Yes, you’ve heard endlessly that on a website, a blog or a newsletter, content happens to be king, and you need enough of it to stay popular.
But putting out an email newsletter and keeping an eye on the content is an exceedingly tough business. When you have an email newsletter deadline looming, the months just seem to get shorter and shorter and the time seems to run out ever more quickly. If producing enough content for your HTML email newsletter is quickly beginning to overwhelm you, here are the tips you need to get on top of situation again.
The first thing to think about is the goal for your newsletter.
By thinking about your goals and your audience you can determine the type of content that is best suited for your newsletter. Keep a list of topic ideas for you and your team.
If getting your email newsletter ready on time always seems a problem, you need to get at least one person solely responsible for getting the newsletter out when it is due. That person needs to be good at writing, and good at HTML coding (or familiar with an email marketing system).
You also need to authorize that person with control over everything that goes into the magazine. If you can’t find such a person within your ranks, you’ll need to hire someone from the outside.
Right after you send out an issue, everyone’s primed and in the state of mind they need to be in to think and write creatively. That’s about the right time to think about the next issue. In thinking about all subjects that went into the previous newsletter, you’ll have ideas that there wasn’t enough room in that issue for. Write those down and begin to work on them.
You need to have a content formula in place. Get a few (or if possible, many) SEO best practices ideas, a couple of interesting articles, a few departments that you regularly get readership interest in, and so on. Whatever went over well in the previous issue, try to bring out more that. The best way to get some predictability into the system would be to time the whole process to the calendar and to keep to it.
No matter what you decide on, make sure that it’s newsworthy. It’s important whenever you sit down to think about what goes into the next issue, that you write down everything down that you can think of. It should be a great resource to consult any time you appear to be short on new stuff for an upcoming issue.
Stela Benitez is the online content and social media manager for UberWP.
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