Integrated content marketing is key to driving sales for Scotts Miracle-Go, says Kip Edwardson, director of interactive marketing at Scotts. The company told ExactTarget that email content is the heart of its mutli-channel approach to marketing, but content is used to fuel every channel in its online campaigns.
Scotts has longstanding success with email marketing, and the company invests in newsletters that will be highly relevant to its subscribers. Edwardson explains the business drives conversions by sending timely messages that cover industry trends and developments, delivering seasonal content according to when subscribers are most likely to need weed killer, grass seed and more.
Then, Scotts uses email to drive consumers to its website and social pages – and vice versa. Scotts invites Facebook fans to become email subscribers, publishing registration info on its branded page. The company reports that 50 percent of fans subscribe. Additionally, the benefits of Scotts’ emails (which are the “backbone” of its marketing program, according to Edwardson) are outlined on the company’s website, encouraging visitors to subscribe.
While the brand goes out of its way to encourage multi-channel engagement, it also fuels each marketing outlet with relevant content. “For us, it’s all about giving people what they want through their preferred communication medium. For many people who like Scotts, email is enough… Then there are those people who just rely on our robust web content. And those are all just fine with us – as long as they keep buying Scotts,” Edwardson told ExactTarget.
Marketers should take note that the company sees success with its integrated content marketing campaigns, and other businesses – big and small – report similar results. As ContentLEAD has reported, some B2B companies say that up to 70 percent of new business is generated by blog marketing.