Chapter Three: Upon trying to create my first email campaign (one of my regular editorial calendar newsletters to tell my PR friends of upcoming assignments) I ran into a snag: LoopFuse lacks the type of drag and drop email design tool I had become used to in Constant Contact. While it supposedly has tools for designing and formatting newsletters, I couldn’t find them despite multiple good faith attempts by their tech support folks.
I spent several hours trying to export the HTML code for my existing newsletter from Constant Contact into LoopFuse. No go. I next tried downloading various HTML templates from the Web to LoopFuse and customizing them. Still too clumsy to edit. So I tried several editors to customize the templates. Close, but too much of a learning curve with so much else to do. As a stop-gap, I created emails using my existing template in Constant Contact, trusting LoopFuse will track readership through the tracking codes on my WordPress site even though I didn’t create the email in LoopFuse.
(LoopFuse tells me they have no plans to upgrade their email editing capabilities. They did, however, quickly link me up with one of their partners who is looking for a workaround. If anyone can tell me what obvious steps I’m missing, or how they tackle this, I’m all ears.)
In the meantime, after finishing several stories on my content map, I tried to post them only to run into sudden problems with formatting and preserving links in WordPress, and realized that on my Web site sub-pages weren’t showing up properly on the page menus. This meant several quasi-panicked emails to my on-call WordPress guru, and several hours explaining my needs and evaluating how several plug-ins would, and wouldn’t work.
Meanwhile, helpful emails about how to do SEO continued to cross my email, leading me to wonder just how important SEO is for someone like me selling niche services largely through word of mouth. For now, I’m doing the minimum (trying to optimize URLs and adding relevant keywords into my text) and focusing primarily on developing and implementing my content marketing plan.
Speaking of which, one expert commentary I just saw recommended 8-12 contacts with prospects over a four-week period to maximum effectiveness. That’s a good reminder to focus and refine my plan for delivering this content. Which means I need to get back to creating content for my first campaign, not to mention delivering some white papers whose deadlines have snuck up while I’ve been doing all this troubleshooting.
This week’s lesson: While you’re thinking Big Thoughts about personas, scoring metrics and lead flows, keep your tecchie troubleshooters close at hand. Good thing it’s only 12 degrees in Boston so I’m not tempted to venture outside and away from the computer.
Filed under: Content Marketing
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