I’m a big fan of INTERNAL newsletters for product marketing.
Thinking of starting your own?
Here are some things you should include 👇
But first — why should you consider creating an internal newsletter?
Believe it or not, a big part of your job is internal marketing.
You can gather the best competitive, market, and customer insights.
You can create the best messaging, collateral, and playbooks.
But when you leave it all to people discovering it on their own, it’ll never happen.
That’s why your brand new pitch deck never get used. Sorry.
Newsletters are NOT the solution on their own. You still need internal collaboration, enablement training, and a strong feedback loop. But today I’m talking specifically about newsletters.
They’re a simple way to keep everyone informed, enabled, and drive adoption of your content.
But what should you include in an internal newsletter?
Here are some ideas:
Product launch updates:
↳ Timeline changes and reminders
↳ Share messaging
↳ Early product screenshots and gifs
↳ Success stories and quotes from beta testers
↳ Success metrics and stories from past launches
New collateral and messaging:
↳ A great way to “launch” new assets
↳ Share positive internal feedback from reps
↳ Call recordings that highlight success and best practices
New competitive intel:
↳ New competitor product launches
↳ Competitor positioning and messaging changes
↳ Share recent wins against them
↳ Give props to reps who shared great intel
Market and buyer insights:
↳ Share key insights from win-loss interviews
↳ Share juicy insights from customer and prospect calls
↳ Share feedback from analysts
Now that you've got some ideas, here are three important things to remember:
1️⃣ You don’t want to overwhelm people. Aim to keep your newsletter concise and easy to consume. Your sales reps are not going to read a long novel each week.
2️⃣ Tell them why it matters. Don’t just drop competitive intel in their lap and expect them to know what to do. Share the key insight and how they can use it.
3️⃣ Don’t over complicate it. You can get started with a simple Google doc that you update each week. The point is to get started, get feedback, and create something that works for you company.
What am I missing? What’s worked for your internal newsletter?