CREATING NEWSLETTER TOPIC
Creating Newsletter Topics That Will Widen Your Customer Funnel
During the initial stage of the marketing funnel, your first goal as a company should be to spread awareness about your brand. Email newsletters are one of the most cost-effective ways to reach prospects and keep your company top-of-mind. But how do you create a newsletter that subscribers will actually want to open?
The newsletter topics you choose are crucial to increasing your open rate and urging prospects further down the marketing funnel. Here is how to research topics and provide content that is both engaging and informative.
Conduct Keyword Searches
What are your customers searching for online? Your audience’s search engine habits provide a major clue into the topics that they care about, and are a goldmine for finding newsletter topics.
Use keyword research tools like Ahrefs and Google Keyword Planner to measure search volume and competition, see which keywords rank higher for customers, and understand which search terms have generated traffic to your website.
For example, if you’re a personal trainer, you might notice that many users are searching for quick workouts. This would be an excellent reason to create a newsletter that focuses on ways to work out during your lunch hour, or routines that can be completed in under 30 minutes.
Use Online Forums
It’s not just Google that your prospects are using. To learn about what topics matter to your target audience, search online forums like Reddit and Quora. You will be able to read not only the questions that customers are posing, but what others have to say about a topic. For example, a dietician might search on Reddit and realize that many people are struggling with sticking to a boring or long-term diet. This could result in a useful newsletter containing new low-carb recipes to try, or creative ways to jazz up their next meal.
As a rule of thumb, your newsletter content should be 90% educational and 10% promotional. No subscriber wants to hear about your products or services every time you reach out. Instead, focus on sending subscribers content that is educational, timely, and relevant.
For example, a clothing retailer should be sending newsletters that share information about new fashion trends, how to mimic celebrity style, and even secrets to snapping the perfect Instagram shot of your outfit. This content is more likely to be clicked on than yet another email about your latest sale.
One of the best ways to provide value to your readers is to ask them what kind of content they’d like to see more of. Send out a survey in your next newsletter or conduct a poll on social media to ask your audience what questions they would like answered. This is a great way to learn more about what makes your customers tick and how you can provide value to their lives.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.