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Content Marketing

Should You Start a Company Blog or Newsletter?

Great question! And we won’t waste your time, we will give you the pros and cons of both below and you decide which works right for your business.

Reasons to Start Blogging

  • You Run an E-Commerce Store – This is because of SEO traffic. By writing blog posts about how to get the most out of your products, what people should consider when buying your products, and what is new and upcoming – blogging allows you to capture the SEO traffic (whilst it still exists) and direct people to specific SKUs on your e-commerce store where they can purchase. This is because if someone types in “vegan leather iPad case” – you have a greater chance of having your PDP and a blog post ranking. We are not SEO experts, but we know enough to know that the more content you have and pages on your website allows your chances of ranking to increase.
  • You have a complicated product or service – Think of blogging as your customer support knowledge base. If you create easy-to-read, well-structured and information based posts on your product, how it solves problems, and how to get the most out of it – your customer support team can easily share these links with customers to solve their problems, speeding up your ticket responses and also have a central spot where any updates can be placed and referenced in future (assuming you don’t change the URL!)

Reasons to Start an Email Newsletter

  • Your in a fast moving sector – If your industry is constantly in the media and has lots of external factors that influence it (think of real estate and finance), both current and potential clients do not have the time to check your website on a daily basis. One thing they check everyday though is their email. Now this doesn’t mean you email them daily (it will effect your unsubscribe rate), but at a frequency that is relevant, you can share the news articles that matter most with a short commentary on it.
  • You Run an E-Commerce Store – yes, we know we are cheating putting the same point twice, but every ecommerce retailer worth their salt will tell you that email marketing delivers the best return-on-ad-spend (ROAS) of any channel, any day of the week. So if you haven’t started already, start now by sharing your best offer for the week/month and your top selling products – it doesn’t get much easier than that.
  • Your Business is B2B – Email is for business and whilst we all hate our inbox getting clogged up, for those that sell and work only with other businesses, there is no better option. Especially if you are in the service industry, if you have setup your newsletters correctly, you will get a good idea as to which contacts are engaging with your content and allow you to explore more opportunities or tailor new offerings specifically to what they are engaging with.

The One Downside to Newsletters Over Blogs

Most websites have a website with blog functions already built in, meaning there is nothing to do except to come up with the idea and start typing. However, with email marketing, you will probably need to plugin another app or online software into your website, extract and get permission to include their contacts and setup email template and match the branding, etc.

Yes it definitely is more effort, especially if you are not technically minded or have an in-house tech team, but the benefits are definitely there to be had, so much so that there are entire businesses that all they do is create, run and manage company newsletters.

We have great experience in running both blogs and email newsletters, so if you are looking for a hand, definitely reach out to us at [email protected] or book in a session below and we will get back to you with a plan and strategy.