Grow Your Newsletter with a Content Upgrade
Learn how to build a content upgrade to get thousands of subscribers on your newsletter.
Hello and welcome to this edition :)
Grow Your Newsletter with a Content Upgrade
Your newsletter gives you a direct access to your audience, and you own your email list. It’s a real asset for your content ecosystem. But it’s hard to grow, and it takes time.
The best option to grow your newsletter is to build a series of content upgrades. You should start from one, and in this edition I will teach you how to do this.
I will answer 4 important questions:
What is a content upgrade?
Why Use a Content Upgrade?
How to create a content upgrade?
How to distribute the content upgrade?
👋 If you want to grow with content, here are 3 ways I can help you:
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Let’s jump into today’s topic: Grow Your Newsletter with a Content Upgrade
1. What is a Content Upgrade?
A content upgrade is often referred to as a lead magnet, but I prefer the term "content upgrade." When we think of a lead magnet, the focus is mainly on capturing leads.
In contrast, a content upgrade is about deepening the audience's experience with better and longer content. It takes your audience from consuming a social media post or podcast to engaging more deeply with your brand.
The idea is to provide a higher level of commitment by offering more substantial content.
To put it simply, a content upgrade involves taking traffic from various sources like LinkedIn, Instagram, YouTube, or TikTok, and directing it into your content ecosystem and long form content.
It’s a gated content because users need to provide their email in exchange for access. You collect emails and possibly other details such as:
job titles
company size
and industry.
You should not gate all the content, so here is a good rule:
Here is an example of how I collect information on my content upgrade:
In short: A content upgrade is extra content that helps your audience in their journey. You offer it in exchange for an email address. Unlike a lead magnet, a content upgrade keeps the audience engaged with more of your content.
2. Why Use a Content Upgrade?
The goal of the content upgrade is to:
Help your audience to achieve one of the step to reach their desired outcome
Get your audience inside your content ecosystem (and grow your newsletter)
Growing a newsletter is crucial for your marketing strategy and overall business for several reasons.
The 3 benefits of your newsletter:
Direct Connection: Emails go straight to your audience.
Control: You own your email list.
Monetization: Sell your products or place sponsored ads.
Direct Connection: Emails go straight to your audience.
Firstly, sending an email, whether to one person or a thousand, creates a direct connection. Emails land in the inbox - it gives a personal touch that social media often lacks. An opened email has more value than a social media view.
Control: You own your email list.
Secondly, an email list is a valuable asset that you own. Unlike social media platforms where algorithms can change, your email list is entirely under your control, allowing you to reach your audience directly.
Monetization: Sell your products or place sponsored ads.
Lastly, a strong newsletter can be monetized in various ways. You can include sponsored banners from brands that want to advertise to your audience, or you can promote and sell your own products and services. This dual revenue potential makes having a robust newsletter very beneficial.
3. How to Create a Content Upgrade?
In this part, you’ll learn how to create the content upgrade step by step.
1. Identify Your Audience’s Journey
Understand the steps your audience needs to take to reach their goals. Map out this journey and pinpoint where they currently are and where they need to be to benefit from your services. For instance, if there are ten steps, you might help them move from step three to step ten, addressing their current limitations.
Identify their current limitation (pain point)
Identify their ideal situation (dream outcome)
Identify all the steps between the (1) and (2)
For example, if you assist prospects in launching a podcast but they struggle with finding a title and topic, create a content upgrade that guides them through these initial steps. This way, they can progress from step one to step three and become more likely to work with you.
2. Create a Helpful Content Upgrade
Develop content that helps your audience move from the beginning steps to the point where they are ready to work with you. Ensure the content is highly relevant and solves specific problems.
You should build the content upgrade to match the green steps:
Identify the initial steps your audience needs to take before they can work with you. For example, if you require them to have certain prerequisites like a minimum revenue or number of employees, make sure your content upgrade addresses these prerequisites.
3. Choose the Right Format
Decide on the format for your content upgrade. Options include ebooks, email courses, challenges, small community groups, video courses, masterclasses, and physical events. Choose a format that best suits your audience’s preferences and needs.
Ebooks: Provide in-depth information on a topic.
Email Courses: Deliver valuable content over several days.
Challenges: Engage your audience with a short-term challenge.
Small Community Groups: Create a space for discussion and learning.
Video Courses: Offer step-by-step tutorials.
Masterclasses: Host a live or recorded class.
Physical Events: Invite your audience to an event.
