A business blog is the best darn marketing tool on the planet. There’s no doubt that writing on a blog showcases your expertise and attracts readers interested in what you have to say. When visitors land on your blog, it’s up to you to keep them there with relevant content that gets them to subscribe, leave comments, and become a part of your community.
If you’ve been communicating with your prospects via an email newsletter (ezine), you’ve got to consider if writing on a blog will do a better job, and if so, how do you differentiate your ezine content?
If you’re new to online marketing, which is better to start, a business blog or an ezine?
Does an email newsletter do the same thing as a blog?
Should I do both?
Are these two marketing tools going to eat up all my time, energy and money?
Where will I see the best return on my investment?
Here are the factors to consider about publishing both an ezine and a blog.
Blog: Because a blog is web based, your content is published instantaneously every time you post. This allows you to be spontaneous and current with issues that affect your readers/clients.
Ezine: Because an ezine is delivered through email, it must be composed, formatted and queued into an email delivery system. Depending on your system and whether you handle it yourself or outsource, it takes some time to do this.
Blog: A blog is a collection of web pages published on the Web. Readers either read it on the Web, or can read your latest post through a feed reader. This is a way around the spam filter problem.
You can also set up a subscription form on your blog and your subscribers will get updates via email each time you post something new.
Ezine: An ezine is sent through email and is subject to filters and deliverability problems. When it gets through and is delivered, subscribers have to open it up and read it. Average open rates for newsletters are 25-40%…if you’re lucky.
Blogs: Blogs tend to be conversational in nature. Ideally blog posts show your personality, but stay on topic for business. The idea is to generously give away information that helps readers, shows your expertise and credibility, and connects with people so they come to know, like and trust you.
Ezines: Ezines have a wide variety of styles and formatting. Articles generally provide relevant information that benefits readers, establishes reliability, connects with readers, and keeps them informed about business events, including sales.
Depending on your business, there may not be that much difference between an ezine article and a blog post, although blog posts are usually shorter and more conversational. Recently, some blog authors have changed their ezine to be an emailed summary of blog posts.
Blog: Because your content is immediately published on the Web, search engines love blogs They are text based and keyword rich. When you write frequently (2-3 times a week) on a blog, people will find you more easily because your site is indexed more frequently.