content content content

I think the next step to approach after you have determined your goals is to look at your content.

Take inventory of what you have that lines up with your goals. What can be repurposed? What can be leveraged from other campaigns, like a tradeshow?

Once you have your inventory, you can look how to map it to your goals. From that you can see where you have gaps and make a plan to fill them.

I think it is a good idea to have several emails in the pipe rather than pulling the trigger on the first one and then looking at what to do next.

Think about creating an editorial calendar to map out your content.

With these pieces in place you are well on your way to creating a successful campaign.