How to Plan for Consistent Engagement

As an author, your newsletter is more than just a tool for announcing new releases or sharing updates; it’s a direct line to your most dedicated readers. But keeping that line active and engaging can be a challenge.

Planning Your Strategy

Don’t let the word strategy scare you. All it means is “a plan of action” — so if you broke out in hives reading that headline, rest easy. Read this whole article so you have an overall idea of what planning a strategy entails, and then adapt it to your way of working. No judgement here.

The most effective plans of action ensure ongoing communication with your readers. How? Create a newsletter content calendar. Here’s a step-by-step guide to building one that will help you maintain consistency and deepen your connection with your readers.

You may notice that in most of the articles in this series, one of the key steps is to define your goals. Why?

Because your goals are critical to good planning.

Think of goals as a map with destinations marked for stops in a trip. If you’re going from Atlanta to Los Angeles, California, you might plan to stop in Mississippi, Texas, and Arizona to see various sites. You’ll have a good idea which highways to take. If your goal is to go “out west” then it isn’t going to matter much which road, as long as it keeps going west. But where is “out west” located? Washington state? Oregon? California? Which part of California? Get the picture? It’s okay to state “I want to see California” and then go from there, because once you get there, you can make further decisions and lay out a plan with more detail.

Step 1: Define Your Goals

Before drafting your calendar, it’s good to decide what you hope to achieve. Is your newsletter to inform readers about new books? To build a community? To share insights about your writing process? By clarifying your goals, you can tailor your content.

Action Item

Write primary goals for your newsletter. Aim for two to three clear objectives.

Examples:

1. To engage and build a loyal readership by sharing exclusive content, updates on new releases, and insights into the writing process.
2. To foster a sense of community among readers by encouraging feedback, hosting discussions, and providing a platform for reader interaction.
3. To drive book sales and promote special offers by informing subscribers about upcoming releases, events, and promotional campaigns.

Step 2: Know Your Audience

Understanding your audience is key to delivering content that resonates with them. Consider their preferences, interests, and what content they may be hungry for. This knowledge will guide the types of newsletters you create and how frequently you send them.

Action Item

Consider what your readers like to read. What genres are similar to yours?

Step 3: Choose Your Content Themes

Diverse content will keep your newsletters fresh and engaging. Define a few core themes or categories that you want to rotate through. Some ideas include:

Writing Updates

Share snippets of your current projects or insights into your writing journey.

Behind the Scenes

Offer a peek into your writing process, workspace, or daily routines.

Reader Spotlights

Feature reader reviews or feedback, and encourage participation from your audience.

Themed Issues

Tailor monthly themes based on holidays, seasons, or literary events.

Action Item

List four to six themes you’d like to explore in your newsletters.

Examples:

1. Writing Process Insights: Share behind-the-scenes glimpses of your writing routine, techniques, and the challenges you face, offering readers a deeper connection to your craft.
2. Book Recommendations: Curate a selection of books you’re currently reading or that have influenced your writing, alongside your thoughts on them to engage and inspire your readers.
3. Upcoming Projects: Provide sneak peeks or updates on current works-in-progress or future releases, generating excitement and anticipation among your audience.

Step 4: Create a Posting Schedule

Deciding how often you will send out your newsletters is vital for maintaining consistency without overwhelming your audience. Depending on your bandwidth and content availability, consider a weekly, bi-weekly, or monthly schedule.

Action Item

Choose a frequency that aligns with your goals and audience preferences. Mark these dates on a calendar and set reminders to help you create what you need before the due date.

Step 5: Brainstorm Content Ideas

Brainstorm ideas for your newsletter. Think about varying formats to keep things interesting, such as:

• Articles or blog-style updates
• Book recommendations
• Character interviews
• Writing prompts
• Q&A sessions
• Exclusive excerpts or artwork
• Contests or giveaways

Action Item

Jot down at least three concrete ideas.

Step 6: Use a Calendar to Organize

Now it’s time to organize everything into a workable format. Utilize digital tools like Google Calendar or similar software.

List your content ideas along with publication dates. This helps you visualize your content flow and adjust it as necessary.

Action Item

Create a digital calendar where you can input themes, topics, and deadlines for each newsletter.

Step 7: Add Reminders and Deadlines

Setting deadlines helps you stay on track and enhances your productivity. Add reminders for drafting, editing, and finalizing your newsletters. This step will help you avoid last-minute scrambles to produce content.

Action Item

Set up reminders in your calendar tool for each of these phases. Allow yourself time to begin creating your newsletter in advance.

Step 8: Review and Adapt

After implementing your content calendar for a few cycles, take time to review its effectiveness. Analyze your engagement rates, such as open rates and click-through rates, and gather feedback from your readers. Use this data to adapt your content strategy to meet your goals and your readers’ needs.

Action Item

Schedule reviews to assess your newsletter performance and make necessary adjustments.

Conclusion

Creating a content calendar for your newsletter enhances your ability to engage and connect with your readers. By planning your content, you pave the way for consistent communication that not only informs but also entertains and builds community. Remember that the key to a successful newsletter is not only good content but also consistency. Happy writing!

About the Author

Kayelle Allen is the founder of Marketing for Romance Writers, an IO group dedicated to authors helping authors promote and learn. She’s the author of over twenty books, and from her comfy ergonomic office chair, Kayelle Allen forges the very fabric of her story universe using only the tips of her fingers and her powerful imagination. Her passion is to create both commissioned and original art, employ extensive worldbuilding with inventive behind-the-scenes peeks, and write tightly woven tales. Explore an entire universe of stories and tour the Empire at https://kayelleallen.com