Content. From the top down.
How I use my newsletter to shape all my business content
When I started talking about creating a newsletter back in September 2020, I knew I had to incorporate it into my marketing so it worked with it.
I didn’t want it to be separate. Another thing to think about. I didn’t want it to be a stand-alone piece of content. I knew it needed to work alongside my blog and social media efforts. Content that can be repurposed, sliced up and moved around to different uses is worth taking the time over. It becomes an asset.
I know lots of people use their newsletters as a round-up or summary of the blog or social media or news, but I wanted my newsletter to be first. It was aimed at my clients first and foremost, so it made sense that they should read it first, then I could chop it up and share it out after that.
Monthly content themes
I knew I had several content themes that I’d identified as being pillars for my marketing that were what my business was all about that summed up values, purpose, and benefits.
- productivity
- simplicity
- accountability
- community
- sustainability
- creativity
These became my monthly newsletter themes on rotation.
The newsletters are the top level of my content production, then I break it up and tumble it down to any blogs and social posts for the coming month.
Here’s how it works:
- Consider this month’s content theme
- Have an initial dump of ideas for the newsletter
- Identify if I already have assets (any resources or blog posts to link) that will fit
- Write the newsletter
- Create any new pieces as offshoots from No. 2 – can I go into any more detail
- Link those back into the newsletter
- Send the newsletter
- Pull the content from the newsletter and the blog(s) out into 3 or 4 smaller pieces that can be used as social media posts
Simple.
This article was created in that way. It was originally part of my September 2021 newsletter, but as I was writing this as a section, it became apparent that it could be more. I was thinking it would easily pull out into a blog post. So here it is. In more detail that it would have been if it had just been a section on the newsletter. And I’ll link it directly from the newsletter with an excerpt and a read more button.