December 20, 2011

Keep Your Content Fresh


Creating content can be a real show-stopper when it comes to kicking off projects like a new newsletter, website or blog. I often hear some version of this: “What the heck am I going to write about?”

Fresh, interesting content is important to ensure your newsletter stays relevant to your audience. You want your newsletter to be opened with a sense of anticipation. Remember that you have to compete with millions of other emails.

How can you distinguish yourself? It’s not enough to create content about your business and products. Here are some suggestions for you to consider:

Have a clear focus
Of the many possible goals for a newsletter, what do you want yours to specifically achieve? Measure every piece of content against this yardstick to avoid ‘scope creep’.

Write to your reader
What are the wants and needs of the person reading your email? Think about the conversations you have with customers and colleagues. You can discuss these same topics by email.

Tell stories
Stories transform you from being a business to being a person. Share customer success stories and bring your readers behind the scenes.

Build community
Invite customers and colleagues to contribute to your content.

Play on pop culture
Consider current pop culture topics and see if you can relate to them. Avoid controversial topics and make it entertaining.

Ask for advice and ideas
Ask customers and colleagues for their feedback about your newsletter and suggestions for content.


Originally published in Work Better, Not Harder on December 20, 2011

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