It's our last newsletter of 2024! We hope you've enjoyed your year as much as we've enjoyed ours, and we know 2025 will be even better. During this time of reflection, you're probably asking yourself, "How is 2024 already over? Didn't Brat Summer just end? Where is Raygun now?" We wish her the best. This week's newsletter is about making next year's marketing strategy uniquely you, what web design trends to watch for, and how to achieve your new creative goals. Let's go!

In this week's issue 📨

• Marketing tips for 2025
• What's trending in web design
• Accomplish your creative dreams

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To market, to market

What's your marketing mood moving into the new year? Some might say 2024 was the year of Artificial Intelligence, but has it made your marketing strategies better or worse? Maybe both? Whatever your AI belief system is, the universe is all about balance, and 2025 is poised to be the year of personal points of view and unique experiences so that you stand out in a sea of mass-produced AI content.

Rob Glover, senior copywriter for WordStream, breaks down some beneficial marketing advice from the industry's leading marketing pros.

Use AI to your advantage

• In the right hands, AI can be efficient and creative, but you can't just throw in a random prompt and expect magic. You should start with training your AI tools on past, human-written content that embodies your style and brand. This will allow your AI sidekick to generate content in your distinctive voice.
• AI has empowered the public to easily create content, but a lot of it ends up being incredibly generic. If you're ready to use more AI tools in 2025, ensure that whatever they're helping you create is authentic, memorable, and practical. Try using real questions from your customers vs. keywords as a guide.

Empower and expand

• If you've got a hardworking team behind your content, bring them to the forefront in 2025 to humanize your brand. Empower them to share company links from personal social media accounts to receive more engagement. You know you've done things right if your squad is excited to help influence.
• It's understandable if most of your marketing focus has gone into the SEO game this year, but it's time to expand into email marketing. Instead of depending solely on site visits from unpredictable traffic sources, invest your power and resources in platforms you have more control over.

Slow down and solve problems

• The internet is overwhelming, and selective attention is our brain's natural defense against all the buzz. If you want to make sure speedy scrollers stop to peruse your content, try incorporating your work into relatable stories that catch people's attention and keep them engaged.
• Another way to fix the eyes of the distracted public is to fix their problems. Your marketing copy should focus on customer challenges and provide actual actions they can take to solve them. If your followers know you can help them succeed, you'll have them for life.

Embrace the negative

• Perfect scores from your readers are great, but believe it or not, 1-star reviews can improve conversion rates. Being honest about customer experiences tells site visitors how authentic you are, can help set future expectations, and shows that your positive reviews can be trusted. Critiques are a learning experience!
• When it comes to your marketing calendar, leaving "negative space" between launches gives your audience time to get curious about what you'll do next. You should know when to speed up and when it's time to slow down. If you've built a loyal following, they'll be there when your engine starts again.

Interesting stories & ideas 📚

• 2025 journalism predictions – Nieman Lab
• Declutter your digital life – Tiago Forte
• Australia bans teens from social media – Digiday
• How breakthrough ideas are born – Animalz
• The power of digital holiday traditions – Embedded

Design patterns

These days, web surfers want tailored, immersive, and authentic experiences. If you're looking to give your publication a fresh coat of paint, 2025 will bring some interesting web design trends to meet modern needs. Whether you have the expertise or hire an expert of your own, you can transform your website into a home where your readers will want to move in permanently.

Helen Alexander, freelance writer for Envato, provides some bold web design predictions for 2025 so you can stay ahead of the pack.

#1 Playful and interactive websites will be all the rage because your followers want to get involved with what you do. Just make sure your design decisions have a purpose instead of being different for the sake of being different.

#2 Artificial intelligence has made web design more accessible and efficient than ever. What once required hours of coding can now be achieved almost instantly, but don't count out web designers who still hold the human experience.

#3 Anti-design and brutalism are back in a big way, so don't be afraid to embrace what was once considered "ugly" and push your design boundaries. Asymmetrical layouts and clashing colors? We love this hideous journey for you!

#4 Voice search is streamlining product discovery and adding an extra layer of convenience for customers. People are discovering they'd rather talk than type, so you may want to focus on optimizing for conversational content.

#5 Sustainable web design is an eco-friendly approach that minimizes your carbon footprint. Optimize your media for reduced data transfer, use responsive design techniques, and adopt energy-efficient coding practices.

#6 Less reliance on trending tools is about rebelling against what everyone else is using, which leads to most websites looking the same. Just because the tools are there doesn't mean you have to use them. Think outside the trend box.

#7 Returning to design fundamentals creates an appealing calm in a hectic web design world. Consider silencing your bells and whistles so your publication's key message rings loud and clear. Keeping it super simple can be super smart.

#8 Authentic imperfections are what make us human, and your website should reflect that. AI tends to make everything overpolished, destroying the attractive grit of human-made design. Find the beauty in your blemishes.

Let yourself cook

A new year is all about starting with a clean slate so it can be better than the last, but the pressure of the unpredictable can sometimes stifle your creative spirit. What if you don't have the know-how or knack to fulfill your 2025 dreams? Fret not. Being a successful Creator isn't just about talent; it's also about resilience and determination. If you have the drive, you'll meet each and every challenge.

Tom May, a freelance writer for Creative Boom, outlines some realistic ways to achieve your creative goals in 2025.

‣ Strip away distractions like muting electronic notifications, sticking to a consistent working schedule, and having a dedicated workspace. Distractions are the silent killer of productivity, and you won't get anything done if you don't set firm boundaries. Turn everything off and let your creativity flow.

‣ Ask for what you want instead of sitting back and waiting for opportunities to come knocking. You know your perfect project or customer, so go out and get them. Start networking, make connections, and allow your authenticity to shine. If things don't work out, reassess and get back out there.

‣ Be more curious to maximize your creative potential. If your niche is feeling a bit dim, put more fuel on your fire by trying new things, making new friends, and putting yourself in new situations. Playing with your creativity and stepping outside your comfort zone is guaranteed to reignite your passion.

‣ Learn new skills to add more branches to your creative tree. What's a piece of software you've always wanted to master? What can you learn from an expert in your niche? Have you mastered the delicious art of Shakshuka? Expanding your skills can be a gateway to creativity you never knew you had.

