Let’s think through newsletter evolution.
I don’t care if they do or don’t teach it in schools in your state.
I’m here to say, “Newsletter evolution is real.”
And that we all need to be active participants in this phenomenon.
What do I mean?
Don’t be afraid to retire a segment, category, or whatever you call a content section of your newsletter.
It’s ok to change anything and everything.
The way you deliver sections of content.
Magazines do this all the time.
Segments play out.
And that’s ok.
When you launch a new section, it may fail fast, or it may have several years in it.
Either is ok.
Your purpose is to keep your reader engaged.
That could mean changing things up.
I promise that very few people will respond in vehement anger, complaining you stopped publishing their favorite bit.
...But if they do, there is no rule that you can’t bring it back.
A newsletter is a wonderful way to test content to see which stories and formats your audience likes and which ones get a little action but then go stale.
Let your newsletter evolve.
Add, subtract, rearrange, and redecorate.
It’s all ok.
Today’s Prologue was inspired by the amazing content strategy mastermind I ran with Russ Henneberry, Founder of theCLIKK, last Friday. We had a blast helping people come up with ideas and this topic of evolution was a fun one to address. Now I’m thinking… “What will I change next?”
I hope you enjoy this issue.
Are You Using These 42 Content Marketing Tools?
There’s a bazillion (precise, I know) content marketing tools out there, but which ones are actually worth it? MarketerHire did the dirty work of gathering the data for us.
Here are a few that got rave reviews:
- Grammarly for all things content writing. “Grammarly is one of those tools you set up and forget about until it swoops in to help make your writing better,” Jessica McCune told MarketerHire.
- Feedly for keeping up with trends and industry news
- Clearscope for optimizing content
Did your favorite tool make the list?
Related: Check out these expert takeaways from the Content Tech Summit for help with SEO, tech, strategy, and more. Discovered Via Smart Brief on Social Business.
What Does Your Digital Marketing Future Look Like?
Marcel Schwantes sat down with Seth Godin, “the godfather of modern marketing,” to discuss the future of web creation, the importance of marketing evolution, and why creators need soft skills.
Here’s what I loved:
“Marketing effectively is about finding the smallest viable audience and not only earning their trust, but showing up in a way that’s worth talking about—not because you want them to talk about you and your work, but because they do.
If you are executing well on your marketing strategy, then the result is growth. Better clients and better work.
It’s not about hustling people. No one wants to be hustled.”
A Framework for Curing Writer’s Block
Ever feel like you’re always behind, or is that just me? Amy Porterfield has a framework designed to “tackle the content time crunch,” and it looks like this:
- What is your main point?
- Why does your content matter?
- How can your audience apply this?
- Prove that it works by sharing success.
Look at your content (yep, whatever you’re working on right now), and see if you can apply this framework. Would it speed up production?
Discovered via Really Good Emails.
Related: “Some,” “Thing,” “Very”. If you’re using these words (+ 4 others), it’s time to cut them to improve your writing.
Is Curation The Key To Establishing Human Connection?
In this article, Scott Rogerson explains how curation can help you build trust-centric relationships with readers founded on context, familiarity, and credibility. He breaks it down in this UpContent article:
“Not only does curated content free up your creative team’s time, but it also helps your customers establish a human connection with your organization.”
Related: Should you be creating content or curating content for your newsletter? The pro/con list you need.
Did The Pandemic Pave The Way For Audience-Centered Culture?
There’s no denying the pandemic presented publishers with new challenges, but it also pushed us to work in new ways. Joyce MacDonald thinks that building an audience-centered culture by asking the questions, “what does our community need?” and “how can we provide it?” is key to digital survival and media as a whole.
Discovered via American Press Institute
Related: Social Media is where we build community, but it’s also where we tip-toe around policy and trolls. CJR has a solution. Discovered via American Press Institute.
Post-Pandemic Newspaper Employee Shortages
In this post-pandemic culture (am I allowed to say that yet?), newspapers have more openings than they have applicants. Jerry Simpkins breaks down what’s going on by examining work environment, unemployment, minimum wage, and more.
Discovered via Editor and Publisher.
A 4-Step Process for Estimating Membership Revenue
Ariel Zirulnick and Joseph Lichterman break down membership as both a source of revenue and a social contract in this edition of The Membership Muzzle Project.
If you’re thinking of monetizing, this practical 4-step process for forecasting opportunity for membership revenue could help:
Step 1 Calculate total addressable audience
Step 2 Estimate monthly unique users and monthly site visits
Step 3 Estimate newsletter subscribers
Step 4 Set targets to convert newsletter subscribers to paying members
Discovered via Publisher Weekly.
Related: Does your subscriber landing page need help? Check out these 7 tips designed to increase subscribers.
🎥 Video Tutorial: How To Set Up And Use Google Analytics 4 For Your Newsletter
Hey everyone, Seth here.
Ready to get your Curated newsletter set up with Google Analytics 4?
Two of the metrics that you should keep an eye on are scroll depth and engagement time.
This tutorial video shows you how to connect GA4 to your newsletter and make sure that these metrics are firing correctly.
Launch A Paid Newsletter
ICYMI: We released paid newsletters last week!
You can always check our Curated Public Product Roadmap to catch up on recent releases and find out what’s up next.
Opt In Challenge
Audit And Update Your Subscription Confirmation (AKA Welcome) Email
If your subscription confirmation email has been sitting untouched since you set it up, it’s time to take a look. This week’s challenge is to audit and update your subscription confirmation email from top to bottom (literally).
Use this guide to start strong (good subject line), end with a little personality (a quick reminder about yourself), and improve everything in between.
Discovered via Really Good Emails.
Like this newsletter?
Let me know. Reply, email me at Ashley[at]optinweekly.com, or find me on LinkedIn to hit me with some feedback. I’d love to know what you think.
Also, I’d appreciate it if you shared it with fellow email newsletter creators. All archived issues will be available on OptInWeekly.com, so you can send them the link to check it out.
Have a great week sending, y’all.