When establishing a marketing strategy for your brand, it’s important to consider how you will get your company’s message out to your customers and the general public. Social media tools like Twitter and Facebook are great for striking up engagement but are better suited for short-form content — and it’s a good idea for your brand to create its own, more in-depth content and to distribute that content on purpose-built platforms such as email and blogs.
Almost every brand and marketer would agree there is value in having both, but the issue of creating content for each outlet is a stumbling block for many.
Both formats have merit but simply re-publishing content from one to the other is a common mistake. To get the most value from each format, one should specifically tailor content for each venue. Let’s delve into how you should tackle this and why.
Be Focused, Simple, and Brief on Email
By their nature, email marketing lists have higher barriers to entry than blogs. This means you should approach your audience and content differently than you do on your company blog. When a customer signs up for your email list, he or she is offering you attention and trust. Do not squander these. You already know these customers have some sort of interest in your business; simply sending out emails recapping blog entries would be a waste of that interest.
Your marketing emails should be brief and direct, and they should arrive at predictable intervals. Each message should make its point concisely and offer a clear call to action. This will maximize the benefits for your customers and your business. Sending messages too frequently and without obvious focus may cause your customers to tune out and ignore your messages completely.
Be a Storyteller on Your Blog
Blogs are a different beast than email marketing. While your marketing emails should be focused entirely around your business, its products, features, and so on, a blog does not have to strictly adhere to that mandate. Your blog should talk about your company’s products but it can deviate into other topics that your customers might be interested in. That strategy can work to promote your brand to not only engage existing customers but attract new ones.
A great example of this can be seen on the Panic blog. Panic is a company that makes software for Mac and iOS — and it’s well-known for its focus on great design. Look at Panic’s blog and you’ll find many posts related to software development and design. This helps build Panic’s brand while allowing its experts to express bits of their personalities at the same time. Stories like how the company was almost bought by Apple years ago add prestige to its brand and attract readers who might never have heard of the company otherwise.
With blogs, you also have a unique opportunity to latch on to the news of the day and add commentary when appropriate. This can be a valuable chance to get public attention when you have something to add to a larger conversation.
Mailing list readers and blog readers are often different people, but there are the occasional few who will follow both. Preventing redundancy among these spaces will give your audience that much more to be excited about.
Although content between your blog and mailing list should vary, it’s important that they both ultimately work to further your goals. If your brand is running a contest or promotion, this is the kind of thing that should be supported in both your email marketing and on your blog. These two platforms should work in tandem to promote each other.
The more areas you have to get your message out, the more customers you can ultimately engage with. Diversity of content will demonstrate that your brand really cares about keeping things interesting for your customers. It will also likely pay off as you build a bigger, more loyal following.
John Morrison: John is a freelance photographer, writer, and traveler based out of Chicago. He is a graduate of the Pratt Institute with a BA in Visual Communications. Before joining Sprout, John previously worked for Apple Inc. as a lead creative and business associate. He likes old Polaroid cameras, New York style pizza, and typing in the third person. Connect with him on Twitter: @localcelebrity