ProloguePrologue

You’re expecting a story from me this morning.

A meandering tale of some experience I relate to newslettering.

Because—unless this is the very first issue of Opt In Weekly to hit your inbox—that’s the formula I follow:

It’s almost always a personal narrative stretched into a metaphor about how to write a newsletter… except for when it isn’t.

And, this week, well, it isn’t.

Because I’m on a company retreat at Lake Pickwick in Iuka, Mississippi (do you know how to pronounce it?) and I’m somewhat off my game after a day of boating and playing games with the Simple Focus Software team.

They’re all discovering how obnoxiously competitive I am.

And I considered not sending this issue until I’m back home, in my usual quiet space, able to concentrate and tell you a semi-meaningful story that helps you improve your newsletter process.

But what’s occurred to me is that I’ve built expectations.

Not just of myself, but of you, too, if you read this newsletter regularly:

An expectation that I will tell you a story once a week.

Open my brain and let the words flow.

Make connections.

Deliver a tale that helps you craft your own newsletter, whether it follows a similar format or is wildly different.

Don’t fret. The story well hasn’t run dry.

It’s more that I need time to reflect, and I’m very much in the middle of experiencing.

Ideas are forming, but the 4-hour drive home tomorrow is when they will truly congeal, as I course down a familiar path, surrounded by fields of soybeans and corn.

And, so, this week I’ll just remind us all of a thing I’ve been thinking lately:

The best stories draw from personal experiences.

If you’re new to newslettering (or have hit a dry spell), it might help to step away from the screen and go “jump in a lake” (aka do the thing your reader does so that you can actually help them do it better).

Teach them to expect you to make a splash.

Ashley Guttuso  

Newsletter Tips



Curation

Advanced Curation

Content curation is constantly evolving and expanding. Here are a couple of ways you as a creator can go deeper in your curation.

  • This content curation guide from EBoxman goes a little deeper than your average “what is content curation” article. It breaks down types of curation (think aggregation, distillation, etc.), who should curate and why, strategies, advice, advantages, and more.
  • Curation is about so much more than gathering and sharing articles. Here, Joanne Camarce explains curation’s role in the customer lifecycle, from gaining a customer’s attention to fostering loyalty.

Note: We included a curation tool round up in this section last week and later found out is extremely dated. Sorry about that. Lesson even curators for a curated newsletter by a brand called Curated need to remember: Just because the date is recent doesn't mean the content is. Mea culpa.

 

Marketing


Influencer Marketing Considerations

Thinking of hiring an influencer? Factors you’ll want to consider:

  1. Cost. In this article, Werner Geyser breaks down 8 factors that impact influencer rates and how to find one that will work for you.
  2. Authenticity. Danica Lo urges marketers to weigh the advantages of big-name influencers with the value of user-generated content from less famous, but still influential people. Which would serve your brand more?
 

Publishing

Successful publishers are constantly building. This week’s round up includes a few bricks you can add to your proverbial foundation.

 

Money Matters


Curated News Curated News

Link To A Specific Item From A Previous Issue

Hey, everyone. Seth with Curated Success here.

You can link back to previous content that you’ve published in your Curated newsletter in a few different ways. One way that we’ve mentioned before is by linking to an archive search on your newsletter’s site so readers can easily read content you’ve created about a certain topic. But, if you want to link to a specific item from a past issue, an archive search might be a bit too broad.

With Curated, you can easily link to a specific item from a past issue by using a direct link. Here’s how:

  • In Curated, click on the Issues drop-down and select All Published Issues
  • Select the issue number that has the item you want to link to
  • To the right of the item, right click on the link icon and copy the link
  • Share the link to point your readers to that specific item

You can use this feature to share direct links to your content whenever it feels appropriate.

For example, you can share this link when the content is applicable to a discussion happening on social media, which is a great way to get traffic for your newsletter, or you can use it to refer back to a specific item in a new issue of your newsletter (like we did with the archive search link at the beginning of this segment).

If you have any questions about this functionality, let me know!

Psst! If you can’t find that item or issue, you can always use the search bar at the top right of your publication site.

 

New to Curated? Make a copy of this Getting Started with Curated Checklist to help launch your newsletter (public, private, or paid).

 

Opt In ChallengeOpt In Challenge

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.

Happy newslettering,

Ashley Guttuso