If you publish an email newsletter, your primary concern is to make sure that your newsletter is opened, read and acted upon. With that in mind, you should focus on creating the best newsletter possible, and content is the key to quality in your newsletter.

When you think of content, you may first think of articles, and that is one of the most popular types of content. Your content may also include guest columns, question/answer features, an ongoing editor's column, and anything else you might want to use to express your opinions and give information to your readers.

In selecting content for your newsletter, keep in mind the three purposes of your newsletter. First, you want to keep your company in the reader's mind as the only solution to their problem. Second, you want to build a relationship with your customers by communicating information to them. Third, you want to make sales through your newsletters.

With these three purposes in mind, you can decide on the type of content you want to provide, and consider how to make it the best content available.

One mistake many newsletter publishers make is to accept any article that is submitted to them, or go to a popular article directory and just publish the latest articles in their field. Some of this content might be well-written and interesting, but it has a fatal flaw. It's not unique or fresh, because many other publishers in your niche are using the exact same articles.

You have three choices in finding good articles and other content for your publication.

First, you can write it yourself. If you enjoy writing and have the time, this can work quite well. Many newsletter publishers write their own content quite successfully.

If you're not interested in writing your own content, you can pay someone to write content for your newsletter. Many freelance marketplaces allow you to put your writing project out for bid and choose the best provider at the best price. This way you know the quality content you provide is also unique.

A third option is to dig deeper in the article directories and find older, but still informative and well-written, articles that most newsletters are not using at this point. Even if your readers have seen these articles before, they may not recall them, and will appreciate a refresher in this area of expertise.

When you're seeking or creating content for your newsletter, keep in mind that you need quality more than quantity. One or two well-written articles will serve you better than half a dozen mediocre articles. Many people don't read long newsletters, and even fewer will read a long newsletter full of so-so information.

Remember that you want to impress your readers, build a relationship with them, and encourage them to buy from you in the future. With these three goals firmly in mind, select and create content that positions you as an expert, demonstrates your caring for your customers, and encourages them to purchase from you.

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