My content upgrade is a 5-day course by email:
4. Choose a Strong Title
Write a strong title that clearly communicates the benefit of the content upgrade. It should be specific and highlight the value your audience will receive.
The title should promise to solve a problem or help achieve a goal. A good title grabs attention and makes it clear what the audience will gain.
My content upgrade’s title is “5 foundations for a content strategy”:
5. Set Up Your Landing Page
Once you have your content upgrade, you need a landing page to host your content upgrade and collect signups. Here’s how to set it up:
Visual Appeal: Use strong visuals. Include images or videos that illustrate what the audience will get.
Clear Call to Action: Make it obvious what they need to do. Use buttons and links that stand out.
Persuasive Copy: Explain the benefits clearly and concisely. Highlight how the upgrade will solve their problem or help them achieve their goal.
6. Deliver Your Content Upgrade
Start building a strong relationship with your new subscribers right from the first email. Send a warm welcome email to make them feel valued and excited about what's to come.
Here are 4 steps you can follow after they signup for the upgrade:
Welcome Email
Send a warm welcome email.
Thank them for subscribing.
Provide a link to the content upgrade.
Follow-Up Series
Send a series of follow-up emails.
Offer additional tips and resources.
Keep the content relevant and valuable.
Regular Newsletter
Send regular newsletters.
Share updates, news, and exclusive content.
Keep your audience informed and engaged.
Monetization Strategies
Introduce sponsored content.
Promote your products and services.
Offer exclusive deals and discounts.
4. How to Distribute your Content Upgrade?
Creating a great content upgrade is only half the battle. You also need to distribute it widely. Here are some strategies:
Include the link on Social Media:
Share your content upgrade on social media. Each platform has its own strengths, so tailor your approach accordingly.
Choose a primary social media channel to focus on. LinkedIn is highly effective for reaching a B2B audience. You can also use YouTube, Facebook, Instagram, and TikTok.
Share posts like carousels, infographics, or personal photos with text. Include a call to action (CTA) at the end of each post. For example, you could say, "If you found this post helpful, I have a free gift for you. Click here to get your free content upgrade."
Place the link to your landing page in the comments section. If you are confident in your post’s reach, you can include the link directly in the post.
Optimize your profile to promote your content upgrade:
Update your profile to promote the content upgrade. Use your profile picture, banner, and bio to highlight it. Make it easy for people to find and sign up.
Promote your content upgrade on your LinkedIn profile or other social media profiles. Update your profile banner to feature your content upgrade with a visual and a catchy tagline.
Include the offer in your headline. For example, "Helping You Find Podcast Ideas – Free Guide Inside."
Use the link section on your profile to direct visitors to your landing page.
In your about section, explain the importance of the content upgrade and what benefits it offers. Use persuasive copy to encourage clicks.
Utilize the featured section to add images that link directly to your landing page.
Content Syndication:
Use webinars, podcasts, and events to spread the word. Partner with others in your industry to reach a wider audience.
Get others to talk about your content upgrade. When you participate in webinars, podcasts, or events, promote your content upgrade instead of selling your main offer. This approach is less pushy and more inviting.
At the end of a webinar or podcast, suggest that viewers or listeners check out your free content upgrade. This will bring new people into your content ecosystem, where they can learn more about you and your offerings.
Alright, that’s what you need to know. Here is a recap checklist:
Checklist: Create your content upgrade
Identify Your Audience’s Pain Points
What problems do they face?
What solutions are they seeking?
Use surveys, social media, and direct feedback to gather this information.
Create High-Value Content
Address their pain points with valuable content.
Make it actionable and easy to consume.
Use a format that suits your audience’s preferences.
Design Your Content Upgrade
Make it visually appealing.
Use professional design tools or hire a designer.
Ensure it reflects your brand’s look and feel.
Set Up a Landing Page
Use a clear and compelling headline.
Highlight the benefits of your content upgrade.
Include a simple form to collect emails.
Promote Your Content Upgrade
Share it across your social media channels.
Use paid ads to reach a wider audience.
Partner with influencers or other brands.
You can also watch the video about this topic:
My course will help you to create content
If you want to go further with your content strategy, have a look at my B2B content marketing course. I teach my 5-step system to install a profitable content strategy for your business. You can download the curriculum on the page if you want more information first.
Thank you! It's so clear and helpful!
Ok let's say our premium offer is on substack (CTA for a membership). Since substack doesnt propose free gated-content but only paid gated content, do you think possible to put in place your technique on substack in an other way?