‣ Elevate intention over goals if you're unsure what you'd like to achieve in 2025. If you don't have specific goals in mind but you'd still like to grow creatively, focus on what your intentions are instead. What work from 2024 needs reviewing? What do you wish you did more or less of? Keep things flexible and pressure-free.

‣ Don't overdo it to avoid creative burnout. While staying vigilant throughout the year is crucial, you won't accomplish your dreams if your personal needs aren't met. "Hustle" culture can be destructive, so know your limits and surround yourself with a positive support system.

Curator's pick ✍️

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Focusing on quality content creation to get your blogging business off the ground is always a noble mission, but now that your publication has quickly grown out of its infant stages into being a rebellious teenager, it might be time to check in on your readers. This week's newsletter is about how to provide excellent customer support, composing the perfect tech support email, and why creating unforgettable member experiences is so important. Let's go!

In this week's issue 📨

• How to support your members
• Composing customer emails
• Why customer service is so crucial

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A sigh of relief

The more your publication grows, the more support your subscribers will need. Big goals require big investments, and investing time in delivering outstanding customer experiences can help you meet them by keeping existing customers and attracting new ones. If you've reached a place where your publication is starting to need the personalized touch of customer support, we've got you.

Let's dive into some support experience best practices to ensure your readers get the help they need in the right ways.

Your support email

• Providing customer support entirely through email is the most common approach for publishers due to how simple and sustainable it is. Email support is the best way to prioritize issues and solve problems for your subscribers anywhere in the world.
• Publishing platforms like Ghost allow you to enter a support email address directly in your site's Portal so members always know where they can go for aid. Otherwise, you can always include your contact information anywhere you please, like on your site's About page.

Your terms

• The most common way to present your terms and conditions is in your site's footer or on a dedicated terms page so that it's easily seen and accessible by anyone. If you're using Ghost, you can include links and policies during signup to immediately set expectations with your members.
• When setting proper policy expectations, clarify how refunds/cancellations work and state your support response time. Be completely transparent now so your subscribers aren't disappointed later. This way, they can decide if the type of support you're offering aligns with their needs.

Your internal policies

• Whether you've hired a publishing team or onboarded some support staff, it's crucial to have well-documented internal processes about how to deal with customer issues. Consider building an internal knowledge base that guides your employees on tackling support requests to ensure success.
• The rules you put in place for your publication should represent your values, missions, and objectives. Make sure everyone can access your policies easily, use plain language so that everything is understood by all employees, and prioritize based on importance, urgency, or legal requirements.

Your helpdesk

• If you're serious about customer support, investing in a handy helpdesk tool like Helpscout or Front can provide the best results. These apps can keep all your customer emails in one place, allow you to easily collaborate on technical issues, and generate useful support metrics to reveal trends.
• A promising sign that it's time to utilize helpdesk software is when you see a rising trend in support email volume and using your regular email inbox starts to feel limiting or overwhelming. Most helpdesk tools aren't cheap, so take the time to find one that suits your needs and budget.

Interesting stories & ideas 📚

• Building a 10k/mo newsletter – Indie Hackers
• Storytelling techniques for your marketing – HubSpot
• TikTok becomes the new watercooler – Digiday
• Growth metrics that matter – Grow My Newsletter
• Real-world content experiences – How the F*ck

Love letters

You may be a pro at writing and publishing blog posts, but composing and sending a tech support email is an entirely different animal. No matter how great your content is, how you respond to a (sometimes unhappy) reader can make or break their impression of you and your entire business. If you've yet to master the art of crafting the perfect support reply, your time is now.

The editorial team over at Indeed shares some effective customer service email writing tips so you can perfectly put out any fire.

#1 Use the customer's name to make your message more personal and sincere, but make sure you spell their name correctly! Name typos are the worst.

#2 Slow down and read their message carefully to ensure you know what they're trying to communicate. Answer every question clearly and concisely.

#3 Use your name (or any name you're comfortable using) when closing out your emails. This always lets members know who they're speaking with.

#4 Your communication style should represent your brand, values, and policies at all times. It's not always about what you say but how you say it.

#5 Use conversational language when you respond so they know they're talking to a real person. You never want your words to read like AI wrote them.

#6 Keep it professional by using proper spelling and grammar. Being casual with your customers is cool, but remember, it's still a business setting.

#7 Showing empathy is the perfect way to connect through a computer screen. You always want to give off "we care, and we're here to help" energy.

#8 Gather all information before responding to a subscriber. If you need more details, don't be scared to ask! Getting things right is most important.

#9 Set deadline expectations so the customer knows when they'll hear back from you. Being honest upfront is always the best policy.

#10 Create saved replies so you and your team are all on the same page. This also saves time if you have a lot of customer support emails to get through.

Pleasure principles

Fantastic customer service represents the bridge between your readers and your publication. Delivering top-notch member experiences can decrease costs, increase positive word-of-mouth marketing, and grow subscriber trust. If you're not entirely sold on why providing excellent customer service should be one of your publication's pillars of prowess, keep reading.

The team at Mailchimp walks us through the importance of great customer service and how it can be a beacon of business growth.

‣ If you want to retain customers who make repeat purchases, good customer service is key. Keeping existing customers around is always more cost-effective than trying to gain new ones, so consistently pleasing the followers who already trust you will increase their loyalty tenfold.

‣ Customer service provides almost infinite ways to increase loyalty within your community. The more your members believe in your brand, the less likely they are to turn to one of your competitors. To grow loyalty even further, consider a rewards program or offering discounts.

‣ If you're doing customer service correctly, you'll see a strong brand culture and reputation surrounding your publication – a sort of culture club, if you will. Haven't quite mastered this? Start by defining the values you want your business to embody and use them to promote all over the web.

‣ When you have life problems, you refer to those most important to you. When your customers have a technical issue, they should feel just as comfortable approaching your team for help. Providing polished customer experiences increases the likelihood of positive referrals, boosting your growth.

‣ Building a solid customer support foundation doesn't just please your patrons; it also keeps your employees happy. Happier customers usually lead to a happier team, and a positive work environment leads to positive customer experiences. It's the circle of life, the chicken or the egg, time is a flat circle, etc.

