Businesses are expected to produce content in the digital world, and that can feel really confusing, especially if you don’t know what goes where or why...
Everyone says you need to be sending emails to your list AND writing blogs. But what does that matter when it comes to the mechanics of composing these pieces? What goes into them? How do you use one vs the other? And more importantly, what's the point?
If you have an idea for content, but you’re not whether it should become a blog or it would make a better email, read on...
First of all, let’s get to understanding these two digital methods of outreach. Each one gives you a different context in which to engage with your target audience - a way to make them feel nurtured and also make sure you stay at the top of their mind when it comes to needing what you do. How great is that?
But there are important differences between the two mediums, with each giving you unique ways to deliver your message with the greatest impact.
Blogs are actually web pages, and thus are searchable far into the future by search engines like Google. This is very valuable for your business. The words you choose for blogs will help Google (and your readers) determine whether your content is relevant to what they are looking for. This is Search Engine Optimization, or SEO, and blogs play an integral part in this process. The words you choose in blogs are important because they will play a large role in whether or not you show up when someone searches for what you do.
Emails are direct messages and are more directly tied to urgency. Activity on emails can be tracked (open rates, click rates, and so on). So you can use that information to learn how your audience is reacting to what you’re trying to say. Are you getting through and being heard? Or are you just…spamming? The words you choose for emails will help persuade readers to take action. But you won’t be trying to build a longer-term impact.
Here are some general rules for deciding if you should build your idea into a blog or an email:
Think of this as permanent content, a lasting reflection of your brand.
SEO optimized, using keywords that help your customers find you.
Anecdotes that communicate about your brand through personal stories.
Studies that reinforce your message.
Instructional Content that indicates your willingness to share.
Personal revelations or insights that add to your authenticity.
Think of these as transactional, often disposable messages to engage, inform, or nurture.
Announcements of an event, a transition, an offer, or something similar.
Personal Appeals that bring your community closer and support your mission.
Notifications of policy changes, deadlines, important dates, and so on.
Updates on a range of activities such as ongoing projects, events, or work you are proud of.
Newsletters, recaps of group efforts, overviews of monthly activities, etc.
Many topics can warrant both a blog AND an email… So if you have a contact list or database, it's almost always a good idea to send out an email announcing that your new blog is going live – with a link where they can read it. It’s like getting two outreach opportunities for the work of creating one piece of content.
Copywriting tip: People want to read things that are about them. After finishing a draft, check for how many times you use the word “I” vs “You." If your content is too focused on you and what you want, it can miss the mark for connecting with your audience. Remember who your content is for, and keep them in the forefront of the message.
If you need help in deciding whether your idea should be written up as a blog or an email, just ask us in your submission ticket. We’re always here for you!
Visit MyMarketingPass.com for more help, call us directly on our friendly helpline (213) 474-8084, or schedule a time to talk directly here. :)