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The Difficulty of Scaling up Communities

How to build a marketing newsletter that's an asset, not an expense

We make a mistake when we think of a marketing newsletter of 'news' about our company or general 'news' which we share with our customers to persuade them buy. Newsletters ought to drive people to the long-term value they can find at your web site. First, the web site has to contain useful content. Then social media and newsletters are used to help people find the information or tools they can use. 

WebInkNow: Are You Creating Marketing Assets or Just Generating Marketing Expenses? 2019-Oct-17 by David Meerman Scott

For example, if you spend $5,000 in a given month on advertising via Google AdWords, the only thing you are buying are the resulting clicks of your ads appearing against the important phrases people search on to find your business. But as soon as you stop paying, your clicks stop completely. This is the classic example of a marketing expense.

However, if you spend $5,000 in a given month to hire an agency or a freelance journalist to write a bunch of interesting blog posts relating to important phrases people search on to find your business, you will have assets that live on forever that will drive people to your content from the search engines for years to come. The content will have value many years after it has been paid for.

I started writing my blog fifteen years ago. Every day I get a few hundred inbound clicks from Google because people find my work as they are searching. Posts I wrote many years ago rank highly in the search engines. This blog is an essential asset of my business.

My free ebooks have been downloaded millions of times. They are also an important asset of my business.

My blog posts and ebooks are assets that I own! They were “paid for” years ago!

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