‣ If you're a publication known for exceptional customer service skills, you'll always have a competitive edge over your competition. It's not easy consistently living up to subscriber expectations, but if you can master the art of providing exceptional customer experiences, the results will be priceless.

Curator's pick ✍️

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When brainstorming a bold look for your publication, the perfect images you see in your head may not always reach your screen. It's easy to think of fantastic design plans; the hard part is making them a reality, especially if you don't have all the know-how. This week's newsletter is about finding the right person for your dream design project, what design mistakes to avoid, and why the look of your posts is just as important as the words you write. Let's go!

In this week's issue 📨

• How to compose a design brief
• Making the right design decisions
• The importance of proper post format

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Keep it brief

Third-party designers and developers can assist with polishing your existing site, building a new one from scratch, or optimizing your setup to get the best results possible. Whether you're just getting started with your publication or you're ready for a revamp, it's crucial to have a good design brief handy so you don't hire the wrong person for the job.

Let's look at the proper way to create a vivid design brief so your project and who you've hired can start on the right foot.

Your overview

• It's always a good idea to start with a summary of your design goals and lay out all the problems you want to solve. Making your point clear and getting to it as soon as possible will help your developer quickly determine whether they're the best fit for your plan.
• Within your summary, be sure to set proper expectations, like your project budget and timeline. This will ensure that any expert reviewing your design brief knows if they're who you're looking for before they get too deep. Being transparent from the get-go is the best way to find the right person.

Your profile

• Include details about what your publication is all about and who your target audience is. This will give the person you hire a good idea of your content and if you'll mesh well together. You don't need to provide a full life biography; just give the key elements of your work.
• Freelancers tend to work for your business on a short-term basis, which means they'll need to absorb all of the relevant context as quickly as possible. Give a short introduction to your publication, a summary of your target audience, your site's URL, your publishing platform, and key stakeholders.

Your goals

• When embarking on your website design journey, outlining your objectives should always be a priority. If you don't know why you're looking for design help, then what does it all mean? If your desired achievements are clear to you, they'll be clear to your developer.
• Your design brief should summarize the purpose of your project (goals), break everything down into something measurable (objectives), and explain the actions you'd like to see your expert take to reach them (requirements). The more context you can give, the easier the hiring process will be.

Your outline

• Once you've provided all relevant and concise information upfront so that your designer knows whether or not they're the right resource, it's time to spell everything out. Creating an outline of your project that gives all of the intricate ingredients of your project is your final step.
• If you're a visual person, feel free to sketch out what you have in mind (Your drawings don't have to be perfect!) and find existing examples to use as reference materials. You can also share any design assets you already have in your toolbelt, like brand colors, logos, fonts, and images.

Interesting stories & ideas 📚

• Gen Z and Creator Marketing - HubSpot
• What makes a good website? - Ahrefs Blog
• X gets banned in Brazil – Platformer
• Ace subscriber onboarding - The Audiencers
• Delight in website design - Content Technologist

Intelligent design

The design of your publication is more than just nice-looking pages. Your design decisions impact your website's performance, help you gain more subscribers, and influence your publication's overall credibility. No matter your niche, your target audience, or the size of your business, good web design can be one of your greatest weapons in the battle of conversions.

Alec Hanak, art director at Digital Silk, breaks down the essential elements of quality web design to help embolden your brand and avoid mistakes.

#1 Website accessibility supports users with hearing, cognitive, visual, or other disabilities, or solutions like screen reader and speech input software.

#2 Intuitive navigation, which uses clear language and provides links to important pages, allows users to quickly find the information they're looking for.

#3 To-the-point copy with easy-to-understand language increases usability by up to 58%, which can also positively impact bounce rates.

#4 Impactful visuals and a clean design can help capture a reader's attention, but be careful not to overdo it. Too many images can slow down your site.

#5 Call-to-action buttons invite your visitors to get more interactive. Good CTAs are clear and specific, so people know what they're clicking on.

#6 Page speed is one of the most critical factors of good website design. If your site is loading a bit slowly, try reducing the size of your images.

#7 Social proof is evidence that increases your credibility. Reviews from existing subscribers help showcase your trustworthiness and increase conversions.

#8 Consistency in your design choices helps make your brand recognizable and memorable. Set some detailed brand guidelines to keep you on course.

Laying it all out

Your publication's design choices won't always be about site layout and site speed; they're also about the format of your blog posts. Like it or not, your readers will often skim your posts to find the meat. Good post formatting makes things easier on the eyes and keeps attention spans in check. Your words matter, and how they're displayed on a screen matters just as much.

Tan Siew Ann, senior content writer at Semrush, shares some best practices for blog post formatting to increase your engagement.

‣ Summarize your post’s main idea using headings to indicate key discussion points, break your content into sections, and help members understand what they’ll learn. Readers can reference the post’s heading to get the gist of what the post is about so they can decide if reading the whole thing will be useful.

‣ Write short paragraphs and sentences (like we do in this newsletter 👋) to make your post easier to read and more visually appealing. Try stating only one point per sentence, avoid writing with fluff, and break up giant walls of text. Your content should always be concise and to the point.

‣ Feature significant points with bold formatting so your readers know what they should pay attention to. Bolding key points will help your followers quickly find what's important and keep their eyes on the screen. Just don't go overboard. If everything is in bold, nothing is important.

‣ Create lists to display related points succinctly, present information in the correct order, and add some visual variety to your posts. Presenting your info in list format helps readers keep track of their progress as they absorb all of the information. Try mixing it up by using bullets, numbers, and letters.

‣ Make complex ideas easier to understand using media and visuals like images, videos, charts, graphs, and diagrams. Elements like these can inject color and excitement into any post that may need some extra oomph. Visuals can also help explain and expand on any complicated concepts.

‣ Add more visual interest using block quotes to spotlight expert quotes in your blog post, buttons to highlight your CTAs, and banners to underline other relevant content. Doing all this while keeping your post's design choices very demure will help you maximize traffic and boost conversions.

