Forward planning your newsletter ensures you won’t struggle for something to say when the next issue falls due. Just draw up an editorial schedule to map out the content issue by issue.
Aim to do this for a period covering at least the next quarter. Check your diary and enter potential articles that tie-in with key cycles in your company’s calendar. Then, depending on the size of your operation, flesh out and confirm the details with colleagues whose input and co-operation you’ll be seeking to make them happen, perhaps in the form of a regular editorial meeting. Build in some flexibility as the newsletter needs to be responsive to shifts in company direction or changes in its marketplace.
Set time aside for articles
You can then start generating articles that aren’t time-sensitive, such as case studies and ‘how to’ pieces and have them ready well in advance. These will also be good stand-bys when a planned story gets pulled at the last minute.
Set some regular time aside to work on this library, say a half hour each week, so you can count on getting the articles completed in spite of busy periods.
Again, it may be appropriate to delegate some articles to those with specific knowledge or responsibilities, or at least have them provide you with input you can edit into the final piece. Guest articles showcasing customers or outside contributors are another useful way of spreading the load.
Managing deadlines
You’ll need to set dates by which all submissions must be written and received – and a final date for the complete issue’s sign-off. Work backwards from your target issue date, allowing time for all the production elements, and set your published deadline a day or two before the real one to give yourself some extra time.
Ensure everyone appreciates that the deadline is exactly that and that articles will appear unchanged unless amendments or comments are in beforehand. Approvers should delegate if they’re not going to be around at the appropriate time themselves and be restricted to just correcting factual inaccuracies. You don’t want them putting their personal stamp on the newsletter’s overall style and tone.
Lastly, one person should have the final say on the complete issue – involving any more will only cause confusion and probably delay you in getting it out.
| Tags: customer newsletters, newsletter deadlines, newsletter planning, newsletter scheduling, newsletters, planning your copy, writing articles
