What should I write about?

I often hear this question when people are thinking about launching an email marketing campaign. They recognize the need to stay in touch with clients and prospects. They appreciate the value of email marketing. They want to launch their campaign but just can’t get beyond the hurdle of content. They are convinced that after two or three issues, they will run out of things to say. If you are harboring similar doubts, here are three key strategies that will keep your ideas flowing.

• Make a commitment. If you want to distribute a newsletter on a regular basis, make a commitment in writing to do so. If you don’t, it will be easy to put it on the back burner when your schedule gets crazy, customers are calling and your accountant wants to meet with you. Before you launch your newsletter (or right now, if you already have one), write down your goals for the newsletter, establish a timeline including distribution dates and determine who will be responsible for each part of the campaign. What does this have to do with content? Plenty. It helps you plan ahead. When you have a set distribution date in writing, it’s harder to back away and you start treating your newsletter like any other commitment. And when you know that you must honor that commitment, it is easier to proactively look and find ideas for articles.

• Develop a content plan. Once you commit to your newsletter, develop an annual content plan to keep your ideas flowing. First, think about the four to six major content areas that are important to your prospects and clients that relate to your products or services. Make a folder (either paper or electronic) for each major content area and get into the habit of filing interesting information related to each topic. Let this information fuel a brainstorming session during which you come up with specific topics related to each area. Assign a distribution date for each article and include this on your newsletter timeline. An added benefit to your content plan is it can be used to drive your social media content as well.

• Read and listen proactively. You can’t come up with ideas for your newsletter or any other type of writing unless you get into the habit of reading and listening proactively. Once you know what your major content areas are, be on the lookout for ideas and information related to these. Listen to questions your customers and prospects ask and the comments they make. Chances are other people are interested in the same topics. Read newspapers and blogs for up-to-date information related to your industry. Check out unusual or quirky news that somehow relates to one of your core content areas. Search industry news for information that is important and relevant to your customer. Think about personal experiences and how these might relate to your writing. As you find information, file it, so when it is time to write, you are armed and ready.  

 
© 2011 Joan B. Marcus