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Do you struggle to regularly create content for your subscribers? In this post I outline what valuable content is and 5 different types of content you can send your list.

You know already that your email content needs to provide value. But what is valuable and how can you provide value consistently?

What do I mean by “value”?

Valuable email content educates, inspires, connects or entertains.

You can of course do more than one of those. I often recommend crafting mission statement for email content. A mission statement can help you get super clear on what value your email content is providing.

For example, my email content mission statement is:

It’s the mission of these emails to help creative female entrepreneurs deliver their content by providing useful tools and tips.

Another example:

It’s the mission of these emails to help aspiring coaches reach their income goals by providing real practical strategies.

Here are 5 things you can send your list

Once you’ve clarified the mission behind your email content, crafting content becomes a lot easier. Here are five ideas to get your juices flowing.

1. Freebies – outline of a process, checklist, style guide

freebie image.

People often set up a lead magnet – or an opt in gift – but neglect sending their list any more juicy free content. Taking some time to periodically send more freebies to your subscribers shows that you’re dedicated to providing value to them. Don’t be afraid to give. The more you give in free channels like this, the more people want to work with you or buy your paid stuff. Sure, you might get a few people who just surf the free stuff, but that’s cool too. They know you as an expert/the best at your thing and are more likely to recommend you to their friends and peers. Like, how cool is that?

Don’t fall into the scarcity mindset here. Don’t be afraid to give and give often. Amy Porterfield has a freebie for every podcast episode… the more she gives, the more people want to work with her.

2. A glimpse behind the scenes

behind the scenes

This one is perfect for artists but is also cool for service based businesses too. This is especially awesome if you don’t share many behind the scenes type snaps on social media. It becomes exclusive content for your list. It’s an opportunity for your subscribers to connect with who you are and how you work. Try creating a photo collage of your workspace/s that tells a story. Web apps like Canva or PicMonkey are great options, but there’s also collage apps available for phones these days too.

If you are creating a collage for email, I recommend making it no bigger than 600px wide so that it renders well on screens.

3. An exclusive article or video or tutorial

Blog listicle 5 things you can share with your list

Throwing your latest blog post into your email and hitting send or automating the whole process might be exactly what your readers want. But some subscribers are expecting to get exclusive content. Sure, having your blog show up in their inbox is great, but how are they much different from everyone else? Where’s the VIP treatment?

An exclusive article, an unlisted video on YouTube (so only people with the link can watch it) or an exclusive tutorial gives your subscribers content that only they get from being on your list.

4. Regular top 3 tips

top tips

If someone’s website said “Sign up to my list and each week you’ll get three, creative and practical tips to grow your business,” would you be tempted? It’s pretty clear the value that they’re offering.

This type of content is also great to plan out in advance, and yet remain flexible. It can be bite-sized, value packed nuggets for busy people. So if your audience are “very busy”, this might be the perfect email content offering for them.

5. Curated content

curated content

When I ask people what their favourite newsletter is, I’m surprised by how many people say they love a newsletter that is a round up of articles or blogs or videos. The person sending out the email is mostly sharing other people’s content. They might have their own post or podcast or something in there, but usually it’s a collection of stuff they read or seen that is super relevant to their subscribers.

This works on a couple of levels – it’s educational, but it also helps people connect with you as the curator. Because if they like you – reading and watching the things you read will help them feel closer to you and foster a sense of common ground. If you also summarise the information for them, it can be a fantastic way to help your subscribers on top of the latest info and broaden their knowledge in bite sized pieces.


So what are you going to send your list this week? Has this blog inspired you to create something valuable for your list? I’d love to know.