Getting the most out of your newsletter content

Do you spend time writing and preparing content for your email newsletters, crafting your newsletter, hit send – and then check it off as a finished campaign? If so, you are missing a big digital opportunity to reach beyond the inbox and use your content to draw attention to your company and attract new subscribers.

It’s referred to as a ‘splash and drip’ approach. After you’ve emailed your newsletter and “splashed” all the content out to your subscribers, you can take a few more steps and expand your digital presence. First, promote the newsletter to your own social networks. Then, give your readers the tools to post your newsletter content to their own social networks. Now, extend the life of your newsletter by “dripping” individual content elements of the newsletter.

This content includes links to your articles, and event alerts, videos, graphs, podcasts and presentations within them. Post these newsletter links in your own social profiles, such as LinkedIn, Facebook and Twitter, etc. When the opportunity arises, use relevant newsletter article links in your posts on discussion groups, as well as in comments on blogs. As I say, make sure it’s relevant to the topic – or worthy of starting a discussion with! Also, take advantage of social bookmarking outlets such as Digg or Delicious as places to post your newsletter or links within it. (Check out this article showing how social bookmarking can raise your SEO profile.)

P.S. Don’t forget to conduct an subscribe form audit to ensure people coming across your newsletter content via all this social activity can sign up to your newsletter.