Newsletters are a tactic more and more marketers start to use. We're finally aware that it just makes sense to invest in email. There's high ROI, and you're not dependent on the next algorithm change or the updates in a social platform.

But which part of the newsletter do you focus on?

Most creators instinctively understand the "news" part. Few focus on the "letter" part.

And this is actually where the meat to your newsletter potatoes is.

Ann Handley says it best: “If your brand is to thrive, you’ve got to show your face. Show up. As a person. As an individual.”

This is the reason why editorial pieces and regular columns are a focus for newspapers and magazines.

It's the reason why people have favorite newsletter authors and support them through SubStack.

It's all about personality and relationships.

And here are some personal observations. I started adding an editorial section to this newsletter in late 2019 and fully committed to it at the start of 2020. I got 159 responses since the start of 2020. I got 17 responses to my newsletter before that. Ever. Since 2017.

I hope you don't need other proof that the "letter" part of "newsletter" is the way to create a stronger relationship with your audience.

Be editorial,

From the blog

Top 10 Digital Marketing Reports You Need in 2021
Marketers need to keep up to date with current digital marketing trends. You can easily do this with these 10 digital marketing reports. They are jam-packed with insights and relevant stats! This is an older post but it's now fully updated with the fresh editions and key takeaways from the sources I recommended you.

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Don’t Underestimate the Power of a Walk
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Facebook Events Manager: A Complete Guide To Events, Conversions And Ad Optimisation
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12 Checklists for Bloggers to Implement Content Marketing Best Practices
There's a lot of work that goes into blogging. This article covers some of the key steps in creating and distributing blog content. What I plan to do is go through the individual checklists with fresh eyes and combine the steps that make sense in one master list.

Things I'm enjoying right now

• This Spotify audio content from pasta brand Barilla — Barilla created Spotify playlists that have the exact length it takes to cook different types of pasta. It's a great example of how your content can be much more than traditional blog posts or videos.
• An example of how to connect with your audience's interests — this post by Red Bull on Instagram shows that they truly know what runners go through. By connecting with your audience through their interests you're winning the game of content.
• Another chance to go see the AdWorld 2021 Conference on me — I'm just too excited to stop talking about my giveaway. I'm giving away another AdWorld ticket this week. Since you're already a subscriber, leave the same email to register your interest and invite friends for additional entries. Good luck!

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