The goal of content marketing is to get your brand messaging in front of the right people. And not in hard-sell kind of way that we’re accustomed to. But in a way that tells people; “Hey, I exist to make your life easier for you.”
Even though there are plenty of ways to get your message across, bloggers and marketers alike still ask; which works better, email newsletters or blogs?
The short answer? The one that will help you connect with your audience and increase your conversion rate.
The long answer? Well, you’ll find out more as you read on.
Because we want nothing more than to help you connect with your target audience, we’ve come up with a quick guide to help you understand newsletters and blogs better. This way, you’ll know how to take advantage of both.
What is an email newsletter?
Email newsletters are company-centric publications that you send to a specific group of people. They contain company news, articles, and marketing content specially created for the recipients. Email newsletters are often used to target different segments of an email list, allowing brands to maintain their top-of-mind awareness with their target audience.
Creating a newsletter is pretty much the same as writing a blog. The only difference is, instead of formatting content for a website, you’re formatting content for an email inbox.
What is a blog?
Blogs, on the other hand, cover a wide range of topics and content, for all the world to see. They contain articles, images, videos, even music playlists that can be helpful to site visitors in some way.
Blogs are mainly used to educate and entertain visitors of a website, and so much as a promotional tool. They also make a website more dynamic, which encourages visitors to check back again and again.
Blogs can be a great jump-off point for discussions with an engaged audience.
Here’s a chart to make it easier for you to understand the differences between the two.
|Your Email Newsletter…||Your Blog…|
|Is only visible to your email mailing list.||Is visible to anyone who visits your website.|
|Allows you to customize messages for specific groups in your target audience.||Can help you build your credibility as an authority of a specific niche.|
|Can help you deepen the connection with your potential and existing customers. Keeps your subscribers in the loop.||Can educate your prospects about your brand, product, or service, and move them from the awareness stage to the buying stage.|
|Lasts until the message is received and read. The newsletter has already served its purpose once your recipient opens the email.||Lasts for a very long time. blog posts will stay on the web until you take them down or you stop paying your hosting provider.|
|Can be used to drive qualified leads to your website.||Can be used to improve your search ranking since search engines consider blog posts as web pages.|
|Can be forwarded to non-subscribers via email.||Can easily spread via social media. The more shares your blog gets, the wider your reach.|
What’s the best option for you?
Email newsletters and blogs are not that very different if you’re going to think about their purpose. Both tools give you avenues to reach out and communicate with people in your sales funnel. Whether you’re teaching a prospect about the benefits of your product or convincing a long-time customer to make a repeat sale, incorporate both newsletter and blog in your content marketing strategy will help you communicate better.
Is it possible to have the best of both worlds?
Of course! If you want to get your audience engaged, you need to weave both email newsletters and blogs into your campaign. When used together, both work much better. Let’s take a closer look at how you combine newsletter and blog in your content marketing strategy.
- Step 1: Publish a blog post. Don’t forget to check if on-site optimization is on point.
- Step 2: Promote your blog post to your subscribers using an email newsletter. Generate traffic to your post by giving your email list first dibs.
- Step 3: Wait for subscribers to open and read your email. You can easily track your email open rate via any email newsletter tool.
- Step 4: Send follow-up emails to subscribers who didn’t open your last email. Maybe they’ve missed it or maybe they’ve forgotten it. Either way, it doesn’t hurt to send a friendly reminder.
- Step 5: Track your progress. Not happy with your campaign’s email open rate? Check analytics and do A/B testing to get it right the next time.
In the battle of newsletter vs blog, it’s best to settle on a tie. With their own sets of advantages, both tools will make great additions to your content marketing arsenal. At the end of the day, it’s about creating a communication strategy that connects with your target audience.