Newsletters in an Hour a Week
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Transcript of Newsletters in an Hour a Week
Newsletters in an Hour a Week
NCT4G Conference 2017Tuesday, June 6th
Michael NicholsonJeanette Larsen
@DesignHammer
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Michael Nicholson
Project Manager
Michael’s spirit animal
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Jeanette Larsen
Web Designer
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Jeanette’s spirit animal
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DH History
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Struggling with regularity
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• We did blog posts, sometimes
• Decent quality
• Variety of topics
• Inconsistent execution due to a lack of a detailed plan
• No real measurement of impact or frequency
Struggling with regularity
Cobbler’s children
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Have you seen any of these suspects?
• Technology companies with old computer systems?
• Stressed out relaxation therapists?
• Car mechanics with broken down cars?
Cobbler’s children
Problems
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• Lack of inspiration
• Lack of process
• Lack of time
Problems - 3 Main issues
How to generate content reliably, in a timely manner?
Problem - Lack of inspiration
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“I don’t know what to write about.”
Problem - Lack of inspiration
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• How do we get new ideas?
• What's good enough?
• What is the value of repeating content that already exists?
Problem - Lack of process
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I know I've got the file. It's right here in
storage... somewhere.
Problem - Lack of process
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"I don't know what I am supposed to be doing or
who to ask.”
Problem - Lack of process
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Problem - Lack of process
• Who am I supposed to talk to?
• Who are your resources for review and style guides?
• Do you have a defined set of items for a type of content?
• Do you have a timeline for your steps?
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Problem - Lack of time
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Problem - Lack of time
• Lack of organizational buy-in
• Lack of individual buy-in
• Prioritization
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Problem - Lack of time
Our staff always prioritized client work ahead of our content creation efforts.
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• Is this important?
• Does both staff and leadership think it's important?
• How do we get it done?
• Why isn't it getting done already if it’s important?
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Problem - Lack of time
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Distribute generated content
Distribute generated content
• Who do we want to reach?
• How do we best reach them?
• Are their multiple user segments in that group?
• What amount of time do I have to distribute content?
• Do we want the reader to take an action?
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Solutions
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Solutions - Content process
Scheduled crowd-sourcing content creation:
• Structure for regular content
• Scheduled time for crowd-sourcing
• Process in place for review/support with expected time frames
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Solutions - Scheduled crowd-sourced content
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Solutions - Structure for regular content
• Do you have style and content guidelines?
• Do you have a shared, efficient tool?
• What's a format everyone can contribute to?
• Do you have a way to keep track of your progress?
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Solutions - Scheduled time for crowd-sourcing
• How much time a week?
• How specifically scheduled is the time? Is this specific to a certain date or amount of time?
• Do you schedule as a group or as individuals?
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Solutions - Process in place for review/support
• How do people get their content reviewed once they've completed their portion?
• How quickly should that review happen?
• Is there enough time scheduled before the content needs to be finalized?
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Solutions - Scheduled content aggregation
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• Reading
• Taking notes
• “Reader’s Corner” - weekly posting
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Scheduled content aggregation
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Scheduled content aggregation - Reading
Subscribe to email lists that are appropriate/compelling:
• Find advocacy blogs
• Sign up for email lists
• RSS feeds
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Reading - How are you getting information now that is time efficient?
DesignHammer Updates List:http://eepurl.com/cEaYHj
What is important about what you're reading?
• Who said it?
• Who it applies to?
• Is it time sensitive?
• What is the 3 sentence version of why this matters?
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Scheduled content aggregation - Taking notes
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Scheduled content aggregation - “Reader’s Corner”
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“Reader’s Corner” Iterations - Google doc
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“Reader’s Corner” Iterations - Google form
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“Reader’s Corner” Iterations - Google Sheets
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“Reader’s Corner” - Post
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Taking notes example - Google Chrome SSL Warning
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“Reader’s Corner” - SSL example
Solutions - Ideas list for more meatier posts
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• Where do you track your ideas for compelling content?
• How often do you want to create ‘meatier posts’ as part of your communication?
• How often do you review this list?
• Who has access to this list?
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Solutions - Ideas list for more meatier posts
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Solutions - Owner of content generation
• Will there be one or multiple owners?
• Who makes final decisions?
• Should this responsibility rotate over time and at what frequency?
• What is their responsibility?
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Owner of content generation
What does follow up look like in your organization?
• Staff meetings
• Individual assignments
• Project management
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Owner of content generation - follow up
• Google calendar
• List of topics that people select
• What is the accountability of the owner?
• When assignments are made, how are individuals held accountable?
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Owner of content generation - accountability
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Owner of content generation - NOT a full time job
• How much time a week is reasonable for that person?
• How much support do they need?
• Can that support be distributed to spread out the burden?
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Owner of content generation - NOT a full time job
Solutions - What else can you do with your content?
• Educate
• Event registration
• Donations
• Advocacy
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Solution - Tools
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Tools
• Google office
• Social media - tools
• SMS services
• Surveys
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Tools - Google office
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Tools - Social media
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Tools - SMS
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Tools - Surveys
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• Please share your level of interest in the following categories
• How often would you prefer to hear from DH
• Other suggestions
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Surveys - Ask your readers questions you want answers to
Surveys - Ask your readers questions you want answers to
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Surveys - Benefits readers
• Relevant information
• Schedule they like
• Methodology of how the like to be reached
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• Expands your reach
• Increases brand or company awareness
• Identifies you as thought leaders
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Surveys - Benefits organization
MailChimp
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MailChimp - Lists and segments
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MailChimp - List signup forms
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MailChimp - Templates
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Conclusion
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Conclusion - Problems
• How do we create content? - Lack of inspiration, process, and time
• How do we distribute our generated content?
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Conclusion - Content problem
• Scheduled crowd sourced content creation
• Scheduled content aggregation
• Idea list
• Owner of content generation
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• Update list in MailChimp
• Posts on our website
• Promote through social media
• Use Hootsuite to manage social media
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Conclusion - Distribution problem
Questions?
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Follow us! @DesignHammerfacebook.com/DesignHammerwww.designhammer.com/blog/Newsletter sign-up: http://eepurl.com/cEaYHj
Feedback: https://www.surveymonkey.com/r/dh-nctech4good