Curator's pick ✍️

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Local news brings communities together, underlines different perspectives, and sheds a guiding light on how policies impact your neighbors. If you want to build a publication with purpose, local journalism could always use more boots on the ground. This week's newsletter is about what it takes to create an independent news product, the tools you'll need to get it done, and how to research like a professional journalist. Let's go!

In this week's issue 📨

• Build a local news publication
• Essential tools for journalists
• The right way to research

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Breaking news

You may have heard of food deserts, but what about news deserts? A news desert represents a gap in local news reporting when a publisher closes in your community. We're seeing more of them than ever, but there's still hope. With great gaps come great opportunities, and if you're looking to jump into the blogging world, why not consider local journalism?

Let's break down what it takes to build an independent news publication to quench your community's thirst for neighborhood news.

Financial support

• Building an independent newsroom from the ground up requires many moving parts. That’s why your first step should be seeking financial and strategic support to lay a strong foundation. Having the right people and resources in your corner from day one is a must.
• There’s a lot of support out there that produces long-term benefits, like boot camps, workshops, grants, and fellowships. Some programs dedicated to strengthening the local news industry include Google News Initiative, LION Publishers, and Tiny News Collective.

Sustainable strategy

• Your news business needs to be sustainable if it's going to survive. In today's publishing world, the subscription revenue model has proven to be the go-to option. Still, you should consider multiple revenue streams like sponsorships and affiliate marketing to keep your funds flowing.
• Platforms like Ghost are perfect for independent news publishing. You can collect subscribers, send newsletters, publish premium content, and earn recurring revenue all in one place. With 0% payment fees, you keep 100% of the revenue your local publication generates.

Launch with less

• It's okay to start small and unpolished. Waiting to achieve perfection will cut into the valuable time it takes to publish content and build your audience. When it comes to independent publishing, sustainability isn't all about money; it's also about avoiding burnout.
• Research, planning, and capital are vital before you hit "publish" for the first time, but remember that your evolution will always be ongoing, so don't be afraid to dive right in. When you're ready to grow, journalism fellowships are a common method of acquiring additional funding and team support.

Your mission

• If you want your community to rally behind your work, it's essential to create a hearty About page that clearly states what you are here to do and why people should care. Your About page should impress new visitors while making your current subscribers feel good about who they've chosen to follow.
• Use your About page to introduce yourself, state your values, and summarize what you offer the community. Establishing who you are in a transparent way will instantly generate trust in your reporting and help increase word-of-mouth marketing around your publication.

Growth channels

• Most businesses only have a few marketing channels that drive the vast majority of their growth. As a small news publication, it’s crucial to figure out what works and where you should focus your energy. You may only have a tiny net to cast, but you can still catch some big fish.
• Consider asking your subscriber base for assistance using email campaigns and donation buttons. Be specific and transparent, and reiterate your value to the community. Don't forget to actually participate in your community to elevate your publication even further.

Interesting stories & ideas 📚

• Best friends and fake news – NiemanLab
• Protecting what you love to do – The Creative Independent
• Keeping up with Gen Z – Digital Native
• Conversion-boosting customer experiences – HubSpot
• I tried to vape the internet – 404 Media

Credible resources

Starting a local news publication can feel heavy. You've visualized the big picture and are ready to make a positive dent in your community, but you may not always have the time and energy to create the change you want to see. Luckily, we live in the age of automation, so why not harness the awesome power of digital tools to help keep you and your journalists afloat?

Faisal Kalim, business journalist at Media Makers Meet, has compiled a list of top digital tools for journalists to lighten the news load.

#1 TinEye uses image identification technology to help news organizations spot photos that have been digitally tampered with.

#2 Google Dataset Search is a search engine from Google that helps journalists locate freely available online data.

#3 IntelTechniques can be used to background a source, search through social media posts, and even track someone down.

#4 Crowdtangle is a social media monitoring platform that helps journalists track the performance of their content.

#5 Toby organizes your workspace when you're writing and researching multiple stories and subjects simultaneously.

#6 Hemingway shows you how readable your writing is by highlighting common errors while suggesting ways to tighten things up and strengthen the copy.

#7 Hunter.io can search for email addresses attached to a specific domain, such as a company or government agency, to help you reach the right people.

#8 Otter transcribes audio files into searchable and hyperlinked transcripts. You can conduct a phone interview and have the transcript ready in minutes.

Find what clicks

As a journalist, researching isn't just about gathering information. You have to worry about topic complexity, the scope of your articles, deadlines, and your budget. Performing the proper research is more than just "Googling it." It requires strategy, accurate sources, balance, and credibility. So, how do you ensure you're researching in the right way to achieve accurate results?

Alison Hill, journalist for Writer's Digest, shows us how to research topics like a journalist so that you can produce the most valuable news content.

‣ Start online and read a lot to decide how to tackle your story, just don't get distracted and fall down any rabbit holes. Make notes as you go, and keep a record of the websites you’ve used in case you need to provide sources.

‣ Don't limit yourself to online reading while you research. Remember public libraries? They still exist, believe it or not, and they're a researcher's utopia! Libraries also give you access to underutilized newspaper archives.

‣ Have a phone conversation before an interview so all your questions are ready beforehand. These pre-chats can provide additional sources and make who you're interviewing much more comfortable.

‣ Go out there and talk to people to get to the heart of your story. Chat with the locals, absorb the atmosphere, and be part of the action. You can't write about your community if you're not involved in it.

‣ Peruse social media to discover trends and brainstorm story ideas. Just keep in mind that social media doesn't always accurately represent reality or necessarily the public's viewpoints, so filter wisely.

‣ Gather your own data to make your reporting unique and powerful. Consider some “person on the street” interviews with a camera or voice recorder to get different people’s profound opinions and use the results in your story.

‣ Attend events to flex your networking muscles. Just one in-person meeting or reception can get you exclusive interviews and inside scoops. Start with researching any nonprofits or activist groups in your community.

‣ Know your rights and remember that the Freedom of Information Act (FOIA) allows members of the public (you, the journalist) the right to request access to records from any federal agency.

