When it comes to building brand awareness, a newsletter with valuable content can help strengthen the relationship between you and your customers. It’s also a dependable way to drive customers to your site and give a boost to your sales numbers. In the business-to-business world, coming up with interesting topics that will keep your audience interested can be difficult to do with each and every mailing. Training Marketer offers these seven great ideas for turning a dull b-to-b newsletter into a must-read:

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1. Ask for help. Do you work with a vendor who enjoys writing? Ask him or her to write an article to be featured in your next newsletter. It will make your newsletter more interesting while strengthening the relationship with your vendor.
2. Summarize articles. Use short summary paragraphs to entice your readers to click through and read the full article on your Web site. Keeping it short helps people quickly get the information they need.
3. Have fun. Find topics that may not be directly related to the kind of business you do but will entertain your audience. Turning a story about an alligator caught in a sewer into a valuable business lesson may take some creativity on your part, but your audience will enjoy reading it.
4. Answer customer questions. Are your customer service representatives being asked the same questions over and over? Turn those questions into articles that provide customers with information before they have to ask for it.
5. Follow the competition. Sign up for your competitors’ newsletters and follow the topics they write about. Their topics could spark ideas to include in your newsletter.
6. Reuse and recycle. Repurpose some of the old articles that have been collecting dust in your content library. As long as the material is still relevant, recycling articles is a great way to create fresh content.
7. Ask your readers. Send some of your customers a small survey asking what kind of topics they would like to read about in the newsletter. When you know exactly what they want to read, you can’t go wrong.

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