A quality newsletter needs more than coupons and ads, it needs something more that readers can’t get from your blog or website. Different types of content are appropriate depending on who your newsletter’s audience is. Whether you’re sending it to clients, investors, thought leaders, peers, donors or media, consider these types of content to keep it fresh.
Types of Content to Include in Your Newsletter
- Case Studies or Success Stories
- A Column By An Industry Expert
- A Survey Invitation – and Results
- Blog Recaps from the Week or Month
- Personal Spotlight or Profile
- Letter from the CEO, President, Founder, etc.
- Welcome A New Client or Partnership
- How can it benefit you?
- Announce Upcoming Events
- Checklists, Listicles, Anything with Numbers!
Everyone loves a good success story. Current customers or clients can see more examples of what your company is capable of and your peers get to see how you tackled a problem. Use this type of content to emphasize the metrics of why something was a success. When current customers know what is important for a successful campaign and the reasoning behind it, they will be able to apply the concepts to their own experiences.
Do customers regularly come to you with the same questions? Try creating an article that answers X Questions about Y Product or Y Problem. The article is something you can send to future clients and others in the industry. If you don’t want to use the Q&A format, try creating an article that answers commonly asked question in a listicle: X Things You Should Know About Y.
Do you have a thought leader or just a really opinionated manager in your office? Harvest their knowledge and give them their own column in your newsletter. In their space they can share opinions on best practices, teach new tactics and comment on news.
This type of content hits two birds with one stone. Ask readers to fill out your survey or questionnaire, then compile the data into an infographic, white paper, article, etc. When the content is done, use it in the next week’s newsletter to showcase results. Surveys create content for two weeks and position you as a thought leader in your industry.
Did major events occur in your industry this week that will affect both your peers and clients? Review the top three or top five news stories and what their effects will be on the industry. Show that you follow trends and can respond to them quickly as a company.
Profiles focus on a specific person or team in the company and what they do. They can showcase how awesome your organizational structure is, highlight an employee who does something unique for the industry or answer FAQs about what a particular part of your business does. Do customers at a gym managed by your client want to know about personal training? Profile a personal trainer. Do they want to know how about infographics? Profile your graphic designer.
Has the company changed or grown dramatically over the past few months or year? Did the organization reach a milestone or goal that once seemed impossible? Even if your company’s only victory was surviving the quarter, let someone explain where the company has been and where it is going – even if it’s a major corporation. This type of article will add a personal touch to the organization and help you connect emotionally with readers.
Depending on your newsletter’s audience, this can either be done right when the partnership is finalized or when there are proven results. The article would talk about the client or partner and everything they do and then describe what your company will be doing for them. The new partner will appreciate the shout-out and know that you appreciate them.
Seasonal articles are perfect if you only have a quarterly or monthly newsletter. Health non-profits could write about the dangers a particular season has on one’s health, while accountants could write about money management over the holidays. You don’t necessarily need a weekly newsletter to make an impact.
Do you have a webinar on the horizon? How about a major fundraiser? You can either use your newsletter to announce events as they get close or announce the schedule for the quarter in one foul swoop. A theater would want to announce the shows for a season but a marketing agency might want to announce a webinar a week or two before it happens.
The goal of your newsletter is to bring links to the inboxes of readers that will entice them to click through to your blog or website. People respond well to numbers and know that they can quickly skim over articles to see if it’s worth their time to read. Try creating a hurricane preparedness checklist, a tax season list, even a household cleaning supplies list if it applies to your client or company.
Either interview someone in the industry to pick their brain about upcoming trends or best practices, or interview an expert to teach readers how to do something. For example, a smoke alarm company could interview a firefighter about fireproofing a house for children or staying safe around the holidays. Interviews don’t have to be with big names in the industry if they’re helpful and educational to readers.
Consider adding a section for “Best X Around the Internet for Y” if you have a monthly or quarterly newsletter. No matter your industry you can pick a theme and link to tools, apps or articles that readers will appreciate. A local gym could create “Best Apps to Track your Diet” in one newsletter and then “Two Articles that Debate the Gym Etiquette of Cell Phones” in the next one.