5 Reasons You Shouldn't Use a Blog Post as a Newsletter (and vice versa)

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The Kate Show | Episode 57

Sponsored by Your Business Partner, Nancy Ganzekaufer: Business Coach for Creative Entrepreneurs.

Have you ever been tempted to copy and paste your recent interior design, home staging, or workroom business blog post into a newsletter and hit send? Me, too. Unfortunately, this doesn’t work well for a number of reasons. Blog posts and email newsletters are not interchangeable. In fact, they play starkly different roles in your marketing. If you try to substitute one for the other, you’ll start to wonder as, I did…

“Why is no one reading my blog?”

“Why is no one opening my newsletter?”

In short, there are 5 reasons why using a newsletter as a blog post, or vice versa, is a poor marketing decision:

  1. Blog posts are for SEO; newsletters are for lead conversion

  2. Blog posts must be 500-1000 words; newsletters need to stay around 300 words

  3. Blog posts require up to 10-15 images, depending on word count; email newsletters should contain only 3-5 images

  4. Blog post images require meta tags; newsletter images do not require meta tags since they have no bearing on SEO

  5. Blog posts need a call-to-action that provides a freebie and gets people into your mailing list; email newsletters need a call-to-action that tells readers to book a consultation with you, the next logical step in the sales funnel

Listen to the Episode

The Essentials of an Effective Blog Post

Blog posts are often the first connection you’ll have with new leads, whether they see your post on social media or find you on Google. This means blog posts are typically the beginning of your sales funnel.

In order to have an effective blogging strategy, your blog needs to meet these standards:

  • New posts once a week or at least every other week

  • 500-1,000 words per post

  • 10-15 images per post (fewer if you are closer to the 500 word count)

  • Each image file must be named before being uploaded to your site (e.g. kitchen-remodel-modern-farmhouse-city-state)

  • Each blog post must have a tall, rectangular image for Pinterest and a square image for social media; each image must be relevant, attractive, and contain the title of your blog post

  • Blog post titles must be SEO-friendly; use the Headline Analyzer tool for this

  • Blog post must contain sub-headings (H2) with key words

  • The first paragraph of your post needs to include your key words, ideally within the first two sentences

  • Blog posts must end with a call-to-action that offers a freebie if the reader joins your mailing list

  • Blog post topics must be relevant to your target client, not a journal entry of your recent adventures

The Requirements of a Successful Email Newsletter

Email newsletters are the last step in your sales funnel. You have your recipient’s attention - don’t waste the opportunity by cramming promotions, personal updates, and random info into your newsletter.

A successful email newsletter will meet the following standards:

  • Not shared on your website or on social media; this content is only for your mailing list

  • 300 words

  • 3-4 professional images

  • Your professional head shot and brief bio

  • One headline and one topic per newsletter

  • A call-to-action at the end that asks readers to book a consultation with you and provides a link to do so

Resources

Need a Newsletter, Branded Magazine, or Client Welcome Packet?