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4 ways to generate great newsletter content

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This post about generating great newsletter content originally appeared on the We are the City blog.

You’re a busy small business owner and you’re strapped for time.

You know you need to communicate with your customers regularly, and you know newsletters are the best way to do this. But, how can you easily gather great newsletter content without spending too much time thinking about it?

Here are four things you can do to help fill your newsletters.

1.  Advance planning

This isn’t as painful as it sounds. If you read my last article, five marketing tips for the time-starved business owner, you’ll already have a plan and a calendar. Whatever your business, you can use the seasons, bank holidays and other annual events to generate content for your newsletter.

Plot out these major dates in your calendar and plan your content around them. For example, if you’re a restaurant owner, then having an offer for Valentine’s Day is a great way to draw in business. And giving your subscribers something exclusive on these types of offers will make them eager to receive your newsletter.

2.   Keep a notebook handy

Or whatever you like to take notes with (there are lots of great free apps you can use on your smartphone for this, like Evernote). You never know when inspiration might strike and having somewhere to keep a record of your ideas means you don’t have to struggle to remember them.

Even if your ideas are for future newsletters, making a record of them will save you lots of time in the long run. Don’t forget to add them to your calendar so you have everything in one place when the time comes to write your newsletter.

3.   A picture speaks a thousand words

Who doesn’t like a peek behind the scenes? If you keep your smartphone with you, you can take snaps, or even video, around your business that can be turned into stories your subscribers will want to read.

It’s really easy to make collages of the pictures you take too. Using a tool like Canva will give you professional-looking images that will look great in your newsletter. Even better, this tool is free to use so it will only cost you your time.

4.   Answer your customers’ questions

Keeping a list of questions you frequently get asked is a great way to generate content for your newsletter. Every business has a list of questions they get asked a lot, and you may have already turned these into FAQs for your website.

Why not focus on one question for each issue of your newsletter and provide the answer? You can even organise them by season. So, for example, in the run-up to Christmas, it’s a great idea to communicate your Christmas business hours. Especially if people are buying their presents from you!

It doesn’t have to be difficult. With a little organisation and some simple tools, you’ll find inspiration for your newsletters all around you and keep your readers interested.


2 thoughts on “4 ways to generate great newsletter content

  1. Tip #4 has definitely helped me out throughout my search for what to write for newsletters, blogs etc.

    The questions people are seeking answers for fuel SEO keywords so should naturally fuel our own content as well! Also love looking into forums and discussion areas where you can see live questions and which get the most response.

    1. Thanks for your comment, Alphonso. You’re absolutely right – it’s all connected, isn’t it? Great tip about forums. Such a useful place to find out what your audience wants to know about.

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