Strategy, length & frequency
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Even if you're pretty sure you know the kind of content which gives value to your readers, you still have to make a decision on how much content to present (newsletter length), in what form (content strategy) and how often (publication frequency).
Always consider these three issues together, since they're interrelated. For example, let's say you have 4 items of information to send out each month. You can have a weekly newsletter containing one item, or a monthly newsletter with four items. So you can use the frequency of publication to determine your length and vice versa.
We can easily get into a chicken and egg situation here. Do you pick a frequency and then a length, or a length and then a frequency? It can get confusing. Especially when you throw in a whole bunch of other factors to consider.
Before we look at length, strategy and frequency in detail, it's helpful to have an overview of the main factors involved.
- Reader preferences (what do readers want?)
- Your objectives (what are you trying to achieve?)
- The amount and type of information you can and want to send (what will your content support?)
- The costs and revenues associated with the alternatives (what makes financial sense?)
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