Four Steps to Marketing Success
Six tips for producing more effective newsletter content
Client Profile: IBM Solution Provider
Six tips for producing more effective newsletter content
Online newsletters have proven to be valuable—and cost-effective—tools for generating leads and communicating with customers. Whether you’re already doing a newsletter or thinking about starting one, creating effective content is likely to be one of your biggest challenges. Here are six ways to ensure that your newsletter articles are on target:
1. Identify your audience and purpose.
Make sure you have clearly identified the targets for your publication. Are you mailing to existing customers to help them stay informed while upselling your products and services? Or, are you going after potential new customers? The answer should have an impact on your editorial policies and, of course, your content.
2. Ask for input.
Before you begin developing your newsletter (or as a “sanity check” on an existing publication), solicit opinions from members of your target audience. In most large companies, newsletter editors aren’t working directly with customers and prospects on the “front lines.” Whether you’re going after existing or prospective clients, it’s best to work with your customer-facing sales and support teams to get the input you need.
3. Be subtle in your selling.
Make no mistake: Online newsletters are ultimately sales tools. They help keep your company—its messages and capabilities—in front of key audiences. But your newsletter shouldn’t be a lengthy “ad” about your solutions and services. You need to weave your messages into your articles, adding complementary product information in small doses. If you sell too hard, your audience will likely stop reading.
4. Balance up-to-the-minute news and “evergreen” content.
As you plan content, try to include some stories that are truly news, as well as others with a longer shelf life. The news stories will help make your newsletter relevant and timely, while the “evergreen” articles will help increase the pass-along rates. And don’t underestimate the value of recycling content. If you can repurpose an older article, it can save you time—and help reinforce key messages to readers.
5. Leverage your partners.
Some of our clients have been very successful in getting partners to contribute content to their newsletters. This is a great way to demonstrate your close working relationships while reducing your own resource requirements. One caveat, though: Be wary of soliciting articles from your customers. Long, complex approval cycles can quickly derail your editorial timeline!
6. Invest in quality writing.
It may seem obvious, but in addition to great topics, your newsletter also needs great writing. Unless you’re distributing a highly academic publication, articles should have a lively, informative tone. In short, they should be fun to read. To that end, make sure you line up your best internal resources for the task. And, if you don’t have the right talent in-house, enlist the help of a third party offering superior writing skills and expertise in your industry.
For more information about online newsletters—from developing an effective strategy to crafting top-notch content—contact us at info@launchintl.com.
