Email or Blog Question

I often get asked my advice on the blog versus newsletter question. That is – should a company have a corporate blog or should they send out a newsletter instead? My answer is always the same: do both!

A blog and a newsletter are two distinct tools with different attributes, each suited to a different audience and useful for building awareness in distinct forums.

A newsletter is best used to keep in touch with those you’re already have an established relationship with such as clients, prospects, partners and so on. Its a great way to keep your company fresh in their mindset and remind them of what you do.

A blog on the other hand is better for getting the word out to an untapped audience. Blogging allows you to introduce your core services or products to a wider audience whilst reaching your customer and contacts if they so choose. A blog has the added bonus of building links and increasing traffic.

There’s another key difference between the two and that is that one is push the other pull. A newsletter pushes out your announcements and news to the audience whether they like it or not (which is why its best for existing relationships otherwise it risks being spammy). A blog on the other hand is a source of information that people choose to go to to read or subscribe. Its less intrusive and has more buy in (and therefore is more likely to be read).

If you are asking this question because of limited funds and have to make a choice, first consider where you’ll get the most bang for your buck. Existing customers are far easier to build business with (assuming you did a good job first time round) than folks you don’t know so if you have a lot of those go the newsletter way. But if you are starting from scratch trying to grow a new business and establish your website a blog is the way to go.

One Comment

  1. Glad you raised the ‘push/pull’ issue here, because I think it’s a crucial point. If you try to apply a ‘one size fits all’ philosophy to communications and marketing activities you’ll have about as much success as the pantyhose manufacturers.

    Even among demographically identical people you’ll find some prefer to have information pushed while others prefer to access it themselves. The only way you can please all of the people any of the time is if you make the information available in both formats.

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