Keeping it Focused
Company eNewsletters are designed to present compelling, educational information to readers. For this reason, it's important to keep newsletter articles focused. While overly broad articles will be quickly disregarded, a well-structured and focused article will interest and inform the reader.
Make it usable
Readers want information they can use and act upon. Using too broad a topic makes it less likely that this will be the case. Take the topic of e-mail, for example. "What it is, what it does, and how to use it" is too much information for one article, and leaves little possibility for tips and tricks that can be put immediately into action. Narrowing the focus to, say, "keeping your e-mail inbox organized for maximum efficiency" provides opportunities for actionable advice (e.g. create subfolders, organize daily, etc.).
Keep it specific
Keeping the topic specific will ensure an article is focused. Consider what question your article ultimately answers for the reader, and ensure its information is answering that key question.
When developing an article topic, keep asking if the topic can be narrowed. Using the example above, can e-mail inbox organization be narrowed still further? How about using subfolders for maximum efficiency? Make sure to stay within whatever narrow focus you choose.
Ensure the article title accurately reflects the content, as it will contribute significantly to whether or not readers want to know more. The more compelling the title, the more likely readers will pursue the article.
Keep it succinct
Once a focus has been determined, be sure to stick with it. Don't be tempted to express everything known about any given topic. State each point clearly and move on.
Keeping your article topics narrowly focused and providing actionable information goes a long way toward attracting and maintaining reader attention!
For further information on how eNewsletters can benefit your organization, contact the professional team at Proven Systems at (970) 223-6565 or visit info@provensystems.com. |
