Why Your Blog Might Be Sabotaging Your Business
© Jeremy M. Hoover
Many marketers were very excited when forum and
newsletter discussion focused first on blogs (about
two years ago) and then on RSS feeds (mainly within
the past year). It was a brand new opportunity for
marketers to use, one that promised both search engine
success and a way around spam complaints. So they ran
out and created a free blogger account or bought some
software and began blogging and trying to set up RSS
feeds.
But many of these marketers didn’t understand the very
real difference between newsletter readers and blog
readers.
1. While newsletters are published from once a month
to weekly there is an expectation among blog readers
that content will be updated daily, if not multiple
times each day.
2. Many people who would subscribe to an email
newsletter have no interest in learning about RSS
feeds, downloading a reader, or visiting your site
every day.
3. Although there are people who will both subscribe
to a newsletter and visit websites daily, most web
users seem to prefer one or the other.
Thus, there are really two ways to use your blog, and
you must use one over the other. You either have a
blog or a website. My view is that a “blog” more
describes the frequency of writing than it does the
form or layout of your site.
1. Use your blog as a content management system.
Write your weekly article, upload it to your blog,
then send an email to your list that links to the
article on your blog.
Or,
2. Write for your blog every day (or every two days at
an absolute minimum) to reach the group of people who
will visit your blog regularly, but only if you are
adding new content regularly. Then, for your weekly
newsletter, create a weekly digest of your posts
containing a synopsis of each article and a link to
the article on your blog.
My own view is that the second option works better.
Even if you have four or five blogs, you can still
write 300 words each day for each blog, or write for
two one day and the other two the next day.
Brainstorm ideas every week and use that list for your
articles. Set up a Google Alert for your topic or
niche, and link to websites or news pieces you find
from that service. Or, pay someone to write articles
for you. But keep your blog fresh and original and
post to it regularly.
Read more marketing articles at my marketing blog,
http://jhooverwebcopy.com/blog .
Contact me if you
need articles. My rates for 300-500 word articles are
1 for $15, 5 for $50, or we can negotiate if you need
a larger batch than that.
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