For fans of targetted communications, GDPR will mean that a much smaller 'distribution' will result in far higher engagement by interested prospects. You may not have noticed it, but a very significant piece of EU legislation governing the delivery of content and other marketing communications is now just 4 months away from passing into law across the EU. And for marketers relying on content distribution by email and resultant inbound traffic into and out of the EU, the consequences are very far reaching indeed. On the surface, the EU’s new General Data Protection Regulation (GDPR) is designed to return ownership of personal data back to the individual, and relates to companies’ use of our
So, you’ve followed all the content and inbound rules, used all the tools and created attractive engaging content: buyer persona explored? check; compelling content? check; infographics? check; carefully crafted headline? check - it’s time to send it out into the marketplace. According to the US Content Marketing Institute in their B2B Report for 2017 the principal channels for distributing content are: email (at 93%) and social (LinkedIn at 89%, followed by Twitter 77% and so on down the line). Let’s publish! So far so good. Until you look at what this actually means in terms of real engagement by your audience. If we take a look at the Smart Insights 2017 Email Marketing Report, based