Curator's pick ✍️

Enjoy this newsletter? Forward to a friend or hit reply to share your thoughts. We don't bite! 👻

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Working alone can be peaceful. You don't have to worry about anyone else, and you can expect the expected, but doing everything yourself can only take your business so far. If you've got big publishing dreams, you need a dream team to help achieve them. This week's newsletter is about preparing yourself to hire the right people, how to find a website-building wizard, and knowing who can take the wheel when your writing takes a backseat. Let's go!

In this week's issue 📨

• Find the perfect employees
• Welcome your own web developer
• Getting a ghostwriter

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Prepare to hire

You're publishing quality content and seeing consistent audience growth, but more projects are coming down the pipeline and you've already got a full plate. Before you drown under the tsunami of your own success, it might be time to send out an SOS and make your first team hire. There's no shame in asking for help, and plenty of talented people are ready to lend a hand.

To ensure you're employing the best, let's review some questions you should ask yourself before lighting your signal.

"What do I need help with?"

• Which tasks do you enjoy doing yourself, and which do you wish you didn't have to do? It's important to be honest with yourself about what brings you joy in your business and what causes you heartache. This will allow you to be transparent with your team about what their jobs will be.
• Separating your publishing business into different categories can help compartmentalize tasks. Most of your work will fall into administrative, creative, marketing, technical, and customer service categories. Focus on the ones you're most stressed about and go from there.
• You can make it easier on yourself by dividing your tasks into two categories: high priority (audience and revenue growth) or low priority (additional site customizations). This will help you decide where to spend most of your time as editor-in-chief.

"Do I need a person or a tool?"

• Once you've discovered what needs doing, it's time to figure out who or what is best for the job. You may not need to recruit a social media manager if you're using tools like Zapier or MeetEdgar. Not every human can be replaced with a robot, but you should do what's best for your business.
• Opting to use a tool or an integration may be the more cost-effective option when problem-solving. For example, support chatbots can help strengthen your customer service, templates in Canva and Figma can speed up your creative process, and sites like Wave and Xero make bookkeeping a breeze.
• If you decide to go with a more human touch, thoroughly define the role you need to fill before hiring anyone. Team members are unique and offer a wide range of skills, while a job position has clear tasks that need to be accomplished. This will ensure that you don't overwork awesome people.

"How much will my hires work?"

• When bringing on great people, you'll need to set expectations on the hours they'll need to work to get the job done. Will they be a full-time employee, a part-time contractor, or an as-needed freelancer? If you're not so sure, start by hiring project-based help to test the waters.
• Part-time employees and freelancers are a great choice when you want to offload a set of tasks related to one of your defined categories. If you'd like to beef up your billing, enlist a part-time administrative assistant. Need help making a marketing video? Reach out to a freelance video editor.
• Full-time employees and contractors are crucial when assigning ownership over a specific category. These hires are perfect when your business is growth-oriented, and you want to put as much energy as possible toward the highest priority activities.

"When should I start hiring?"

• Consider your budget. What money do you have right now, and what funds will you have later? This also ties to whether or not a human or a piece of software is essential for the job based on what you can afford. There's no shame in holding off on hiring until your bank is more bountiful.
• If you still feel a bit disorganized, ensure you have your ducks in a row before taking on people management responsibilities. Additional employees can save time, but being a manager is a job all on its own. Wait to hire until you have the bandwidth to give your team the attention they deserve.
• If you're already experiencing burnout, this usually means you need to regroup before you bring someone else into the fold. It's important to calm any chaos now so that new employees are onboarded in the best way possible. Take a step back and examine what is and isn't working.

Interesting stories & ideas 📚

• The first year of Threads – Platformer
• A social media future for journalism – One Man & His Blog
• Time to diversify your revenue streams – Media Makers Meet
• Why male voices dominate the news – Press Gazette
• A fraud fighters case study – Animalz

Website insight

Most everyone knows what a website is, but not everyone knows how they're made. Many publishing platforms allow you to customize the look and feel of your site with various design settings and themes, but what if you want to go a step further and truly build a site from scratch? If you don't have the know-how, hiring a talented web developer could be the solution you're looking for.

Stan Burenko, business developer manager at Uptech, explains how to hire the most suitable web developer for the job.

#1 Outline your needs before jumping into the hiring process. Why do you need to hire a developer, what are your expectations, and what is the scope of work? Don't rush when it comes to recognizing your requirements.

#2 Select a cooperation model so you know what expectations to set. Freelance developers are best for flexible, short-term, and specialized tasks, and they're usually the most cost-effective solution.

#3 Determine the skills needed to get the job done. Front-end developers work on what your users see, back-end developers tune up your infrastructure, and full-stack developers provide the full package.

#4 Establish what's essential regarding the critical criteria you're looking for. If you have a tight budget, are multiple low-level devs better than one senior developer? Rank your essentials so that you stay within your means.

#5 Choose a hiring platform to begin your search. If you need to enlist a freelance developer, check out sites like Upwork, Fiverr, or Toptal. If you need a permanent in-house dev, try LinkedIn or consider a recruiting agency.

#6 Ask for recommendations on social media or within your social circle for a built-in trust factor with new hires. Plenty of people are excited to recommend their favorite developer who has solved all of their website woes.

#7 Review portfolios and read through any testimonials to get the inside scoop on the developers you're considering. A good dev will be happy to provide proof that they're the best for the job.

#8 Connect with their values, goals, and inspirations to ensure you get along well. Bringing a new developer onto your team isn't all about the technical work; it's also about the chemistry in your working relationship.

Ghost with the most

As your publication grows, you may find yourself writing less and less. Maybe you've gotten tied down to the technical responsibilities that come with running a successful business, or you've simply lost the passion to publish everything yourself. Whatever your reasons, bringing someone onto the team to carry the writing weight can be a powerful move.

Meghan McKenzie, author at Crowd Content, breaks down why hiring a ghostwriter is an effective way to keep your voice heard.

‣ If you've always had trouble putting words on paper, a ghostwriter can help decipher your thoughts. You can partner with them to decrypt jumbled notes, review confusing outlines, or set up a helpful in-person interview so that they can get to know you and your niche on an expert level.

‣ When your content volume is down because your other business needs are up, a ghostwriter can fill in the gaps to keep your publishing schedule flowing. Keeping up with demand is tough if you don't have a large team, so relieving yourself of writing responsibilities can provide you more freedom.

