| ing articles, especially via an e-zine, is the ideal | | | | subject. |
| opportunity to showcase your business. By sharing | | | | It's much easier to bang out a list of tips than to put |
| your knowledge and expertise, you build credibility as | | | | together a real article. Of course, the tips can evolve |
| an expert, while spreading the word about your | | | | into an article if you wish! Be sure to list your best tip |
| services and products. | | | | first, or at least close to the top. (If you "fire your |
| While I'm sure that sometimes you have dozens of | | | | biggest gun" last, you risk losing your audience before |
| content ideas, I bet other times you find yourself | | | | they get to the good stuff.) |
| staring at a blank computer screen, grumbling that it's | | | | 7. Interview associates whose expertise would interest |
| publishing time again. Well, have no fear! Here are 11 | | | | your readers(while not competing with yours). |
| quick (and good) content ideas for when you're in a | | | | E-mail interviews are incredibly easy to do. Just send |
| pinch. | | | | your interviewee 3 to 5 questions via e-mail, edit their |
| 1. Give real-life success stories. | | | | answers, and have them approve the final version. Be |
| Describe a problem you've solved for a client | | | | sure to give them a short plug in your e-zine as a |
| customer, and use that as a springboard to offer more | | | | thank you. (A one- or two-sentence description of their |
| general advice. Show your readers how you've helped | | | | business and their Web address should be fine.) |
| customers address challenges -- "case studies" if you | | | | 8. Recommend books and resources that you use, |
| will. This positions you as the expert in your readers' | | | | and offer full reviews on them. |
| minds more than your coming out and saying so. | | | | In one issue of my old e-zine advertising, "AKB |
| 2. Think of three areas in which you'd like your clients | | | | MarCom Tips," I featured reviews of my favorite four |
| to think of you as a resource. | | | | copywriting resource books. I'm glad I also gave my |
| Now develop content in those areas. For example, in | | | | associate links, because I ended up making some nice |
| my past life as a professional copywriter, I really | | | | commission, to boot! |
| enjoyed writing for Web sites. To help encourage my | | | | 9. Invite clients or readers to write you with their own |
| clients and prospects to hire me for these projects, I | | | | questions, and answer one in each issue. |
| published several articles on how to write Web copy | | | | Right after their question, publish the person's name, |
| that sells. | | | | business, and Web address, with their permission. |
| 3. Read industry publications for ideas. | | | | They'll enjoy the attention and free publicity! |
| Are there any hot issues in your field right now? The | | | | 10. Invite readers to send in profiles. |
| more controversial, the better. Don't be afraid to offer | | | | Ask them to tell you about themselves -- their names, |
| your own opinion -- your readers want to know it. | | | | businesses, locations, and how they use the |
| After all, YOU are the expert in their eyes. | | | | information gained in your e-zine. Feature one profile in |
| 4. Jot down 8 questions your clients have asked you in | | | | each issue or one every few issues. |
| the past. | | | | 11. When all else fails, borrow an article! |
| You know, the ones they ask you over and over. | | | | There are dozens of Web sites offering hundreds of |
| Answer each in a short article. If you publish weekly, | | | | articles that you can use in your e-zine. The articles |
| that's two months' worth of content, right off the bat! | | | | are free and available for you to use immediately. The |
| And if you can't think of any questions, send all your | | | | only catch is you're required to leave the entire article |
| current clients/customers a quick e-mail, asking them | | | | intact, including the author's promotional information. |
| what topics they're most interested in learning more | | | | One last note: Keep in mind that if your e-zine's main |
| about. | | | | objective is to get you more clients and customers, |
| 5. Learn anything neat lately from an industry | | | | you should NOT feature other writers' articles more |
| conference, workshop, seminar, or insightful article? | | | | than once in a blue moon. Remember our main goal is |
| No one says you have to reinvent the wheel of | | | | to continually showcase YOU. |
| information! Pass on any gems of advice you've | | | | Yes, having a corporate website might not be as |
| learned elsewhere -- just give them full attribution. Or | | | | glamorous as having a hard-hitting sales letter type site, |
| give your opinion of the event or article itself. Your | | | | or an online shop where customer conversions can be |
| readers will appreciate your frankness. | | | | measured through direct sales, but can your company |
| 6. Offer a list of your top 5 or 10 tips on a certain | | | | really afford to be without one? |