I often hear businesses say they want to launch an e-mail newsletter but cannot think of what to put in it. With a bit of planning all businesses should find they have plenty to say!
Here are some content ideas
Write educational, how-to tips and articles.- Create a series about your product/service.
- Highlight products and services which clients may not be aware of.
- Include a client case study.
- Share company successes and awards.
- Interview an employee.
- Share some behind-the-scenes information about your company or product.
- Comment on industry trends and news. This will improve credibility.
This means you can map out your content for the coming months as you think of it. The newsletter then becomes less of a chore when the time comes to write your content.
It also enables you to effectively create follow up articles and avoid repeating what’s gone before.
A content calendar is perfect for any business which has an element of seasonality or deadlines. For example accountants and financial advisers or gardening related businesses.
A word of caution.
It’s easy to get immersed in your own world. So if you’re sharing good news about your business, do explain why it’s relevant to your readers. Apply the “so what?” test!
Don’t say: “We’ve just spent £100,000 moving to new offices”. (So what?).
Do say: “We’ve just moved to purpose built offices at XYZ address and taken on ten new staff. This includes a purpose built call centre meaning we can now respond to your service calls much more quickly”.