"Maximize Content. Minimize Stress." - cont'd
1. Develop a content formula that works for you and your readers. Some tried-and-true ingredients include expertise, tips, case studies, success stories, industry news, Q&A's, industry statistics, industry trends, how-to articles, did-you-knows, short surveys, "ask the expert" columns and contributed articles by experts (from either inside or outside your company). Tip - not sure what to include in your e-newsletter? Do a quick survey using your database and ask your readers what they'd like to hear about!
2. Invite industry experts to contribute to your e-newsletter. Experts will often provide content in exchange for exposure, making this a very affordable content builder. Tip - if you come across an interesting article you'd like to reference in your e-newsletter, remember to request permission. Be aware that in some cases, you may be asked to pay a fee to avoid copyright violation.
3. Leverage your learning experiences by writing articles that cover a seminar or course you personally attended. By writing an overview, you'll demonstrate leadership and added value to your readers. Tip - take your overview to new levels by going a step further and coordinating an interview with the speaker from the seminar you attended. Odds are they will be flattered by the opportunity.
It's easy to forget some of these simple ideas, but let's all make an effort to simplify our lives. I know I will be thinking about tips 2 & 3 myself! In fact, I'm speaking to fellow industry experts with plans to take action on tip 2 in the near future.
Carolyn Gardner (cgardner@cardcommunications.com), President of cardcommunications inc. (www.cardcommunications.com), has over 14 years of experience in marketing communications and specific expertise in the planning and execution of highly effective e-marketing campaigns. cardcommunications offers expertise for individuals and organizations planning to execute e-marketing programs that include newsletters and promotional campaigns.
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