How to Create a Curated Newsletter

There’s a sea of opportunities when you get started with a curated newsletter. The following steps will help you stay on track and launch your newsletter successfully.

Step 1:  Determine the scope

The most important thing to consider when launching your newsletter is the focus of its content. This should closely match both the interests of your audience and the area in which you want to establish your authority. You should also consider whether the content you include stands in the top, middle, or bottom of the marketing funnel so you can provide relevant resources to readers who are in different stages of the buyer’s journey.
For example, an agency specializing in paid advertising for small and medium-sized businesses will be sharing top-of-the-funnel resources on how to get started with keyword research. Once they’ve moved those prospects to the stage where they’re considering working with an agency, they can send them content on why it’s better to outsource the management of paid campaigns and how to choose a good partner. This advice anticipates their needs and helps them move through the consideration stage and towards making a decision.
Instead of spending hours researching industry trends, base your content on your experience with your past and current customers. This select group of consumers gives you an excellent testing ground for understanding what best resonates with your target audience. You can then use this insight to reach new prospects.

Step 2: Create a brand for your newsletter

Presenting your newsletter as a separate product that’s closely associated with your main brand–but is not identical to it–requires delicate balancing. Striking that balance allows you to cast a wide net and reach more people than a regular in-house newsletter. There are two important things you need to get right to achieve this.
First, create a separate brand for your newsletter. This will help you distinguish it from generic email campaigns sent by other agencies to promote their services. Give your newsletter a name and a logo to make it more recognizable.
Second, make it easy to sign up for the newsletter. Set up a landing page under your main website where people can sign up to receive this collection of thoughtfully chosen pieces. Make sure your branding and copy make a clear link between the curated content and your primary brand.

Step 3: Select quality material to share

Picking out the best content for curation means you’ll need to spend considerable time absorbing the material available in your chosen space. Feedly is a tool you’ll find invaluable for collecting and organizing your sources.
But there are other, less effort-intensive, methods to source great content for your newsletter. Promoting resources produced by your customers — when that content is relevant — is an easy way to build even stronger relationships with them. Mattermark has made its process transparent by inviting the members of its community to submit article suggestions for its newsletter.
No matter what sources you prefer for gathering links, remember that the content you share reflects on your brand. To quote Gary Vaynerchuk, If you’re sharing it, you’re endorsing it.” Spend enough time to read through and validate the quality of every piece of content you consider adding to your newsletter.

Step 4: Send out your newsletter

Set a schedule for your newsletter that you can stick to, even if that means sending out an email once every two weeks or even less often. It is more important to be consistent with the quality and the schedule than sending an email blast every week.
Pick an email marketing tool that will make your life easier. At a minimum, you want to be using a product that makes it easy to create a custom template that you can easily reuse for each issue of your newsletter with little to no effort.


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