Awhile back I promised you I would react to search terms that brought you to my site and work to answer some questions that you are asking. So the search term this week that I picked is ‘content for a customer enewsletter’ which is sort of fitting since I had this topic queued up in my drafts for awhile now. So let’s get to it, you searched for what types of content to put in your newsletter, landed here and I intend to answer this question for you.
1. Product Updates
This is one of those rare moments when I tell you it’s ok to talk about your product. Give your customers updates on what’s happening, where is your product going? What problems in the market are you seeking to solve with your solutions?
2. Tips on Using Your Product Better/Differently
Again, these are your customers so let’s help them out with some tips on using the product. Not everyone is using it the same way, so why not spend some time sharing unconventional ways people are using the product so your customer base can get a wider perspective? We become so consumed with what we do day in and day out, that it’s great to learn how other companies are solving similar challenges.
3. New Content
That whitepaper you just published to support lead generation efforts should be shared with your community as well. Don’t get too caught up in the fact that content is only good for demand gen, your audience may find just as much use out of the information as your prospects.
4. Industry News
Ever try and keep up with everything that’s going on? It’s tough! There are thousands and thousands of interesting blogs, news sites and graphical representations of what’s going on in your industry. If you can’t keep up, what makes you think your customers can? Do the work for them and collect and share links to interesting reads, they will appreciate it!
5. New Hires
Your customer’s are invested in the success of your company and everyone likes to see a friendly face with a name. Why not take this opportunity to introduce someone new on your team? Adding a new hire announcement to your customer newsletter adds a bit of personality to your communication (and your employee will feel extra special about it too).
6. Upcoming Events/Webinars
Again, don’t forget about your customer base when you have a new webinar coming up or you are attending/hosting an event. Your customers will find value in your offering too – and if they don’t, they won’t register. but at least you invited them.
7. Customer Highlight/Case Study
Did you just publish a new case study this month? Share it in your newsletter! The customer featured will love to see their name in print and the rest of your customer base will not only appreciate the story, but will most likely be even more encouraged to share theirs with you to get some limelight.
Hope this helps! I will close on this note. While I am calling it a ‘customer’ newsletter, don’t forget your prospects here! One thing I have done in the past is share a newsletter with customers that had no gates to content. I would then replicate the same exact newsletter but put forms in front of case studies and whitepapers for prospects.
Sorry I missed this earlier. Done many a newsletter in my day and now more than ever, it’s all #2 – WIIFM. You have to give readers a reason to subscribe, to read and to share. That means providing news to THEM. Ways to use the product, save money, get more; if it’s B2B, how to decrease costs, increase profits. Yes new hires are great – if it’s a public-facing employee people will see/hear; sure your events are news, if readers are invited. Funny – I think in almost every one of these I’ve done, I’ve had to fight to make the biz news a small box of bullets. Customers aren’t so interested the CEO made this magazine or this exec spoke here; they want to know what’s new, what’ll help them and how to get it. FWIW.