Content Production Simplified:

Newsletters

Considered content is successful at both informing and moving an audience along the purchase path. Transcending traditional advertising, the content in newsletters aims to direct prospects to the more extensive content on a busi-ness’s website or blog.

Newsletters remain an effective way to build and nurture relationships with prospects (who’ve already signed up to receive information from a business), until they become a client – helping to keep that business in mind with subtle promotional messages in the mean-time.

Published by Applegate Marketplace Ltd - located at Riverside Road, Pottington Industrial Estate, Barnstaple, Devon, EX31 1LS, United Kingdom - is registered in England and Wales with company number 03990680 © Applegate Marketplace Ltd 2015w

Cert No. 10700ISO 9001

T: 0845 600 7177E: enquiries@applegate.co.ukW: http://www.applegate.co.uk

Newsletters create a controlled environment

where businesses can distribute important

marketing messages - delivering useful content

quickly to an interested audience.

(Example of our own company

newsletter in print)

Newsletters are a cost effective way to reinforce the following:

• Brand awareness• Credibility• Thought leadership• Expertise

Translating into client retention & business development, and eventually improved profitability & growth.

Content can take inspiration from a number of sources, but should seek to educate the audience about a business and offer useful information – as well as answering any consumer questions. Essentially, topics and problems covered need to be of interest and relevance to the audience in order to build appreciation and trust.

The more personally a newsletter addresses specific readers, the greater impact it will have on the recipient. Done correctly, news-letters are a powerful form of content marketing. In fact, delivering highly relevant content is a top priority for 72% of B2B marketers - according to Marketing Sherpa’s ‘Email Marketing Benchmark Report’.

To plan content around trends affecting the industry, businesses create an editorial calendar. This helps companies to focus on different subjects, sectors and target audiences and works well for long -term pro-jects with no time restraints. To ensure that current news events are also covered, news-letter

contributors need to keep up to date with the story as it unfolds.

Featured content could include:

• Any business changes or developments

• Snippets taken from recent articles or blogs • Information about industry events

• Q & A interviews with experts in the industry

• New product and service launches

• Useful tips and lists

Repurposing content will is a practical way to share information published on a website, collected data from surveys and questionnaires or extracts from press releases and testimonials. Continuing to share this content will extend its reach to consumers.

Featuring user-generated content, such as comments, reviews and testimonials, can sell the service a business provides on their behalf and allows consumers to connect with each other and share their experience with that business. It also demonstrates that the business cares about their clients and takes feedback from public opinion.

Content Production Simplified:

Newsletters

Published by Applegate Marketplace Ltd - located at Riverside Road, Pottington Industrial Estate, Barnstaple, Devon, EX31 1LS, United Kingdom - is registered in England and Wales with company number 03990680 © Applegate Marketplace Ltd 2015w

Cert No. 10700ISO 9001

T: 0845 600 7177E: enquiries@applegate.co.ukW: http://www.applegate.co.uk

Newsletters create a controlled environment

where businesses can distribute important

marketing messages - delivering useful content

quickly to an interested audience.

(Click through and experience our

e-newsletter for yourself)

As long as the newsletter features useful content in an attractive way, readers will want to share it but the opportunity for this can be increased. By adding links to accounts on Twitter, Google+ and the like or including interesting videos, visuals and infographics, the chances of an audience engaging and sharing content from the newsletter improves.

Creating a distribution list is an important factor in targeting the right readership for a company newsletter.

Building a distribution list is simply about identifying the individuals, professionals and companies who could benefit from the content featured in the newsletters and who the publisher might want to form a business relationship with.

From a marketing and business development point of view, newsletters are another opportunity to improve brand awareness, increase customer retention and create business – but to achieve this, a business’s newsletter needs to present the brand and products & service on offer well, and encourage contact from readers looking for more information or assistance.

Once a consistent and easily replicated format is established, this can be used as a template for future newsletters. Of course, a newsletter needs to look compelling too, in order to present and communicate your value proposition effectively.

At Applegate, we design and create email newsletters, tailored to our clients’ needs. Click here to find out more about this service.

Email is a popular method of distributing newsletters, nicknamed ‘e-newsletters’, with the Content Marketing Institute revealing that a staggering 83% of B2B marketers send newsletters via email and only 21% opt for the printed alternative.

Email is, of course, a cheaper method but it also enables quick and reliable correspondence, helping it to remain the first choice for delivering communications. Building newsletters in email form means that they can be shared across other online platforms easily, to ensure that different audiences are reached across different channels.

E-newsletters could be archived on a company’s website – giving it an SEO boost, or posted on social media with a link back to the newsletter. To find out more about utilising social networks see our recent news story.