Work With The Content You Have Whatever other content regimens you already use can essentially be repurposed into your email newsletter broadcasts. You might be engaged in any of the following in a given week or month: videos, webinars, podcasts, interviews, etc.. Schedules vary, but the ideal is to transfer this type of content into other written content i.e. blog articles, guest posts, or whitepapers/guides, and finally into email newsletter broadcasts. For example, say you create one new educational video per week. You can pay someone (always a good strategy to save your time) to take this video and “translate” the content into a blog post (read this article for great marketing examples on blogs). An employee or contractor doesn’t have to be an email marketing expert in order to transfer well-done, step-by-step video audio into written form. I recommend people start here – translating videos, webinars, podcasts, etc. into a blog or other written content – if they haven’t begun any transfer of content regimens. You might also opt to pay someone to turn your video content into a guest post. If you have several videos covering a similar topic or idea, you might also bundle the content into white papers/guides and give it a clean and clear title such as “fundamental marketing strategies”, etc. A disciplined regimen and routine is the way to go. Plan to transfer your video content to written form once a week, or follow whatever regimen works for you and your company, on a consistent basis.
Churning out the Email NewslettersOnce you have your blog content, you can now repurpose content into a newsletter. How do you do that? It doesn’t work 100% of the time, and you can’t exactly copy and paste a blog into an email, but you can recycle segments or sections of a blog post into a newsletter. You can borrow the introduction of the blog as a preview and teaser to the article. You want blog titles to be enticing and offer value, and you can use the title of your blog post as the subject line of your email, with the intent of using that email to drive readers to the original blog post – preferably with the original video embedded. If you choose, you can also recycle images – screen shots of video, or webinar content in blog posts, or even a picture included in a podcast – by embedding those images in your emails. The grand cycle in a nutshell revealed. If you’re reading this blog post from the link in my weekly email, you’re on the receiving end of this exact process. The email content doesn’t involve that much creativity – leave that for the original content. Getting out valuable weekly or monthly newsletter that drives subscribers back to your main page has more to do with building a rigorous process across multiple channels into your regimen. In an email, I might also use one other blog snippet, or multiple blog snippets. For example, in my weekly email in the artificial intelligence world (above), I include a brief lead-in, similar to the lead in my blog post, “This week in Artificial Intelligence.” Then, I take the major headlines from that article and put those as the segments that I’m referencing, and reuse the images as well. Similarly, I do a weekly interview with a guest and use the same headline or a similar variation in the email, include a tiny snippet of the introduction, and embed a link to the podcast. In this case, bundling two blogs together in one email makes sense, since I publish both on a routine basis and on a related topic. If only using one blog post as content for email – which I do routinely for this blog – use the same subject line from your original media source, a Youtube video for example; include an introduction or lead-in that is similar to what is in the video; and then copy a truncated version of the article (aim for 10% of the original). Emails don’t have to include pictures – it depends on your objective, and it’s sometimes worth segmenting and analyzing open rates. Don’t forget to include a link to the original article, blog post, etc. in the email – again, the goal is to drive subscribers back to your main website, blog, etc.
Key Take-AwaysIf your other content regimens are on point, you shouldn’t have to do too much groundwork to put together these email newsletters. A quick breakdown and points to take away:
- Figure out your “email cadence” (i.e. the tone of your email), as well as for your rich written content (these should correspond)
- Once you’ve defined that voice, find a way to streamline the creation of the rich content, a similar template for example. Keep it simple so that you can transfer this task to someone else.
- Focus on coming up with the great original content – the webinar, podcast, video content, etc. – and an engaging title, which can easily be translated into written content, and then into email broadcasts.
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