We should connect (for real)

Prologue

I asked my CEO a simple question on a 1:1 call.

I got, “Well, let me answer this the JD Graffam way.”

He set a scene.

Developed an arc.

Introduced conflict.

Helped me understand his vision.

Brought me into it.

I’m more invested in my part of the outcome now that I’ve heard that story.

He content marketed me into understanding and caring, and it was authentic (and probably strategic).

Never underestimate the value of a good story.

Your newsletter is telling one to your reader.

Make it worth reading.

This week’s edition of Opt In Weekly is loaded with inspiring stories and tips you can use to do just that.

Note: This Prologue is an adaptation of a post I made on LinkedIn that had solid engagement and grew my connections list. See more about LinkedIn content strategies in Ready to Improve Your LinkedIn Marketing Game? below.

Screen Share

Anum Hussain on how Below The Fold Brings Attention to Overlooked New Stories

What started as a content marketing strategy to grow demand for the female-led tech start up Acciyo has taken on a life of its own.

Below the Fold Co-Founder Anum Hussain walks us through the process her team uses to deliver news briefs subscribers might have missed. They intentionally dig deeper than the week’s top headlines to merge a journalistic approach with a content marketing growth plan and create a newsletter that stands out.

Learn how they’ve grown Below the Fold by earning placement on lists of newsletters you should read, and how they’re SO CLOSE to reaching their 2020 subscription goal.

Newsletter Tips

How a 25-year-old Entrepreneur’s Free Newsletter Made $1.1 Million in One Month

A LinkedIn connection of mine shared this story last week with a hint of disapproval for newsletters that lack original content, so I subscribed to see how founded the insult was. It turns out The Newsette is way more than a link dump. The commentary is extensive and each issue includes a long-form interview with an influential woman.

Be sure to read this story to learn how founder Daniella Pierson has grown this publication to 500,000 subscribers, secured lucrative sponsorships, and has stayed focused on a newsletter-first approach.

Get Your Newsletter Listed in Directories

New to newsletters or looking to spread the word beyond your current network? Check out these newsletter directories and submit yours to be listed.

Marketing

How Interviews can Become Your Marketing Super Power

A good interview can go a really long way in content marketing.

“Your primary purpose when conducting an interview is to gather interesting, engaging, surprising or humorous content which will attract the attention of your online customer audience.”

In this article, you’ll learn six ways to hone your interview skills.

Ready to Improve Your LinkedIn Marketing Game?

Hint: Stopping by the platform to drop a link or two isn’t going to have much reach or help you network. These tips will get you started.

Publishing

Q&A: How Publishers can use Membership Models

“With traditional media funding models in disarray, a number of outlets are looking at alternative ways to ensure their profitability or survival, among them implementing a paywall for content, asking for reader donations, or creating a membership model by establishing a community of champions for their work.”

Check out this interview with Ariel Zirulnick of The Membership Puzzle Project (MPP), which recently published a guide to membership best practices and common mistakes after speaking with teams in 50 newsrooms.

TIME Newsletter Addresses Mental Wellness During Anxious Times

Agile publishers have pivoted during the Coronavirus, spinning up new newsletters on topics readers may need help navigating. It’s Not Just You: Big-Hearted Advice for Anxious Times from TIME will deliver weekly advice and empathy from essayist Susanna Schrobsdorff.

Money Matters

The Insider Inc. Morning Brew All Cash Deal Values the Media Startup at $75M

Check out the deal details in this article.

Also, from the issue of Morning Brew announcing the reason they were able to secure success:

“While the broader digital news media is struggling in a landscape dominated by tech behemoths, Morning Brew found success by building strong relationships in one of the most underappreciated places: the email inbox.”

Curated News

Add an Extra Link to Your Main Navigation

Ever wish you could add another link to the top of your web publication page? That’s a thing now, Curated users.

To add one, go to Settings > Web > Extra Menu Option.

I’ve chosen to add a link to Curated.co to mine.

Opt In Challenge

Set Up Google Analytics

Dan Oshinsky is a never ending source of amazing newsletter advice. In this article, he walks us through two Google Analytics dashboards we can use to track newsletter success.

Your Opt In Challenge this week is to set up Google Analytics for your newsletter.