One of the best ways to create a climate of trust with your audience is to open a bidirectional communication channel.
Social media has been providing it for a long time. Everyone can now tweet, send messages and tag brands via the channels they visit.
When you're on the commercial side of this interaction, you're having a problem (and it's not quite obvious): These platforms dictate the rules of your relationship with users.
Algorithms change and your reach diminishes, as was the case for many companies when Facebook introduced algorithmic flow . In fact, this change was so serious that for many Facebook pages, their reach was only about 2% of their audience .
Let us not forget that some platforms simply cease to exist, as did Google+ in April 2019 .
In other words, you can not afford to be at the mercy of these platforms. Building your own audience on your own terms is the only way to fully control the reach. This allows you to confidently test the engagement with your content.
The solution: create a unique and attractive electronic newsletter that will position you as the essential resource of your sector.
The key word here is curating, rather than creating from scratch. This guide will show you the benefits and practical tips to maximize the impact of your newsletters with content curation.
Why You Should Focus on Newsletters
E-mail newsletters are often viewed as an outdated marketing strategy, but that could not be further from the truth.
It's the opposite. According to some estimates, claim that Americans are exposed to approximately 4,000 to 10,000 advertisements per day. For most of us, it's safe to say that our brains are over-excited. It's often difficult to connect with others, build relationships and connect, and that's where e-newsletters can help you make an impact.
Why? Because we all aspire to the connection. We are not interested in a company, but when we establish individual communication with them and speak to a real person (rather than a brand name), we appreciate it.
In fact, customers strongly attached to a given company are spending 23% more than average consumers, so creating this connection by means of a newsletter Information can separate you from your competitors.
Not sure if the e-newsletter is the best way you can borrow in your business? Consider these advantages:
You can demonstrate your authority on important topics for your audience
Newsletters build readers' habits and become what they want and want
It is an ideal way to maintain relationships and loyalty
You can track clicks in your newsletter, segment your readers based on their interests and understand their preferences.
Do not forget that even if you maintain your presence on social networks, it is still possible that certain segments of your target audience are not on this platform.
However, they all have email accounts (there are about 2.7 billion social media users against 3.9 billion email users in the world). Once they've found you, you no longer want to know if they are on a social platform of your choice and have decided to follow you there.
Letting them subscribe to a mini-magazine directly from them in their inbox is a much better alternative.
Key elements of very informative newsletters
You are on board. You want to send consistent and attractive e-newsletters. What are the key elements that will make this possible?
First of all: your e-mail should be relevant to your sector, appeal to your audience's interests and share information on topics of interest to them.
Does this mean that you have to do exactly what all the other players in your sector do? Absolutely not (we'll talk about it later). But a good rule is to start with the main categories of topics that your customers and readers already like.
The good places to look at first are:
Categories on your blog
The types of customers you are targeting with your products
Types of problems you solve
If we started today to receive a newsletter based on our products, here is the place where we would have first examined:
And for a company like Mailchimp, this could be a good starting point:
Once you have crossed the relevance threshold, the next step is to create real value for your reader. Many corporate newsletters fall into the trap of talking about themselves .
The harsh reality is that your audience is concerned about the subject first and (hopefully) about you afterwards. Around the world, home brands can be the rare exception.
If someone subscribes to your newsletter hoping for a value, but all that they receive, it is your own praise, they will unsubscribe quickly.
So what does the value look like?
The interest of your e-mail newsletter will be to reveal valuable resources and / or to teach an important skill or methodology – for free. It's something that makes your reader feel better, more able and with something new to share with colleagues and colleagues. That's what creates commitment.
If your newsletter can be shared on social networks and through other channels, your subscribers can increase and amplify the impact of the emails you send.
The individual element of the email newsletter comes to life when you address relevant topics from your personal experience.
Drawing from your own stories, even if you share the content of others, is essential to making your newsletter stand out. When you explain to your readers your challenges, your progress, and your experiences, they begin to see the people behind your brand.
They can tell and remember your e-mails long after reading them. They become your ambassadors.
Rapid and easy consumption
It is imperative to make your emails easy to browse and read, even if they are interesting.
People have a habit of quickly checking their emails and simply do not treat them the same way as they post blog posts and content. A search revealed that an average person spends only about 20 seconds reading an e-mail .
Your emails will give the best results if they highlight key titles and links with sub-headers, as well as one or more short paragraphs about it.
Depending on the subject, long tangents may work fine, but start with short, enjoyable e-mail sections and test them later, always keeping in mind the The importance of formatting for easy scanning.
For example, the newsletter Morning Brew shares many information in their daily email. Do not forget that it is information about business and finance, so it would be easy to make the email cluttered and hard to read.
They identified the readability of their emails with yellow signs indicating categories, short paragraphs and points:
The Value of Curating Content in Newsletters by E-mail
Preserving content can make your brand credible and fuel your growth over a long period.
The good news about this? The same approach also applies to e-mail newsletters.
Creating an e-newsletter is about finding, organizing, and sharing the best resources in your industry and distributing them in the inboxes of your audience.
Because of the amount of content available, your audience may be confronted with FOMO, with the fear of missing out. They want to be good in their work, but their plates are already full. Keeping abreast of news and developments in the industry is a challenge in itself.
That's why you can stand out with a carefully crafted newsletter. It is their guarantee that they are up to date and have all the information they may need, enriched with your ideas and personal experiences.
Organizing a newsletter, it's like building a reading list and sharing it with others.
