Bat Moms: A Lesson in Leveraging Your Marketing Content

Last weekend my aunt, who is a conservationist, forwarded me a really interesting “Happy Mother’s Day” email about how bats are really great moms – in the dark they can find their single baby (called a “pup”) amongst thousands of hungry bat babies. This is so cool, I thought, I’d really love to share it.

The email was a forward of an email marketing piece from Bat Conservation International (BCI), and other than re-forwarding it, there was no way to share this cute, brief, interesting and educational article.

How can this content be better leveraged? The email from BCI was short, but professionally written and included a professionally designed graphic, so why not get more bang for the buck from this fabulous and carefully prepared content? Here are three suggestions…

1. Instead of placing the entire article in the email, use just a teaser of the first paragraph with a link back to BCI’s website.
2. Better yet, start a “Bat Blog” where each short article can live as original content on BCI’s website and link from the email marketing piece to the blog.
3. Include social media links for easy sharing – email marketing with Constant Contact offers really great social media tools, check it out if you'd like an easy way to leverage your marketing content.

The email did link to a YouTube video and further investigation revealed that BCI has over 9,500 Facebook likes (+1 - yours truly!) – kudos on that stat!

P.S. Per BCI, a mama bat can consume her entire weight in insects every day, so they are great critters to have around!

P.P.S. My next post will be a short blurb linking back to my blog.