From Could to Should to Must: Making Your Content Essential

Every second Sunday, I get a treat in my inbox.

That's when two of my favorite newsletter writers, Ann Handley (bi-weekly) and Christopher Penn (weekly), publish new issues at the same time.

It's a small pleasure, I know. But one that always gives me something of value.

For instance, last week Ann talked about catchy subject lines versus sender reputation. If who it's from is more important than what it's about, that's a solid indication you've built a bond with your reader (or customer).

I don't have to tell you how rare that bond is. It's something I'm trying to build with you.

What's The Secret to Their Success?

First and foremost, I'm interested in what Chris and Ann have to say. That's why I subscribed in the first place.

But the reason I stay with them or any newsletter, for that matter, is that ineffable combination of content, personality and writing style.

In other words, the words. And whether they speak me in a personal way.

It's like when you're a kid waiting by the window for the letter carrier to bring a box you were expecting. Some days ... nothing. But then, you see a parcel come out of the mailbag and you know that's for you!

A Sorting System for Newsletters

That got me thinking about all the other publications I subscribe to. And realize that I unconsciously place them in one of three categories:

1. Could read - something I might read if I get around to it, but more often than not simply delete. This wasn't always the case. But like many things, the newsletter and I just grew apart. Maybe the content isn't as relevant as it once was. Or maybe, it's just me. Still, I'm not ready to end the relationship and unsubscribe ... yet.
2. Should read - an email with news and information that's important to know. That could be a recap of world events from a media outlet I like. Or digital marketing news about a change to one of the platforms. I read these because they provide information I need to keep me at the top of my game. Do these ever turn into could reads? Sometimes, and as above, it's tough to unsubscribe.
3. Must read - these are essential. And they give me a small jolt of anticipation every time they land in my inbox. Why? Because they don't let me down. Sure some issues are better than others. But there's always a nugget of new thinking or fresh insight. And the writing has personality!

My current must reads include the aforementioned Ann Handley's Total Annarchy and Chris Penn's Almost Timely Newsletter .

Plus:

1. The Neuron , a brief daily recap of the latest AI news with a dollop of context and dash of humor.
2. Ethan Mollick's One Useful Thing , a long form essay, often an experiment he conducted with Generative AI, that comes out when he has something new to say.

As you can see, it's not a long list.

And it's highly tailored to my specific interests and what I want/need to know.

How Can You Do that for Your Brand?

Well, It starts with the receiver—that is, your audience. You've got to step into their shoes and show them you understand what they're looking for and can provide that in a way few others can.

That means creating content that's relevant to them yet written in a tone of voice that's unique to you.

It also means spending hours honing your idea and fine-tuning your writing. So it seems almost effortless because you can't see the cogwheels whirring in the background.

This isn't something a chatbot can do very well. At least not yet. (Sorry, Martin-bot.)

Finally, you need to figure out how to catch people's attention when they're most receptive to what you have to say.

It's all about your timing.

Finding the Perfect Moment

A few years back, Google shared research on micro-moments, four types of information people search for when they're on a smartphone. These include:

• I want to know - awareness
• I want to go - location
• I want to do - ideas
• I want to buy - purchase

As with the best newsletters, micro-moments are all about timing and context.

Creating content for micro-moments is what I talk about in this week's Digital Marketing Trends video. Check it out and let me know what you think.

Getting Out and About

Before I go, I wanted to mention two events I'll be speaking at in April.

I'll be on a panel with Donna Z. Davis, Ph.D. and Gary Grossman talking about AI in Academia at the Institute for Public Relations Bridge Conference in Washington, DC .

This is one event I always look forward to because it combines perspectives from educators and industry professionals and I always learn a lot.

I'll also be conducting a hands-on workshop on AI writing and content creation at the Ragan Employee Communications & Culture Conference ?in Chicago, April 16 to 18.

If you're interested in attending, use the code MARTIN100 for a registration discount.

Follow Me on LinkedIn

Thanks for taking a moment with issue #98.

Be sure to follow me on LinkedIn . This newsletter comes out every two weeks. But between issues, I share shorter daily posts with my take on digital marketing and the latest on generative AI. It's another way to stay on top of the trends.

And while you're at it, follow the Future of Marketing Institute , too. Every day we share content and perspectives on where we may be heading and what the shift might mean.

Let me know if you have questions about any of the videos in Digital Marketing Trends, or my other LinkedIn Learning courses . You can also visit my website and send a message or a question.

What types of email newsletters do you subscribe to? Which ones make you want open them like a gift? Why is that? Please share your stories in the comments below.

Before I go, I just want thank you to the more than 450,000 of you who subscribe, read, comment and share the newsletter! It's great having all of you along for the ride.

And now, it's my moment to say goodbye. See you in a couple of weeks.

Note: All the content in this post was written by a human—me and not Martin the bot.