At 55 I am back at McGill on a mission to learn about content creation and community management. The biggest hurdle is not having a journalism/writing background. The words don’t flow easily. Crafting the right message takes time.
In my current role as the multimedia manager for Breville Canada, I have been assigned to launch and manage the newsletters to consumers.
The newsletter can’t be just another type of product sales flyer; it needs to develop engagement with the recipients/reader. I need to engage these ‘foodthinkers” with topics of interest to them. I want to turn these consumers into brand fans and influencers.
Following the topics that have been presented in class, the newsletter project has started to take on a framework.
- I have started to develop possible personas of the audience.
- Next is the development of a content calendar. Fundamental is the structure of the newsletters : the topics(content ideas) and cross referenced to months/dates. In my case I need to ask: Do foodthinkers want to know more about food trends? The latest cookbooks? Cooking techniques? Do they want to know where & when Breville will be hosting in store demos of new products?
In the newsletters, I also need to address some of the difficulties or issues consumers have with our products. I know, for a fact, that we receive a large number of calls and emails from consumers regarding their espresso machines. What if we can address these issues in an ongoing series of tips for getting the perfect espresso shot in a series of short articles, with a “how-to video” in newsletters? As a measure of success I aim to decrease the number of emails to the consumer response team regarding espresso machine issues.
Part of my learning mission is accomplished. Stay tuned for the next installments.