Crafting the Perfect Company Newsletter Strategy for Success

Starting a company newsletter can significantly enhance your brand’s visibility, engagement, and ultimately, your bottom line. Whether your goal is to drive new customer growth, retain and expand your existing customer base, or build pipeline and awareness through topical expertise, the success of your newsletter depends on choosing the right strategy. In this article, we will explore three primary styles of company newsletters and their unique benefits.

Understanding Your Goals

The first step in crafting a successful company newsletter is to understand your goals. Are you looking to drive new customer growth, increase retention from your existing customer base, or build pipeline and awareness through topical expertise? By aligning your newsletter strategy with clearly defined goals, you can create content that resonates with your audience and drives desired outcomes.

Three Primary Styles of Company Newsletters

There are three primary styles of company newsletters that you can choose from, each with its own unique benefits and challenges.

Curator Style

The curator style newsletter focuses on collecting and sharing the best articles, videos, and other content from reputable sources such as Reddit and Google searches. A successful example of this is Morning Brew. This style is excellent for creating content that is both credible and diverse.

Best for: Driving new customer growth Building an infinite content feed without the need for constant writing Contacting authors for additional relationship building and ABM (Account-Based Marketing) opportunities

Commentator Style

The commentator style newsletter takes the curator style to the next level by providing unique analysis on the content shared. This style was popularized by figures like Chamath Palihapitiya with his newsletter What I Read This Week. This style can help you establish thought leadership while maintaining a relatively low input time.

Best for: Building additional thought leadership and topical authority Striking a balance between ease of serialization and creating a unique perspective Account-based marketing (ABM) and relationship building

Creator Style

The creator style newsletter focuses on original content, either through data-driven insights, personal stories, or expert advice. A great example of a creator style newsletter is Scaling SaaS. This style is more time-intensive but can provide significant advantages in building pipeline and topical authority over the long term.

Best for: Building pipeline and topical authority in a specific area Having a medium to long-term time horizon for growth Mixing audience growth with monetization strategies

Conclusion

Choosing the right company newsletter style is crucial for achieving your strategic goals. The curator, commentator, and creator styles each offer unique benefits and challenges, making them suitable for different business needs and growth stages. By aligning your newsletter strategy with your objectives, you can create content that not only resonates with your audience but also drives the desired outcomes.

To learn more about successful company newsletter strategies and other content marketing best practices, visit Content Marketing Institute and explore their resources.