In most cases, I am more interested in the whys of things than the hows. As a result, this particular newsletter is more about the practice of writing, as well as the strategic considerations of a newsletter campaign, than it is about technological implementation. While I will spend some time talking about how to implement a newsletter campaign, my primary goal is that you finish reading this newsletter inspired to write your own.
Writing a newsletter can be a central element of two different, but essential, business strategies. As part of a marketing strategy, your newsletter should inform clients-to-be of your expertise by offering them compelling and educational expert content. As part of a web content strategy, meanwhile, your newsletter should regularly add substantial written content to your website, prompting search engines to frequently index and better qualify your authority over those subjects you write about. You've got to keep in mind that these strategies are completely interdependent; one is not preeminent over the other.
This month, I'd like to first examine what good professional writing requires, then look at some best practices for making a newsletter a successful part of your content strategy.