In the seventh part of a multi-part series on how to publish your own newsletter, Alexis Gutzman discusses five must-haves for a successful newsletter, and how to find content.
Part of running a successful business is knowing what to do yourself, what to hire others to do, and what to outsource altogether. Payroll is an obvious candidate for outsourcing. Perhaps somewhere in the last six parts of this series, you decided that, while you really would like to publish a newsletter, you simply don’t have the cycles free to do it in-house.
For more information about publishing your own newsletter, check out these other articles from Alexis Gutzman’s ongoing weekly series: Publishing Your Own Newsletter Publishing Your Own Newsletter: Part 2 Publishing Your Own Newsletter: Part 3 Publishing Your Own Newsletter: Part 4 Publishing Your Own Newsletter: Part 5 Publishing Your Own Newsletter: Part 6 Publishing Your Own Newsletter: Part 7 Publishing Your Own Newsletter: Part 8
Publishing Your Own Newsletter
Publishing Your Own Newsletter: Part 2
Publishing Your Own Newsletter: Part 3
Publishing Your Own Newsletter: Part 4
Publishing Your Own Newsletter: Part 5
Publishing Your Own Newsletter: Part 6
Publishing Your Own Newsletter: Part 7
Publishing Your Own Newsletter: Part 8
Five Must-Haves for a Successful Newsletter
Even if you decide to outsource your newsletter, you’ll still have to handle many of the functions yourself. A successful newsletter requires all of the following:
Of the five must-haves I listed above, only the last two really lend themselves to outsourcing.
Finding Content Providers
There are many places you can look to find people willing to create content and distribute it for you. I heard from a reader from India who runs Ezynes.com. For a price you won’t match in the U.S., they’ll write the content and do the distribution, or just write the content. For whatever market you’re publishing, make sure the content rings true and sounds like it was written by a native speaker. That is one thing that impressed me about the samples this reader sent me. There was no discernable foreign intonation.
You can also look for writers at eMarketplaces such as eLance.com and Guru.com. Be sure to check references and writing samples. Make sure that the person or company whose services you enlist is able to meet your deadlines and speak with the voice that you want to convey. If you work with a company, get a guarantee that you’ll work with the same writer every time. This way, you’ll avoid having to train several writers in your voice.
If you continually see the type of content you’d like to provide on a news and information site such as internet.com, see if you can syndicate the content. One good thing about syndication is that you’re sure the content will be high quality. That’s one of the big "ifs" when outsourcing.
Another place to look for writers is among content experts. To whom do you look for expertise in your field? Contact them and see if you can’t arrange some combination of pay and barter in exchange for frequent contributions. You will likely pay more than if you obtained a writer from eLance.com or Guru.com, but you will also be far more likely to get content that your readers will be willing to open, read, print, and forward.
There is so much information available for free on the Web that yours will need to stand out both in terms of quality and in terms of relevance to keep from being deleted before being read. Tune in for Part 8, which will cover tracking who is reading your newsletters.
Alexis D. Gutzman is an author, speaker, and consultant on e-business and e-commerce topics. She’s the producer of The Online Marketing Report. Her most recent book, The E-commerce Arsenal: 12 Technologies You Need to Prevail in the Digital Arena, was named one of the 30 best business books of this year. For up-to-date information about her research and speaking engagements, visit The Alexis Gutzman Group’s Web site.
Goodman is founder and President of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero focuses on paid search campaigns as well as a variety of custom digital marketing programs. Clients include Direct Energy, Canon, MIT, BLR, and a host of others. He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and frequently quoted in the business press. In recent years he has acted as program chair for the SES Toronto conference and all told, has spoken or moderated at countless SES events since 2002. His spare time eccentricities include rollerblading without kneepads and naming his Japanese maples. Also in his spare time, he co-founded HomeStars, a consumer review site with aspirations to become "the TripAdvisor for home improvement." He lives in Toronto with his wife Carolyn.
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