Benchmark posted great tips on developing good content for b2b newsletters. I’ve listed their six tips below and re-ordered them based on what gives the greatest value to a reader.
1. Interview Clients
Publishing an interview with a top client is a great idea. It’s a win-win. You give your top client some PR. Your interview should focus on providing useful tips to your readers. If your article allows, use the interview to show case how your product or service helped your client solve a problem.
2. Discuss New Products
Do mention any upcoming launch of a new service (or product). One word of caution: don’t over sell. Make sure your information is not merely a sales message. Include some great info on how the new service helps solve a common or significant problem in a unique way.
3. Summarize Relevant Recent News
You should use your B2B email newsletter to show your team is keeping up with your industry. You can do this by highlighting important industry news. If you establish a content idea portal, as we suggest, you will find this type of article easy to pull together. You can also use this section to list important events in your industry. I get a local email newsletter that lists all of the upcoming local events related to marketing. I watch for that email newsletter every month.
4. Spotlight Trends
In addition to news, you should include your commentary on what you see as important trends in your industry. In the email newsletter industry for example, two trends are very hot right now: email to mobile devices and integrating email and social. We use our newsletter and blog to keep readers up to speed on these trends. Think about what’s important to your readers.
5. Give Tips for Coping with Future Trends
Provide information on how your company will help customers adapt to future trends. You may not want to get too far ahead…but, if you share plans for helpful new products and services, you show your company is forward thinking.
6. Respond to FAQs
You can also use your email newsletter to address commonly asked questions. This can save your service team time and can help clients that face similar issues. You can also use this section to solicit questions from your readers. This is a great place to use Twitter or Facebook.
As we said in other post, “B2B marketing is all about content. Your emails need to be engaging, entertaining and above all, informative. The more informed your business customers are about your products and practices, the stronger and more lucrative your relationship will be.”