‣ As you're looking to take your publication to the next level, a ghostwriter can assist with transitioning from a singular name to a big brand. Not every piece of writing needs your name on it. All you need to do is review the content and provide your stamp of approval using your brand name.

‣ If your publication has evolved to include multiple niches, you may no longer be the maestro of everything your business offers. In this case, your ghostwriter can be the expert you rely on to come up with clever content ideas. Just be sure that whatever they create aligns with your brand's voice.

‣ Remember that a ghostwriter isn't always a good idea. If your content is highly personal, your followers may not like that you've hired someone else to deliver your message. Whatever hiring decisions you make, you should always strive to be authentic and transparent so as not to break subscriber trust.

Curator's pick ✍️

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When laying the foundation for your publication, it can be exhausting to figure out what structures to invest in and which systems will meet your customers' needs. How do you know what will be a benefit, and will that benefit eventually turn into a limitation? The pressure is pressuring, but we've got you covered. This week's newsletter is about starting with the right tech, finding the best tools for your belt, and why you should set up camp on an open platform. Let's go!

In this week's issue 📨

• Tech stack essentials
• Critical content creation tools
• Benefits of an open platform

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Stacks on stacks

A "tech stack" is the set of technologies you'll use to build, run, and grow your newsletter. Whether you're just getting started or thinking of switching publishing platforms, choosing the right tech stack for your needs is incredibly important. If you're stressing over choosing your stack solutions, we're here to help organize your thoughts and break down some of the leading tech options at your disposal.

Let's review the key components of the creator tech stack so that you can run your blogging business with ease.

Content management system

• Building a website for your business is a no-brainer in 2024, but you'll also need a content management system (CMS) that allows you to create, publish, and manage your content effectively. Having all your web content stored in one place allows easy access for change, growth, and sustainability.
• If you're reading this, you may already be giving Ghost a try. We're a CMS built for publishers, with complete content management, SEO, a clean editor, and memberships built in. Using a CMS like Ghost gives you tons of flexibility to customize your branding, organize your content, and grow your team.
• Whatever CMS you choose, you'll want to be sure that it allows you to publish dynamic content, gives your readers an easy way to subscribe, and provides an overall distraction-free environment so that you can get things done. Content management should be manageable.

Email service provider

• Growing your email list can be a core growth strategy for your publication. All kinds of businesses use email delivery as a success mechanism, but an email service provider (ESP) is especially pivotal for publishers since an email newsletter is part of the product you're selling.
• Thankfully, publishing platforms like Ghost have built-in email newsletter sending. This means you don't need to set up or pay for a separate service to deliver content to your subscribers' inboxes. If you need more sending power, you can still connect to an external ESP using custom integrations like Zapier.
• If your chosen publishing platform doesn't have native email newsletters, you may want to consider using an external ESP like EmailOctopus or MailerLite. These email marketing tools will allow you to send complex, targeted, and unique campaigns to your followers.

Payment processor

• Having the ability to process customer payments is the final crucial component of your tech stack. If you're trying to make a living from your creative work, choosing the suitable payment processor to handle all your transactions is vital for you and your members.
• Many publishing platforms already have their chosen payment processor built directly into their services, so you shouldn't have to think too hard about which is best. The most common payment processors are Stripe (online/international transactions) and Shopify (e-commerce).
• When choosing the right publishing platform for your business, be sure to research their policies on transaction fees. For example, two different platforms may offer Stripe as their payment processor but may have different rates regarding their transaction fees.

Interesting stories & ideas 📚

• How to save a failing newsletter – Journalism.co.uk
• Your content isn't the problem – Creator Science
• Get replies from your dream customers – Justin Welsh
• The race to win personal AI – Creator Economy
• Many people don't pay full price for news – NiemanLab

Tools of the trade

Now that you're familiar with your tech stack's key components, what happens when you're ready to dive into the deep end of your digital space? Choosing the right tools and integrations to add to your stack can help you produce higher-quality posts, better-organized content, and more robust marketing. There's a lot to pick from, so how do you know if you're on the right track?

Rachel Handley, senior content writer at Semrush, breaks down some of the best creation tools for making your content more efficient and effective.

#1 Content research tools like Keyword Magic Tool and Google Trends show what people are searching for in Google and what's trending right now. You can research any topic to get inspiration, develop existing ideas, and take a more data-driven approach using all the information you've gathered.

#2 Content writing tools like ChatGPT and Grammarly can assist you in improving your writing and increasing your search engine rankings. Just be cautious about how you use AI tools, as they may sometimes provide inaccurate information or duplicated content. A human touch is always a must!

#3 Image tools like Canva and Unsplash can help you create or find eye-catching visuals for multiple marketing channels, such as your publication, newsletter, and social media accounts. Both are user-friendly and offer free services for publishers just starting out and looking to save wherever possible.

#4 Video tools like Descript and WebinarNinja make it simple to produce professional-quality videos or host engaging webinars and livestreams. In today's visual world, combining attractive video content with your wonderful writing to connect with your audience just makes sense.

#5 Podcasting tools like Buzzsprout and Alitu can store your podcasts online, automatically clean up your audio files, and distribute them to your chosen platform. Podcasting has surged in recent years, so having the right audio tools can help you take advantage of this trend to boost your blog.

#6 Content planning tools like Google Workspace and Trello are essential for all forms of content creation. Planning your content helps you determine what tasks need to be done, set deadlines, and effortlessly increase overall productivity so you can see quality results fast.

Open for business

When deciding on a publishing platform, it's wise to consider how your business may look a month, quarter, or even a year from now. Your needs and wants will grow and change over time, so you may not stick with the same ecosystem forever. That's why understanding the differences between open and closed platforms is critical to your ability to own your data and move it if needed.

The team at MYOB explains some of the benefits of choosing an open platform for your publication that can help future-proof your business.

‣ Closed platforms can be easier to use right out of the box but tend to have fewer features and lock in your data. Open platforms give you full ownership of your own payments and customer info, allowing you to freely move your content and your business between different services.

