Corporate blogs, newsletters, advice articles in social media: Do subscribers and the community have a right to regular publication? What should be considered so that your own content actually achieves the communication goals set - even if time and resources for creation are sometimes limited?
Table of contents
Do you have to deliver if no money is flowing?
One gives …
… takes the other one?
How binding is the commitment?
Transparency is the key
Don't promise what you can't keep.
tl;dr
I write a newsletter every week. But, to be honest, some weeks I find it line data difficult to stick to the routine. Despite collecting topics over a longer period of time. Despite good time planning. Although I constantly clarify my "why" ( see newsletter from September 22, 2021 ). This is all the more true because other formats - such as the brand ambassador impulse, which also appears weekly - and interaction on social networks already take up a considerable amount of time. After all, this publication activity, as well as the exchange with the community, takes place alongside my regular work.
Do you have to deliver if no money is flowing?
Whether as a personal brand or as a content manager in a larger company: Who has never thought, at least secretly, that nobody is obliged to provide free content, even if it has been announced in advance or subscribers have been promised it on a regular basis? It's not like a paid subscription, where money is paid for a certain frequency or amount of content.