Blog or Newsletter: What Content Goes Where?

By Mike Munter on December 10, 2012  

A blog on your website is a terrific lead generating tool.  For small business owners, it is one of the most cost-effective ways of marketing your business and attracting new clients.

A newsletter (a.k.a email marketing) is a great way to stay top of mind and to keep your current customers coming back to your website.  It’s the place for news, announcements, and promotions related to your business.

It sounds easy enough, yet we see companies mixing the two up, putting content in their blog that should be in their newsletter and vice versa.  Since your blog and your newsletter serve two entirely different audiences, you’ll want to get it right.  Together, a blog-newsletter combo is a powerful 1-2 marketing punch that can help you attract more new customers and strengthen relationships with your current customers.

Here’s a quick reference guide to show you what content goes where.  Below, we’ll share some real life examples, to give you a clear understanding of how to effectively use blogging and email marketing to increase your sales.

QUICK REFERENCE GUIDE - WHAT CONTENT GOES WHERE

Example 1 – A Special Offer To Drive Business, With An Expiration Date

A pizza shop owner wants to drive business on an otherwise slow night.  He sits down and writes his promotion up, titling it, “2 for 1 Pizza This Monday!”

The content of his promotion goes like this:

“Come on in this Monday and get 1 large pizza FREE with the purchase of any other large pizza of equal or greater value.  Offer good from 4pm-6pm this Monday only.  You can call in advance and we’ll have your order ready when you get here”.

Where should this content go?  NEWSLETTER

If the pizza owner posts this promotion on his blog, hardly anyone will find it and the pizza shop owner will be disappointed when there are few, if any, sales.  Plus, since the post is now part of the pizza shop owner’s website, anyone who finds it in the future will be disappointed, since the promotion has expired.

But if the pizza shop owner sends this same promotion to everyone who subscribes to his newsletter, he is likely to see a boom in business because he will be giving his current customer base a reason to buy from him.  At under 100 words, his customers will be inclined to read it as their quickly checking email on their iPhone.  Plus, he’ll be conditioning his readers that they should open his emails because they are short, sweet, and provide them with value.

Example 2 – The Announcement Of A New Hire

A real estate agent wants to let everyone know she has hired an administrative assistant to help fulfill her client’s sales transactions.  She is excited because this move will increase the level of customer service she can provide, while giving her the opportunity to focus on the big picture of expanding her business.

Where should this content go?  NEWSLETTER

If this is made into a post on a website, it could soon become outdated for several reasons.  If the new hire does not work out or takes on added responsibility in the future, the post is no longer relevant.  Since this news has a short shelf-life, it should be targeted to current customers who will readily benefit from it.

Example 3 – A Business Wants To Explain How A Service They Offer Works

A fertility clinic wants to provide a thorough explanation of in vitro fertilization.  They take the time to write a lengthy 1,500 word article complete with pictures and a link to a video that further demonstrates the purpose.

Where should this content go?  BLOG

This is going to be some killer content, but if it gets sent to an email list of subscribers, it is likely not to be read that often.  It’s just too long.  Better to post it the company blog and then inform newsletter subscribers that it’s there, so they can read it if they are interested.

The real value of the article – being on the fertility clinic’s website – is that it can now be found by potential couples looking for more information about the IVF process.  Since the article is so informative, it earns the clinic trust amongst those who find it.  The article is a timeless resource that teaches consumers something and it can be updated in the future, should IVF technology change.

Example 4 – A Business Owner Wants To Provide Advice

A fitness coach wants to provide his clients with 5 tips for getting defined abs.  He writes up a great story and includes pictures, along with quotes from current clients who are already experiencing success using his advice.

Where should this content go?  BLOG

As in the fertility clinic example above, this content belongs on the fitness instructor’s website.  Since his advice is going to be long-lasting (he is providing proof it works), it will provide him with a continuous source of leads from people searching for tips on how to get more defined abs.  Sure, not everyone who finds the post will turn into a client, but some will.

His current clients may also enjoy the post and should be directed to it through his newsletter.  As a rule, we like to recommend only including the title of a post, with a “teaser” for why you might want to read it.  That way, he can quickly bring current customers back to his website, where they may linger and buy the products the coach offers.  Either way, he’s remained top of mind with his short and sweet email newsletter.

Conclusion

Blogging and email marketing are both fantastic ways to market your business.  Each has its own place and specific audience.  Use them wisely and you’ll be getting new customers while you continue to impress the customers you already have.

Are there content examples I’ve missed in this article?  Do you have an idea I should add to make this post stronger?


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