‣ Open platforms allow you to seamlessly integrate specialized tools and custom applications so that you can quickly adapt as your business evolves. You may need to run additional SaaS subscriptions when using a closed platform, undermining your productivity and growth.

‣ Developers, partners, and users can continuously improve an open platform by offering new ideas and applications to enhance functionality, create value, and stimulate innovation. Closed platforms are usually much less collaborative and not very moldable by their users.

‣ An open platform's flexibility allows you to be much more agile in adapting to changing markets and emerging trends. Choosing an open platform from the start helps you future-proof your business from anything your field may throw at you. Having the ability to scale and diversify on a whim is extremely powerful.

‣ Businesses that choose an open platform tend to run much more efficiently and seamlessly than those on a closed platform. This means that your costs will be lower and your profits will be higher, providing a solid return on your investments that will keep you pushing forward.

Curator's pick ✍️

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Every legend has a beginning, and every publication starts at zero. When making the tall leap to run your own blogging business, things can feel a bit up in the air. You've got the skills, the content, and the personality, but you don't yet have the members. This week's newsletter is about laying the foundation for your founding audience, reaching your first 1,000 followers, and getting them to stick around for the long haul. Let's go!

In this week's issue 📨

• Find your founding audience
• Reach your first 1,000 subscribers
• Ways to build customer loyalty

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Zero to hero

For new publishers, collecting emails to grow your subscriber list from scratch can feel like a giant mountain to climb. Building a sustainable online business comes with a lot of pressure, but nabbing your first free members isn't as serious as it sounds. There's much to learn and plenty of action to take, but your first signups can quickly become your most loyal customers.

Let's examine some proven ways to attract your first 100 free subscribers so that you can start your publication on the right foot.

Your site

• Prominently display a signup form on your site's homepage to make subscribing as easy as possible. You can also feature signup forms throughout your site, like on "members only" posts and content, to encourage curious visitors to join your cause.
• Create a strong value proposition to give readers and visitors a good reason to subscribe. If much of your content is protected, consider sharing screenshots, previews, or samples of your newsletter to give them a taste of what they're missing out on.

Your first 10

• Begin with friends and family when starting your membership-building journey. People who already love you are the most likely to support your work from the get-go. They're also the most likely to provide constructive feedback so you can make things better from the very beginning.
• Don't be intimidated when starting from the bottom. It's okay if your first members aren't a perfect match for the content you're creating. Onboarding your loved ones is the perfect way to practice your business pitch in person and experiment with different ways to communicate your work.

Your first 50

• Social media followers can be potential subscribers, but you don't want to spam them. Reaching out to your friends on Facebook or Instagram requires a more personal touch. Take the time to write only a few personalized messages daily to the ones you think will be the most interested in your content.
• Be patient and prepare yourself to be ignored by some. The social media strategy takes time, but the benefits can be worth the wait. It will allow you to refine your message, receive and apply valuable feedback, and reignite relationships that can help with networking.

Your first 100

• Build relationships with people connected to your niche by attending conferences, meetups, or digital events. This will allow you to speak to other creators and build a personal support network with like-minded people. Who doesn't like gaining a few more friends?
• Ask current members to share your work using word-of-mouth marketing. Your first signups can be the ones who trust you the most, and they're more than happy to leverage their trust in your favor. Try adding a call-to-action to the bottom of your newsletter to encourage subscribers to share.

Interesting stories & ideas 📚

• Certain personality traits consume more news – NiemanLab
• Heroes wear capes – Jodie Cook
• Day jobs, money, and creative work – The Creative Independent
• Why you must create – Original Impulse
• How LGBTQ+ leaders can market themselves – HubSpot

Bam! Pow! Growth!

Now that you've gained your first 100 members by leveraging the relationships and connections within your circle of influence, how about adding an extra 0 at the end and making it a cool 1,000? To conquer this, you must expand your horizons by exploring new digital spaces, building fresh strategies, and consistently creating quality content.

Let's review how you can reach your 1,000-member milestone to help solidify your following and brand.

100 to 250

• Create lead magnets to attract a more attentive audience. A lead magnet is a free item or service offered to your readers in exchange for their contact information. The best ones are built in response to your members' needs and wants, so it's good to wait until you have at least 100+ signups.
• Contribute to niche communities regularly to find potential customers interested in the topic(s) you cover and the unique work that you do. You can hang out in online spaces like subreddits, Facebook groups, and Discord channels to help build momentum.

250 to 500

• Submit to online directories that expose your newsletter or publication to new audiences. You can participate in searchable databases or share your content directly on aggregator platforms. Each benefits a different type of business and consumer, so research what's best for you.
• Choose one social media platform and double down on it. You don't need to be Everything Everywhere All at Once to reach new readers. Mastering one social network will allow you to focus on deeper connections and take advantage of specific trends.

500 to 1,000

• Create a pillar page and ask your followers to share it. These pages are informative and extensive, providing enormous value within your niche. This will cause your work to be shared widely online and your publication to rank well in online searches (SEO).
• Experiment with contests and giveaways to inject some energy into your growth strategy. People are naturally competitive and love gifts. Just ensure that they're interested in the great work you're doing and not just free stuff. Whatever prizes you're handing out should make sense for your business.

The power of love

You're starting to see your hard work pay off, and you've matured to over a thousand members, but how do you ensure they stay put? Customer loyalty doesn't just happen overnight; it has to be thoughtful and intentional. Your followers are the reason all of this is possible, so it's essential to incorporate them into everything you do.

Sean Peek, senior analyst at Business News Daily, outlines how to cultivate customer loyalty to give you an audience for life.

#1 Get to know your members and allow them to know you. Send them a special deal on their member anniversary, keep them updated on any publication changes, and open up to them about any negatives. Just be human, and they'll return the favor.

#2 Launch a referral program to reward faithful followers. A referral program allows your members to receive unique benefits if they refer your publication to a friend or loved one. This is one of the most cost-effective ways to grow your mailing list and customer base.

#3 Stay true to your values, and your customers will do the same. Whatever sets your soul on fire, inject that into everything you do. Focus on what your business is best at and what makes your brand unique, and you'll have a loyal following in no time. Being someone else is hard; being yourself is easy.

