Today’s content-driven online marketing world makes it essential for organizations (be it commercial or political) to become publishers if you want to compete for the attention of your audience, whether they are customers, prospects or constituents.
If you want to be part of an online conversation and achieve one or more of the following objectives, you must become a publisher:
- Build thought leadership in your industry
- Publish trends and topics that engage your audience
- Drive more quality traffic to your site
- Attract more leads and acquire new customers
- Strengthen the relationship with your readers
- Rank higher in search results
- Produce revenue by charging for advertisements
Your newsletter is much more than just an advertisement or sales tool. Use it to establish a bond between you and your readers. Your subscribers need to know they can trust you. When you build trust by offering valuable, relevant and timely content, you can turn your audience’s precious attention into long-term interest that drives repeat traffic and sales. View the content that you’re producing as a total body of work that is being built to serve your business or brand over time.
To encourage interaction with your email newsletter, the content should ask the reader to act—whether it’s something as specific as “Sign up for an event” or as simple as “Learn more.” This promotes engagement with the content and your website, and it helps extend your interaction with subscribers beyond their inbox. Here are some examples of common calls to action (CTA):
- “Learn More”
- “Register for an event”
- “Download a white paper”
- “Tell us what you think”
- “Watch the video”
- “Donate now”
- “Find more articles about [insert topic]”
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