More often than not, there is a tussle between a newsletter and a blog post. Online marketing teams find it difficult to decide which medium they should pick to voice their opinions. Before digging deep into this discussion, let us make it clear that both the blog and the newsletter have their advantages. You cannot rule out one in favor of another. In other words, you have to decide which one gets more importance in your scheme of things, depending upon the purpose you want your content to serve.
For example, if your content is targeted at specific consumers within your client base, you can make use of the newsletter instead of the blog. Suppose you want to ask your existing set of customers to update their membership because the due date is round the corner. It makes more sense to send over newsletters to only those customers who need to update their renewals. The others need not be touched upon for this purpose. So, send out newsletters rather than talking about it on your blog.
Similarly, matters that all of your external consumer base needs to know, must be tackled on the blog. This works more for those topics that are usually searched upon in your website’s internal search box. A good example is the range of new products and services that you have launched recently. This topic is crying out to be written about in the blog rather than in a newsletter. On the other hand, you can leave out the searchable matters from your newsletter because they have to visit your site anyway.
Another factor that decides the case between the blog and the newsletter is the conversions that you get from them. Some online marketing teams place the blog at the forefront of their content marketing plan. The objective of the blog is to act as a funnel to bring in visitors into your online business territory. These visits often convert into leads and then, sales. The newsletter can also achieve the same goals.
Many internet marketing companies depend upon their newsletter to drive sales through the help of clicks on web links provided in the newsletter. Since the newsletters go out to people who have already shown interest in your business by signing up for the newsletters, you are at a better situation to drive home a sale. Look at the conversion rates for both the blog and the newsletter and decide which deserves greater content focus.