#4 Engage with your readers on a personal level. You don't have to treat them like a best friend, but they should feel a bond with you, whatever that looks like for your brand. Use social media to interact with them, share behind-the-scenes scoops, and offer VIP deals.

#5 Encourage member feedback to ensure high happiness. Asking for their thoughts, gripes, and ideas makes your customers more willing to invest in your publication. Be sure to implement their feedback in productive ways to build trust. If you're dedicated to them, they'll be devoted to you.

By removing your mask and showing your readers who you truly are, they'll trust your work. Quality content is excellent, but if it's not wrapped in the sweetness of the human spirit, your subscribers won't fully connect with what you're trying to achieve. Let your guard down, and they'll support you indefinitely.

Curator's pick ✍️

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Join our Ghost Creator Community! Connect with like-minded people who create content professionally — apply here.

When it comes to gossip, it's wise to remember that other people's opinions of you are none of your business... unless it's positive gossip, of course. Who can resist being referred to favorably? This week's newsletter is about why referral programs are so successful, what gifts you should give your readers, and whether affiliate marketing is the right approach. Let's go!

In this week's issue 📨

• Why referral programs work
• The best referral rewards
• Affiliate marketing pros and cons

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Heart over mind

Have you ever bought something you didn't need? Have you purchased something because a friend wouldn't stop talking about it? Well, we regret to inform you that you have been influenced. Don't feel bad! You can't escape basic human psychology. This behavior is hardwired into our heads, which is why customer referral programs are such a fruitful ride.

Sandra Petrova, senior content editor at Growsurf, breaks down why starting a referral program is a no-brainer for your blogging business.

What is a referral program?

• Referral programs incentivize existing members to recommend your publication to friends and family. You can offer benefits like discounts and freebies in exchange for positive word-of-mouth that can increase your subscriber count.
• Asking your members to recommend your blog to their social circle without an incentive doesn't generate much motivation, but offering attractive bonuses encourages your followers to discuss why they love your brand and content in daily conversations.

Why do referral programs work?

• When one of your members endorses your publication to someone they love, this tends to have higher success than traditional marketing. Referral programs use the human element of trust and the psychological principle of social proof, which carries a hefty amount of weight.
• New customers referred by existing ones have a higher lifetime value and are more loyal than customers who aren't. This creates a more sustainable growth model that continuously generates new subscribers so that you can focus on your content.

How are referral programs successful?

• Tapping into people's motivations and creating marketing tactics around their desires is the heart of why referral programs work. People tend to follow what their peers are doing, we feel obligated to return favors, and we're more likely to be influenced by people we relate to.
• The key to designing effective marketing campaigns is ethically influencing human behavior. Understanding what drives us on a personal level is the key to a winning referral program. Just be sure your marketing tactics are wrapped in positive intent, and your followers know the real you.

What makes referral programs more effective?

• Gift things to your existing followers before you start asking for referrals. This will increase the likelihood that they'll recommend you to their social circle before you even have to build a referral program. You can hand out birthday gifts and celebrate brand milestones by giving discounts.
• Consider a two-sided referral program that rewards the person giving the referral and the person receiving it. This tactic is extremely powerful because who doesn't want to give a little something extra to a friend or family member? Success is easy when both parties have something to gain.

Interesting stories & ideas 📚

• Publishers are preparing to federate – Digiday
• "For You" feeds are not for you – Creator Science
• How to generate ideas to write about – Creativerly
• Dispatches from the media apocalypse – Werd I/O
• OpenAI loses its voice – Platformer

Just rewards

You now know how referral marketing functions on a human level, but how does it work on a business level? Not all referral programs are created equal, and each one requires unique resources, time, and patience. To choose the best program path for your publication, you should know the three most used referral models and how each can benefit your newsletter.

Let's examine the most common types of referral programs based on the kinds of bonuses you can offer your readers.

‣ Physical rewards, like branded swag, are incredibly effective. The most well-known referral programs in the newsletter space use them, and tools like Viral Loops make it easy to manage. Physical gifts are best for publishers looking to grow a free email list fast and have space for freebies in their marketing budget. If you have minimal resources, you may want to go a different route.

‣ Monetary rewards, such as recurring commissions or one-off payouts, are an excellent fit for blogs using the subscription business model. Consider this type of program if you have an existing audience willing to go the extra mile to promote your work. You can also use tools like FirstPromoter to connect your referrals to your billing platform with ease.

‣ Benefit rewards that give exclusive access to premium content or free downloads are great options for publishers with a limited budget and an active audience. If you don't yet have an established community or products you can already offer as an incentive, focus on building those things first. Once you've laid your foundation, handing out benefits is super simple.

Regardless of your reward route, the best gift you can give your members will always be quality content. Customer happiness is the first step toward referral success, so if you're not creating something worth talking about, your referral program will be for naught.

Positive affiliation

Now that you're more familiar with referral marketing, let's take a gander 🪿 at affiliate marketing. "Aren't they the same thing?" Well, sorta kinda. Referral programs encourage your current subscribers to share your work with their friends in exchange for rewards, while affiliate programs encourage other content creators to share your brand with their followers to gain commission.

Nikitas Filosofof, growth officer at Viral Loops, explains the pros and cons of affiliate marketing to help you decide which lane to take.

Pro: You don't have to hire your own marketing team, which saves you time and money. Your affiliates are paid based on their performance, so their compensation will always be limited to the leads they generate.

Con: Because starting an affiliate program is so easy, competition is high. There's little cost, which makes it highly appealing to many of your competitors. Just be sure to one-up everyone else by offering the best benefits.

Pro: Your business can scale quickly without taking huge risks since you're not investing any money upfront. You only have to pay your affiliates once you start gaining members. Win, win!

Con: Customer lifetime value (CLV) is often lower for businesses that participate in affiliate marketing. Affiliates tend to focus more on customer count rather than custom retention, so loyalty may be low.

"...it’s now time to pull up your socks and get started with the right affiliate or referral marketing strategy, depending on your brand’s requirements and expectations....both approaches offer effective results, allowing brands to use them together to get more revenue and fulfill their marketing goals." – Nikitas Filosofof

Curator's pick ✍️

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