eAdvisor - eMarketing Tip of the Month
   
 

Never run out of article ideas — it's not as difficult as you think

Brainstorming is a proven, effective way to develop article ideas. Almost every editor uses this time-honored technique. The most successful are those that combine inspiration with perspiration – they couple brainstorming with a systematic approach to planning to achieve the best results.

Start by putting together a six-month calendar of your company's major events, announcements, meetings, executive presentations and new product launches. You can gather important dates from colleagues on your marketing or public relations team.

Then overlay anticipated industry or customer-driven events and opportunities, such as major tradeshows and conferences, onto your calendar. Don't forget to incorporate your eNewsletter send dates.

Listen

What types of stories do your readers find most (and least) interesting? Unlike editors of traditional publications, you don't need to conduct a focus group to find out. They've already told you, thanks to your eNewsletter Clicks and Views reports.

Go back and review the data from the last five or six newsletters. Identify the most popular subjects or themes. For example, one might be "How Companies Use Our Technology to Reduce Costs." Another could be, "Selling to International Markets."

Once you've identified your readers' interest, you're ready to have some fun.

Brainstorming

Brainstorming helps you approach problems or opportunities with fresh eyes. It often results in radical and remarkably original ideas. Although you can brainstorm by yourself, the process can be more productive and fun when you involve a team.

Brainstorming rules are simple. According to management consultant James Manktelow:

  • Define the problem you want to solve.
  • Keep your focus on the problem.
  • Absolutely no criticism is allowed which can stifle creativity and participation.
  • Be enthusiastic and involve everyone.
  • Welcome creativity and have fun.
  • Encourage people to elaborate on another's ideas.
  • Appoint someone to take notes.

Once you've assembled your team and explained the rules, ask them to brainstorm each of the major themes you identified from your readers. For example, ask "What are possible ways we could tell them about how our technology is saving customers money?"

Then, "What are some interesting, original ways we can write about selling to international markets?"

Ideas into action

After the brainstorming session you can evaluate each idea. Separate them into three categories: (1) yes, (2) maybe and (3) definitely not. For each, yes, check your calendar/matrix to see if there is an event or month where this article would be most timely.

Your Idea File

Keep all those ideas you don't assign (along with the maybe ideas) in an idea file. Routinely supplement this file with news clips, customer letters, e-mails and other items that cross your desk and might lead to potential articles for your newsletter.

When articles fall through, or get delayed, you'll have a file full of ideas.

For additional newsletter article help, read How to Never Run Out of Newsletter Content Ideas, contact the Proven Systems experts at 970-223-6565 or visit www.ProvenSystems.com.
 

 

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