6, 2022

According to the Content Marketing Institute, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

So, how do you take someone from reading content to making the leap to give you their email address? Here are some tips for growing your email list using content marketing…

Create Great Content

We realize this sounds like a no-brainer. It isn’t. Creating great content can be a time-consuming, challenging endeavor. You have to work hard to make your content entertaining and valuable to your target audience so they want to consume it and, in turn, tell others about it.

Quality content can come in many different forms, but one way to get people added to your email list is by offering a free digital product. Whether it's a blog article, report, free guide, checklist, eBook, video, or some other type of free download. Having something to offer in exchange for their email information is always worth the effort.

Share Your Content

Another aspect of your content marketing strategy is how you plan on sharing your content. Sharing it across your social platforms allows more eyes to see your content and potentially sign up.

If your social media channels don’t have many people engaging with your posts, Facebook ads offer cost-effective options to boost your content posts in order to reach a larger audience that would be interested in your content.

Improve Accessibility

When people visit your website, make sure that your content and email signup are easily accessible. That means having clear CTAs (call to actions), providing multiple opportunities, and ensuring everything works properly. If your process is cumbersome, then your target audience will abandon their pursuit and your email list will stagnate.

Don’t Be Afraid to Ask

You’ve spent a lot of time creating valuable content for your audience; so don’t be afraid to ask people to sign up! Many sites downplay email signups in favor of social media icons. But those fans, followers, and likes are not quite as valuable as getting them on your email list. Place your email sign-up form prominently. And better yet, create a popup box or lightbox to really grab their attention.

Craft Content That Attracts Email Subscribers

The key to growing your email list with content marketing starts with providing great, quality content. People will never subscribe or download your content if it doesn’t offer them value.

However, it's not enough to simply create content. You must have a multi-channel strategy to maximize visibility to your target audience and attract email subscribers. 

Schedule a discovery call with Sales & Marketing Technologies to discuss content marketing solutions that will grow your email list! 

Editor's Note: This post was originally published in April 2016 and has been updated for accuracy and comprehensiveness.  

Did you like this post?

Sign up for our Tips and Trends list and we'll let you know each week when we have a new one.

12 Ways to Get Your Business Growing Again


Web Design (26)
Web Development (35)
Misc. Website (21)
Search Engine Optimization (96)
Social Media Marketing (111)
Local Search Marketing (24)
Content Marketing (35)
PPC Advertising (31)
Digital Marketing (123)
Marketing Automation (25)
Sales Automation (20)
Company News (10)
Other (27)