You And Your Newsletter

Coca Cola spends over 3 billion dollars a year on marketing.

While some of that is allocated to content creation, the vast majority is spent on ensuring people see what they come up with.

While they get to play with TV, billboards and sponsorships, what do we have?  Short lived social content with the lifespan of a fruit fly, blog posts that may not get seen, expensive Google ads or targeted Facebook ads that can do more harm than good.

Newsletters beat advertising

If there’s one thing I know to be true from working with business owners who have adopted a content strategy, it is that their email newsletter is the number one source of revenue.

Email trumps everything because it arrives in the customer’s inbox.  If you can consistently produce a good newsletter you’ll create more value around your brand than any of Coke’s multi-billion dollar campaigns.

Are you doing enough?

If you don’t have a newsletter, you should change that. 

If you do, take a moment to look at how you are promoting it.  I would suggest, for most businesses running a content strategy, your newsletter signup should take precedence over any other call to action on your website.

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Written while listening to: New Fazioli tracks by music2work2

Image credit: Pepsi-Coca-Cola Reversion by Graham Smith on Flickr