Suggested Content Calendar for Promoting Constant Contact: Balancing Promotion & Thought Leadership
This simple calendar outlines a phased approach to introducing Constant Contact, ensuring your audience understands its value without feeling overwhelmed. It specifically calls out when to leverage promotional content to drive action and when to use thought leadership to build credibility and engagement.
Promotional content focuses on your particular offer as well as the features and benefits of Constant Contact. It explains how their business can grow by using Constant Contact’s suite of tools.
Educational content helps provide thought leadership that can help your members get a better understanding of digital marketing best-practices. They can apply what they learn whether they have Constant Contact or not. Educating your members on the value and use-cases for digital marketing helps make Constant Contact the obvious choice to help them grow their business. Feel free to use one of our top performing blog posts as a thought leadership piece in your newsletter - and don’t forget to add your “pn value” to the URL to receive credit for any new accounts.
After familiarizing yourself with the content calendar suggestions below, check out our positioning guides (nonprofit, businesses) for copy-paste content to use.
Contents:
Phase 1: Introduction & Awareness (Weeks 1-2)
Goal: Broad initial reach, pique interest, and establish Constant Contact as a valuable resource.
Formats:
Website Tile: Immediate & Permanent Placement. Place this on your member benefits page, resources section, or a prominent sidebar. This is a continuous, evergreen touchpoint. This is primarily promotional content as its main goal is to drive immediate awareness and clicks.
Social Posts (2-3 posts): Week 1. Use the "Social Post" options. Vary the copy (simplicity, time-saving, multi-channel) and visuals. Tag @ConstantContact. These should be a mix of promotional content (e.g., "Streamline your marketing with Constant Contact!") and light thought leadership (e.g., "3 quick tips for better email engagement – powered by tools like Constant Contact.").
Email / Newsletter - Short Content: Week 2. Send to your full member list. This is the primary introduction, driving traffic to your landing page or the Constant Contact site. This email should be predominantly promotional content, clearly introducing Constant Contact and its core benefits.
Phase 2: Deep Dive & Value Proposition (Weeks 3-4)
Goal: Provide more detail, address common pain points, and highlight specific benefits, positioning Constant Contact as a solution.
Formats:
Website Lander / Listing: Live from Week 1. This should be the destination for clicks from your emails and social posts. Ensure it's comprehensive and easy to navigate. This functions as a central hub for both promotional content (product features, pricing) and foundational thought leadership (explaining how the features solve common business challenges).
Email / Newsletter - Long Content: Week 3. Send to members who engaged with the short email (e.g., opened or clicked) or to your full list if you prefer a more in-depth initial outreach. Use the "About" and "Feature Story" sections to inform. This is an excellent opportunity to weave in more thought leadership content (e.g., a short article on "The Power of Integrated Marketing" with Constant Contact as the featured solution) alongside more detailed promotional content about specific features.
Phase 3: Reinforcement & Call to Action (Ongoing)
Goal: Maintain top-of-mind awareness and encourage conversion through consistent value delivery.
Formats:
Social Posts (1-2 posts/month): Ongoing. Rotate through different "Social Post" variations and "Value" points. Repurpose successful posts. Aim for a 60/40 split, where 60% is thought leadership (e.g., "Best practices for building an engaged email list") and 40% is promotional (e.g., "Ready to try Constant Contact? Link in bio!").
Mention in Relevant Communications: Ongoing. Briefly mention Constant Contact in other member newsletters, event registrations, or resource roundups where marketing tools are relevant. These mentions are primarily promotional, acting as subtle nudges.
Dedicated Section in New Member Onboarding: Ongoing. For new members, integrate a recommendation for Constant Contact into their onboarding journey. This is a strategic promotional placement, suggesting a valuable tool from the outset.
Key Recommendations for Partners:
You don’t have to reinvent the wheel: Use and share resources that Constant Contact provides, like positioning, copy-paste marketing copy, blog posts, and social posts. Reposting a link to a blog article with a message highlighting how the content can be useful to your audience is easier than writing something new!
Integrate Naturally: Weave Constant Contact into existing content streams (e.g., "Tool of the Month," "Grow Your Business Tip"). This approach allows for a blend of promotional content within existing thought leadership frameworks.
Personalize: Where possible, segment your audience and tailor the message to specific member needs (e.g., "For our retail members..." or "For our service-based members..."). This makes both your promotional calls to action and your thought leadership more relevant and impactful.
Highlight Specific Values: When focusing on the value of Constant Contact or marketing in general, choose the three points that resonate most with your unique audience's pains and goals. Frame these values within both promotional messages (e.g., "Solve X problem with Constant Contact's Y feature!") and thought leadership (e.g., an article on "How to Achieve X with Effective Marketing Tools").
Track Performance: Monitor clicks and engagement on your Constant Contact referral links to understand what resonates best with your audience. This data will inform your future content strategy for both promotional and thought leadership efforts.
Be a User Story: If your organization uses Constant Contact, encourage partners to share their own experiences and benefits. Authenticity builds trust. A user story can serve as powerful thought leadership, demonstrating real-world value, which naturally leads to a promotional outcome.