Imagine you're having a 80s-themed party. How long would it take to put together a 5-hour playlist?
Probably an hour or more.
How long would it take to find a perfect Spotify playlist?
About 5 seconds.
The advantage of receiving an e-mail newsletter for your audience. You save time, give them new perspectives, give them food for thought, and help them become smarter in the blink of an eye.
What about the benefits to you? We have already mentioned some of them, but here are others:
Align your brand with experts: the more you present yourself to your audience alongside the experts you present in your newsletter, the more natural they will be and the more they will trust you.
You'll never run out of ideas for new content: there's probably no industry that does not see thousands of content every day. You will always have something to share!
You will remain the main concern of your subscribers: you will never miss a week of sending your newsletter and its reading will become the habit of your subscribers.
You will not seem too boastful and self-promotional: by recognizing the work of others in your industry, you will become the connector and reference person in your industry without having to push your own products or messages all the time.
Writing a newsletter does not have to be difficult. You and your colleagues are already reading a ton of articles every week, so you need a simple way to collect the best articles and distribute them from there.
Step by step: How to effectively manage your newsletter
To manage an engaging electronic newsletter without wasting time, you simply need a simple process to follow. Follow these steps to find competitors, collect the content you are going to share, and quickly and easily create a newsletter.
Step 1: Know what your competitors are doing
The first step is to review another industry newsletter. It's not about stealing ideas or copying others, but seeing what already exists.
People do not want to clutter their inboxes with dozens of newsletters that all say the same thing – they will only choose one. Use your competitors' knowledge to see what they do not talk about, and create a niche news bulletin organized by yourself.
Look for ways to add unique ideas, share different formats, and add authenticity to your industry-related topics.
To do this, subscribe to the newsletters of your main competitors. If they do not have it (or if you want all the information you can get), look for other newsletters in your area.
For example, if you sell an accounting software, look for 'newsletter software software' and here's what you can find:
Step 2: Define your audience and your subjects
We discussed some methods of selecting topics in the Relevance section earlier, so let us learn more about topics and audiences.
Your newsletter topic should be so relevant and valuable that it will stop your audience in their footsteps. Ideally, it will be a cross between:
What's important to your audience : Why do they subscribe in the first place? What topics do you usually talk about and how is it related? You want to provide the convenience of all the best content elements on the subject, make sure that they all match the pain points of your target audience.
What matters to your business : Why does your audience know you? What services and products do you offer and what gap do you fill in the market? Your goal here is to keep your business in mind and build brand awareness. The topics should therefore match what you sell. Otherwise, the reputation of the brand will not matter.
Choose two categories of topics for which you think you have the most impact. You can build later from there.
Step 3: Promote your newsletter
Before investing your time in topics and organizing the content, make sure your newsletter is actually searchable.
First of all, make sure your website has a place of choice, especially high-frequency pages such as your blog, which invite new subscribers. Here's what it looks like on our blog, in the right column:
Another step is to identify the other channels that your audience already has and to make sure you promote your newsletter in this country.
This could be Twitter, Facebook, Reddit, industry forums, etc. As with any promotion, always make sure to showcase what you are proposing and launch a clear call for action. Of course, be sure to adhere to the promotion and participation rules if you are promoting in forums, Facebook groups, and other regulated online communities.
Step 4: Reunite the content and submit your first selected newsletter
You want to collect and distribute your selected content while spending the least amount of time? That's exactly what Scoop.it Enterprise makes possible.
The previously mentioned topics and categories apply perfectly here because you can create and track topics directly from your Scoop.it dashboard. Each subject is structured as a content hub .
This is a collaborative space in which you and your colleagues can contribute with the content you are reading and sort it in the right place right away.
You may have a single subject, such as the content above "Content and News", which you will always use to manage your newsletter and filter everything by tags (you can see the tags under the search bar):
You can also create a topic for each of the categories of topics you have previously identified and save your content in this location so that you can draw the content according to the purpose of each newsletter.
Of course you can also further filter these topics with tags:
When you create a content library, it's time to send your selected newsletter!
In Scoop.it Enterprise, it's easy to do it directly from the Newsletter module. Once you open it, you can choose one of the templates we have created for you. Then you can filter your selected content to the left by topic pages, title and tags:
You can also hover over each of the items you have dragged into your newsletter, click Edit and edit the title, picture, and description. This is where you can let your thoughts and expertise shine and contribute to your reader!
Finally, when your newsletter is right for you, you can click Export and import the HTML code into the tool of your choice, such as email marketing, CRM or marketing automation. .
It's as simple as that!
Step 5: Follow the Engagement, Analyze, Rinse, Repeat
To be able to always improve your newsletter and increase your commitment over time, it is essential to monitor and measure its performance.
In the Settings tab of Scoop.it Enterprise Newsletter, you can enable Scoop.it to track clicks on your links using short links. You can also add UTM settings to assign specific campaigns to the links you share.
As you publish newsletters, you'll see which formats, topics, length, and tone of voice are best for your audience and fine tune your strategy as you go.
What's stopping you from managing interesting newsletters via e-mail?
If you've always felt like you do not have the time to manage interesting content in your industry, now you know that your team and your colleagues can help you.
If you were stuck in topics, we gave you a place to start and develop.
And if you've never known how to use the tools to help you streamline the process, we've shown you exactly how curation in Scoop.it Enterprise can strengthen your strategy.
Want to try it? Request a demonstration so that we can show you how to create a newsletter that will please your audience!