The purpose of sending out a newsletter is to create or strengthen the relationship between you and your customers by sharing valuable content. As a part of your overall marketing mix, the B2B newsletter is a dependable method for driving customers to your site and giving a boost to your sales numbers.
In the B2B world, coming up with interesting topics that will keep your audience interested can be difficult to do with each and every mailing. Here are seven great ideas for turning your boring B2B newsletter into a must-read:
- Ask for help. Do you work with a vendor who enjoys writing? Ask them to write an article to be featured in your next newsletter. It will make your newsletter more interesting while strengthening the relationship with your vendor.
- Summarize articles. Use short summary paragraphs to entice your readers to click through and read the article on your website. Keeping it short helps people quickly get the information they need.
- Have fun. Find topics that may not be directly related to the kind of business you do, but that will entertain your audience. Turning a story about an alligator caught in a sewer into a valuable business lesson may take some creativity on your part, but your audience will enjoy reading it.
- Answer customer questions. Are your customer service representatives being asked the same questions over and over? Turn those questions into articles that provide customers with information before they have to ask for it.
- Follow the competition. Sign up for your competitor’s newsletter and follow the topics they write about. Their topics could spark ideas to include in future newsletters.
- Reuse and recycle. Repurpose some of the old articles that have been collecting dust in your content library. As long as the content is still relevant, recycling articles is a great way to create new content.
- Ask your readers. Send some of your customers a small survey asking what kind of topics they would like to hear about in the newsletter. When you know exactly what they want to hear, you can’t go wrong.
Coming up with interesting content every time you put your B2B newsletter together can be extremely difficult if you’re not prepared. With a plan and a little creativity, your next newsletter can be a hit.
Do you have any more tips for turning a boring B2B newsletter into a must-read? How do you consistently come up with interesting topics?