Elevating blogs & newsletters: A Playbook for high-impact writing
by Shweta Bisht - March 26, 2025
As content creators, we often wonder: why do some blogs and newsletters thrive while others get ignored? The reality is, most content doesn’t make an impact:
Let me tell you a secret: Most content is dying before it even begins.
91% of blogs get zero traffic.
18% of newsletters are fully read.
The rest? They're just noise.
But here's the exciting part: There's never been a better time to stand out.
At our latest Comms Ninja Conversations, I, Shweta, Content Marketing Manager at Comms Ninja, broke down what it takes to craft content that captures attention, drives engagement, and gets results. This playbook is packed with insights from her session—let’s dive in!
What’s changing in 2025?
The content game is evolving, and staying ahead means adapting to these key shifts:
Trust-based content is winning – Google prioritises ‘experience’ and credibility. First-hand insights matter more than ever.
Email algorithms are stricter – Gmail & Outlook now filter ‘low engagement’ newsletters into spam.
AI-generated content is increasing – But human-led, experience-driven writing is more valuable than ever.
Takeaway: To stand out, focus on original research, personal insights, and reader engagement.
The Psychology of Captivating Content
Forget everything you thought you knew about writing. I revealed three mind-bending psychological tricks that separate extraordinary content from the mundane:
1. The Curiosity Trigger
Remember those cliffhanger TV episodes that keep you glued to the screen? That's the Zeigarnik effect in action. Instead of "Productivity Tips", try "The Shocking Reason You're Productive Only 3 Hours a Day".
Suddenly, readers can't look away.
2. Memory Magic: The Power of Beginnings and Endings
Our brains are wired to remember starts and finishes. Professional writers use this to their advantage by:
Crafting killer introductions that grab attention
Ending with insights that linger long after reading
Structuring content like a compelling story
3. Making Complex Ideas Feel Simple
Think about The New York Times. How do they make complex topics feel like a conversation with a smart friend?
Short, punchy sentences
Real-world examples
Data that illuminates, not intimidates
Newsletter Tactics
Email marketing isn't dead. It's just evolved. The top tips were:
Personalisation that goes beyond a first name
Timing is everything (Tuesdays at 10 AM, who knew?)
Subject lines that are short, sharp, and irresistible
The Content Lifecycle
Think of your content like a living, breathing organism:
Create a killer long-form piece
Break it into bite-sized social media content
Listen and adapt based on audience feedback
Avoid These Content Killers
❌ Writing for robots, not humans
❌ Rehashing other people's ideas
❌ Weak calls-to-action
❌ Letting your content collect digital dust
Some of the best newsletters to learn from:
📩 Mad Over Marketing Chitthi
📩 Buffer’s Newsletter
📩 Lenny’s Newsletter
The Human Touch
In 2025, content isn't about algorithms or word counts. It's about connection.
Your unique voice, your lived experiences, your authentic insights—that's your superpower.
