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Seven Ways to Maximize the Content Marketing Impact of Your Newsletter

Do much more to make that newsletter and its content work harder for your organization

news concept digital When you publish a monthly print or electronic newsletter that targets an important audience segment,  you probably invest heavily in generating the content that will make this newsletter relevant and valuable to its readers.  That is obviously critical.  But you can do much more to make that newsletter and its content work harder for your organization. How? Easy. Think outside the newsletter.

After all, the newsletter has a relatively finite reach, even online.  Think beyond this single content product.  You can dramatically increase the impact of your content marketing by thoughtful repurposing of the information and resources you developed in order to create the newsletter itself.

Here are seven ways to extend the reach of your content far beyond the circulation of that print publication.  None of these require significant incremental expense. But they will consistently deliver dramatic increases in the reach of your content to prospective customers—and the impact it has on them.

1. Be certain that each newsletter story links to a dedicated page on your website or blog. You want your readers to find their way easily to your online home so they can discover lots more about your company, its products, and its people.  Your hyperlinked newsletter articles make the natural content connection.  In addition, try to link to more related stories on your site or blog from the original article.

2. Record audio and video of interviews for your newsletter for later repurposing. Post videos of interviews to YouTube and other targeted video portals specific to your industry. Upload audio to your website and blog.  Research podcast directories that may be relevant to your industry. Many of us would rather watch or listen to critical content.

3. Develop a news release schedule before your newsletter comes out. Target three or four key topics that affect your customers and the industry (based on the newsletter content). The release link should take them to the newsletter subscription page. Consider offering a free whitepaper or report as an incentive.

4. Discuss the newsletter and its content on your business blog. Post some of the key findings/issues. If you don’t have a blog, it’s high time you started one to connect to your customers.

5. Sent out news releases through a keyword-optimized service such as PRWeb. Make sure that they really are newsworthy. You’ll be surprised at your reach beyond your static newsletter readership. You’ll be picked up in the blogosphere and even by traditional reporters who are always looking for news stories.
Remember, news releases are for much more than getting press; they are for building key links and for helping bloggers and influencers find your site. Industry bloggers will be key to extending the reach and impact of your newsletter.

5. Continue the news release program after your newsletter is released, pushing the audience to  videos, an eBook, or key articles.  Your newsletter content can still be the foundation for newsworthy stories weeks or sometimes months after it hits the virtual street.

6. Be sure to make RSS feeds available for your newsletter and for all of your web content. This is an easy and free way of syndicating your news stories that will extend your newsletter subscriber base dramatically.

7. Be sure each article integrates social media sharing capabilities so that enthusiastic readers can tell your stories to their colleagues and friends on Facebook and Twitter.  If you’re lucky, a great article may go viral and be spread across the web by enthusiasts who value and want to share your content.

8. Provide something remarkable and different on your website or blog for download. This does two things: 1) continues the conversation with your current customers, or 2) gives you information on prospects so you can begin a conversation with them. Something remarkable may be a free eBook about the 10 trends in your industry, or a free white paper on a new, cutting-edge technology. Keep the sales pitch out. Seek only to educate at this point.

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More Stories By Newt Barrett

Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser–and much more likely to become buyers. Newt is a successful publishing executive with more than 25 years of experience as both a manager and business owner. He has launched profitable publications in the high tech arena for both CMP and Ziff-Davis. He was an early player on the web in 1996 as Publishing Director of an early Yahoo competitor, NetGuideLive. As an entrepreneur, he launched Southwest Florida Business and BusinessNewsNow.com in the late nineties, later selling them to Gulfshore Media. His publication still thrives under its new name, Gulfshore Business. In addition to his sales and marketing skills, Newt is a published writer for Business Currents and Gulfshore Business magazines. He writes on topics as diverse as healthcare, education, public policy, growth, business best practices, and technology. He knows how to build great brands that serve client marketing needs. He is comfortable driving dramatic market-driven changes. Newt is recognized as a leader with the ability to move teams in new, unexplored directions. He is effective in high level sales and marketing conversations with senior executives in client organizations of all sizes. He delivers successful consulting engagements to improve products, people, and processes.

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