A Data‑Backed Guide to Newsletter Content Strategy
What is newsletter content strategy?
If you have, or are planning to start, a B2B newsletter, devote some time to your content strategy. It will evolve and change over time as you figure out what hits best with your audience, but a solid foundation will set you up for newsletter success.
B2B newsletters serve a very different purpose from email marketing or email promotions. Think of the latter like more traditional marketing, where you’re alerting existing customers to sales or other events and trying to get readers to click out of the email.
On the other hand, the value of B2B newsletters is typically self-contained — that is, your audience can read your B2B newsletter and get something out of it without having to click out.
That’s not to say that B2B newsletters never have external links — but the really good ones will curate those links for their audience and balance them with valuable content.
B2B newsletters are an exercise in trust-building, and they require long-term nurturing and planning.
