- Photo by Mike Mozart
Taco Bell has a little secret.
In fact, most fast food joints are in on this secret, and you probably haven’t event noticed.
What’s Taco Bell been keeping under wraps? Just take a look at their menu. The majority of the 40+ item menu is made up of only 3 core ingredients: meat, cheese and tortillas. The ingredients by themselves aren’t impressive (probably the opposite), but the way they repurpose the ingredients in a million different combinations keeps people coming back. And it’s a strategy worth noticing.
Now, take a look at your nonprofit. Specifically, your newsletter.
Newsletters have been around forever. They started out on paper delivered to your business or home, now they’ve moved to email and can be delivered with the click of your mouse. They’re an effective tool to keep in touch with your audience — but there’s a catch.
They’re missing one BIG thing.
Newsletters aren’t timeless. You send out the email, your audience opens and reads it once, and then it’s either buried in their inbox or sent to die in their deleted items folder. The shelf life of a newsletter is only a few minutes.
Your audience can’t bookmark a newsletter like they would an article online. The articles aren’t indexed on your site, so they can’t be found by people searching on that topic. And new subscribers have no way to catch up on past issues.
The best fix for this is creative repurposing. It’s time to ask yourself, What content from my email or print newsletters could benefit my audience on my website?
Here are a few ideas:
- If your newsletter contains news and events, create a “Community” section or “News” tab on your website to include that information.
- If your newsletter contains industry articles or trends, post them to your blog or “Resources” tab on your website. This gives your audience a simple way to find the information long after you’ve sent the newsletter.
- If your newsletter contains new information about your nonprofit’s work, add the content to your “About” pages for additional, and more permanent, reading.
Not every part of your newsletter needs to be repurposed on your website. It’s a great strategy to have exclusive content to keep your audience interested and attract new subscribers. But one rule remains unchanged: Your content needs to be good.
When you start repurposing content, you’re not just writing for your audience anymore. Anyone searching online could stumble onto your material. Take each audience member into consideration when using newsletter content on your website.
Start by repurposing your best content. Listen to the feedback you get from core follower’s comments and see what content gets shared by your followers. Use those insights to continually improve your content and watch your audience grow from the names on your email list to anyone searching for your website!