Tech Marketing: Using your blog as a content source for your monthly newsletter

If you've ever run marketing for a company and tried to have a high-quality customer or partner newsletter you know that the having fresh content can be an issue. The way we've solved that problem at Scribe Software is by creating a blog and publishing a schedule by which team members have to create posts. We then use the posts as articles for the newsletter. Each newsletter article is a summary of a post and links to the post page. This strategy has worked great because our team has embraced creating their posts and because we have a big enough team that no one person has too many posts assigned to them.

Since implementing this strategy our issue seems to be which articles to run highest in the newsletter and, often, what to cut from the newsletter. With ~10 new items on our blog every month we find ourselves now with too much good content. Since each newsletter may also have other items (sales promotions, webinar announcements, etc.) to include in addition to content stories we now have to be choosy about what makes it into the newsletter. This is a good problem to have and ensures that our readers will not opt out of the newsletter. Since beginning this strategy in August we've steadily seen our newsletter opens and clicks increase which has resulted in increasing readership on our blog. We know this because we use Pardot Marketing Automation software which gives us deep insight into all of our email, web form and website visitor activity.

Our strategy of using our blog to feed our newsletter to keep our customers and partners engaged has been a winner for us.