Content Marketing Made Simple

7 Ideas For Your B2B Email Newsletter Content

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If you have an online business, you've probably noticed commercials or other advertisements for companies that manage email marketing campaigns for you. These services can be very useful but, what nobody tells you is, you still have to generate great content for your B2B Email Newsletter or your efforts will be unsuccessful, regardless of the technology you use. Content development is still in your hands.

So, how do you come up with brilliant content that will excite your readers and get the most out of your newsletter? Here are seven ideas that will help you create dynamic content that is sure to keep your current readers interested and intrigue new customers.

1. Do Your Research
Before you begin comparing your business to your competitors, you have to know what your competitors deliver. This not only applies to the products or services you provide but also to the newsletters and methods of communication they use. You have to do some legwork to get an accurate understanding of what other businesses are doing, which includes:

• Subscribing to competitors' newsletters.

• Subscribing to top newsletters from other industries and companies.

• Constantly looking out for material.

2. Act On These Ideas Immediately
It's not enough to simply make yourself more perceptive; you need to act on the information you gather. Don't approach it as, "That's a good idea. I should write an article about that sometime;" instead, do the content development as soon as possible. The ideas are fresh in your mind at the time you come across them, so develop the content as soon as you can, even if you aren't sure yet exactly how or when you'll use it.

3. Time Your Newsletter According to Your Industry

You need to separate yourself and find a unique voice but you also need to play by the rules. This means knowing your industry and using that knowledge to your advantage.

For example, if there is a large trade show or a hot, new product release, you should time your newsletter to coincide with these events and tailor your content development to reach customers seeking information about these events.

4. Offer Solutions to Common Issues

Even if there is not a momentous event occurring in your industry, there are always issues or problems that are industry-wide. Even if you can't find solutions to common issues, you can still involve your readers and, in effect, crowd source content development in a way that will make people appreciative of your newsletter.

5. Tell a Story

You don't have to be Charles Dickens. Even though it's a newsletter for businesses, the reader on the other end is a person. They want to read something interesting as much as they want to get useful information so make an effort to include real-life examples or humor rather than focusing solely on "How To" articles and statistics.

6. Plan Special Editions on a Regular 

As you probably know, Sports Illustrated puts out an annual Swimsuit Edition that has very little to do with sports. Regardless of how you feel about the issue, you have to admit that it makes good business sense. They have separated themselves from their competition in way that increases their brand recognition. While a newsletter with bikini-clad models is probably not appropriate for most businesses, you can do send out an creative "Best of...," or "Reader Feedback" issue.

7. Promote Other Newsletters or Businesses

In this day and age, information is shared and distributed so easily that it's next-to-impossible to keep knowledge to yourself. Surely, there are things you don't want to share but, for the most part, it will help you more to promote the sources and businesses where you find quality material. Your readers are probably going to find it at some point anyway, so your newsletter might as well be a place where readers can go for this information rather than having to find it on their own.

These are general tips for content development that will help you find effective ways to express your voice. But it still up to you to define what that voice says.

Nobody knows your company and what makes you unique better than you do.  So, make sure that comes across in the content. Don't be afraid to tell your readers and customers why you're an outstanding company but also listen to them when they tell you what you need to improve. If you can do that, your readers will remain loyal and your newsletter will be a success.