July 31, 2019 Tara Wright

How to Create a Compelling External Newsletter

External Company Newsletters: A Guide 

Last month we talked about internal company newsletters and what your employees want to know. Now, it’s time to think about your external company newsletter. But where do you start?

First things first.  Think about your audience- the community around you, the people who are connected to your company, and the people who use your product or services. By updating these people on what’s going on with your company, it keeps them informed and interested about what’s going on in the organization.

Think about what each audience wants to know. Here are a few topics to include in your newsletter to make sure you are addressing all your various audiences:

  • Highlight events your company has taken part in or sponsored. How has your company been involved in the community lately? Have you made a charitable donation? Did your employees donate time to an organization in the community? Did you sponsor a day of service with pay to allow them to do so? Local community highlights resonate with people and can give good insight into your company’s values.
  • What’s new with your company? Highlighting things like new hires, leadership changes, acquisitions/mergers, awards won, job openings, etc. makes for great newsletter content and drives readership. It might even get people interested in joining your team!
  • Next, think about any projects you’ve recently completed. Be proud of your work! Your external audiences often want to learn more about the type of work you do. Showcase projects that are unique and innovative. Include lots of photos and links to videos if possible, to make the experience more engaging.
  • Finally, cover stories about your employees taking part in outside activities- either personal or on behalf of the company. Perhaps you had a company outing to a fun destination, or one of your employees had a great accomplishment outside of work. By writing about these topics, it helps people get a sense of your unique company culture- a place they want to work, follow or hire.

Writing an external company newsletter allows you to share your company’s work, community involvement, accomplishments and employee stories with the world and your local community. External audiences want to hear from the companies that matter to them, and a newsletter is a great way to start!

For more information on how TVG can help you craft a great external company newsletter, give us a call at (314) 991-4641.