The marketing happy (or content marketing) is one of the key topics of digital marketing for several years now. As the channels and methods of broadcasting content are multiplying at full speed, it is not always easy to navigate. An important first step is to identify the right channels and produce relevant content for each of your target groups. But that’s not all, the content must also be perfectly adapted to the channel on which it will be broadcast.
How to Create Amazing Content for your Newsletters
It is difficult to come up with general recommendations for creating good content because it invariably depends on the chosen channel. A newsletter by email is an effective, personal and measurable communication tool that will be your faithful companion in B2C marketing as in B2B. However, reactions can be quite ambivalent when one finds a newsletter in his inbox. So how do you compose a newsletter so that it will please your recipients?
Pay close attention to the tone you adopt when composing your newsletter. This may seem obvious to some marketers when this element is an integral part of the brand’s image, but this question often requires thought twice. Finding the right tone can take time, but also evolve with each email. Try to step back and take a fresh look at your message. Have your newsletter read by other people before you send it – the difference between an appropriate tone and an inappropriate tone is sometimes very small. Some examples: replace the negative words with positive terms, useless liabilities or make the distinction between saying, asking and recommending. These small changes can have an overall impact that you do not have.
A logical and coherent sequence
In a well-done newsletter, all the content forms a coherent sequence for the reader. This means that the subject, the introduction and the body of your newsletter follow each other clearly and logically. In the best newsletters, a lot of attention is focused on the subject, and it refers directly to the introduction of the message which in turn refers to the rest of the text.
It is important to keep a general theme for each newsletter. If the author has a clear overview of the newsletter, then the reader will feel it too. A consistent email is easy to read, and its different parts form a logical whole. On the contrary, including too many different themes will make your newsletter confusing.
Put yourself in the reader’s place
Even good content can provoke negative reactions if it is perceived as a sales pitch. As a rule, try to show the benefits to the reader, and see things from their point of view. To put it simply, the key is to tell readers what the benefits are for them or how your content will help them, not to show them what you are selling or what you have done. If you can not see how a reader might think this by reading your message, then it’s probably time to re-examine your content and make sure it’s relevant to those people.
The formatting of a newsletter is very important because nowadays this type of email is most often read diagonally. At a glance, the reader should be able to identify the main themes and different sections of the content of your email. Do not forget to heal the layout of your articles, because a long text without separate parts will annoy your readers.
Features of a good layout:
- A topic addressed by section
- Fleas and numbers
- Clear delimitation between sections
- Be concise
- Visual elements (colors, fonts, CTA, links)
Arouse Emotions: Entertain to convince
When writing a newsletter, never forget that there is always another human being on the other side of the message. Just like you, this person likes to be entertained. Arousing emotions is not always easy, but it’s often worth taking the time to think about it.
In addition to being fun and providing memorable content, do not forget to convince your readers. Figures and facts verified will help you convince, as well as additional quotes from third parties (references or customer reviews). In the best case, the reader can identify with this third party (if it is a colleague for example) or if it is a person whose opinion is very important (an influencer).
Engaging generally means that you must encourage the recipient to respond, with surveys or surveys. The content of the text can also be used to engage. A newsletter can address the latest trends in a field or topics that will have an immediate effect on the reader, their craft or their hobbies. One way to engage is to create a form of impatience in the reader for the future, dividing your content into several parts published over a longer or shorter period for example. This will ensure that your next messages are desirable to readers.
Do not despair if the task seems insurmountable at first, Rome was not done in a day!
Successful newsletters require long-term commitment, as one-off campaigns rarely deliver the desired results, and many adjustments are inevitable.