Using current events in your marketing mix is an excellent method of developing content which will resonate with your audience. Current events are more likely to attract the attention of your audience and encourage them to read your emails.
‘Events’ don’t have to be about the latest news. It could be covering the most recent trends or the latest problems which your target audience are experiencing at the time.
Discovering what the current issues, trends or news is in your industry are, can be difficult in this fast moving world.
However there is an excellent tool out there which can support your content generation: LinkedIn.
LinkedIn is one of the best places to find content because part of the social media platform is essentially like a forum where users discuss what issues are affecting them. By joining these groups you can discover what is currently affecting their lives.
You may also be able to get some ideas for your content through direct messaging or through shared articles.
From there you could make a list of topics and do research on how you can solve those problems.
If you are particularly social in the groups which you are a member of, you could contact those who have made interesting comments and request permission to use their words in your content. This could be particularly useful as a quoted comment in your content has more authority than if you simply write the text as if it is all from you.
This is also another method of marketing your brand and perhaps having more signatories to your email newsletter and perhaps someone else who is willing to share your newsletter across their social media profiles because you have mentioned them.
Another benefit of finding topics for discussion through LinkedIn is that the audience have probably already completed a lot of research for you. You should take what the group say with a pinch of salt, but there is a chance they would have shared articles or news items which back up what they say – therefore you can spend less time in researching the topic and give your content more authority.
You should include links to this research in your email marketing so your readers can see where you have collected the information from.
This style of email newsletter suits businesses which like to give very informative and highly valuable content. Essentially, the newsletter is a demonstration of your skills and expertise, offering a preview of the support or solutions you can provide your customers.
In your email you should ensure a story is told. There should be a set up of the problem, the solution and an idea which the audience can action themselves.
Make sure your audience can share the content socially with social media buttons and there is a link to either similar content on your blog or a related blog.
If you post old versions of your email newsletters online, you can benefit additionally from the content because it is likely people will be using search engines to find articles on the topic you have written about. A good email should have a keyword density which can be easily indexed by the search engines on your website.
LinkedIn can be a fantastic resource for reaching out to your customer base, as long as you use the information it provides to its full potential. The information it can provide is reliable, timely and relevant to your audience and therefore they will enjoy reading and interacting with your email content.
- Have a look on LinkedIn and use some of the conversations you read for your next email newsletter
Do you use social media for conversation generation?
Let us know in the comments below.
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An email newsletter is a great way to provide value to your followers.
Many companies create email newsletters for a variety of reasons. Newsletters are a great way to curate content from your website or from around the web and provide it in an easy to digest format for your followers. People appreciate the effort companies put into creating newsletters. It’s a great way to provide additional value to followers, fostering loyalty and more spending.
Software company, SEOmoz, has created one of the best email newsletters in the SEO world. Each month they send out their version of the top 10 articles from around the web. The posts included in the newsletter are relevant to the SEOmoz customer, but beyond relevancy the posts are also presented in a way that makes it easy for the reader to scan quickly and then choose the articles they want to read.
Here are a few tips for designing your own email newsletter including a few more examples.