Whether you’re a sole trader or large-scale enterprise, newsletters, blogs, articles and other less intrusive forms of communication are highly beneficial marketing tools. These mostly online information channels not only provide the chance to engage, enlighten and entertain your target audience, but also add brand firepower to your business and its offerings.
“Blogging is a communications mechanism handed to us by the long tail of the internet.” (Tom Foremski, blogger)
Balance Is Critical To Online Marketing Content
An online presence is essential to just about every business in today’s ‘all-things digital’ marketplace. Few would argue that leveraging the many online marketing mediums often nurtures a steady flow of new and unexpected business opportunities. Yet it’s as much about maintaining a healthy balance of discretion vs. direct selling in your online marketing content, as it is about consistently using these digital channels.
“Your top of the funnel content must be intellectually divorced from your product but emotionally wed to it.” (Joe Chernov, Hubspot)
As Is A Sense Of Addressing Reader Needs
Obviously the purpose of online marketing content is to sell your brand. But most readers don’t want to feel submerged in ‘all about you’ data, particularly when it’s solely focused on winning their business. They’re far more likely to feel optimistic towards your business and its offerings if you’ve left them feeling informed and possibly even amused. Learn and understand what the common needs are within your target audience, and keep on subtly addressing them via your marketing tools.
Blogs, Newsletters And Articles Are Highly Effective
This is where blogs, newsletters and other intermittent online communications can play a pivotal role in your business marketing strategy – mediums where the reader chooses their level of engagement. With this in mind, below are some of the key reasons why these less intrusive online marketing tools are beneficial to your business.
You’ll be top-of-mind but not in-your-face: Sending out the occasional, industry-relevant newsletter, blog and article is a more subtle way of keeping customers and other followers up-to-date and interested. Think of this marketing ploy as the polite way of staying in touch without anyone feeling pressured or pestered.
In addition, the more you’re writing and posting online marketing content, the more likely it is that at least some of what you’re saying is going to resonate with readers. Once such an association has been established, they’re more likely to take notice of and remember the products/services you’re offering.
Your confidence will grow alongside industry awareness: As part of your online marketing content strategy, it’s highly beneficial to research what your competitors are writing about and to keep track of the latest trends and needs via industry publications, group postings, etc. With this up-to-date information at hand, you’ll likely to feel more confident and assured that what you’re writing about in your own online content is relevant and contemporary.
Perceived industry expertise attracts and sells: Consistent posting of newsletters, blogs and articles is also an ideal marketing channel for showcasing your depth of knowledge and your passion towards your areas of expertise. Don’t feel you have to ‘reinvent the wheel’ every time you write online marketing content, but be sure to do your research and put your own spin on each topic.
It gives you a chance to reflect and recognise: Whether it’s for a monthly company newsletter or a fortnightly website blog (or both), putting together online marketing content generally requires reflection and collaboration. All marketing strategies need a plan, and coming up with topics and news to include is often an opportunity to sit back and contemplate where your business has been and where it’s going.
You never know, previously unacknowledged milestones and goals may emerge and shine as you constructively write about them.
Your past and present customers will feel connected: Keeping readers up-to-date and aware of what’s going on in your business will possibly make them feel more involved. In addition, online marketing content written in a conversational tone is more likely to achieve longer and stronger connections – personalised language has a global appeal.
“Good writing is good conversation, only more so.” (Ernest Hemingway, author)
We live in an era where social and other media are continually relaying information, so adding a personal touch could be your business’s differentiator. As part of this, strive for one-on-one engagement with readers who acknowledge or comment on what you’ve written.
Greater online interaction equates to higher search rankings: The more interactive you are online (e.g. social media, electronic publications, websites), the more ‘electronically popular’ you’re likely to become. An online marketing strategy involving multi-platform blogs and articles can increase your audience spread and lead to improved search engine recognition.
Use your online channels to make announcements: Newsletters and blogs are ideal marketing tools for announcing something noteworthy that has occurred in your business. For instance, a new product you’ve introduced or a new team member who adds something different to the business.
When relaying such news via your online marketing content, just be sure to make it relatable to the reader, such as how this change/event will benefit and address their needs.
So What Can You Do?
Employing a multi-faceted, intelligent and engaging marketing strategy – including taking advantage of the many online marketing mediums – will enhance your brand reach and appeal. There are no doubt times where direct marketing is relevant (e.g. among current customers), but there are also times where more subtle marketing via newsletters, blogs, articles, etc. is applicable. Use a range of online marketing content to grow your customer base and increase your brand presence.
Jeanette Walton is the founder of Walton's Words. Walton’s Words provides freelance writing and editing across a wide spectrum of genres, industries and document types. From thoroughly editing book manuscripts and corporate reports to collaboratively writing career-selling resumes and business-selling marketing content, concise and effective communications are guaranteed (including keyword optimisation). Described as "having a sixth sense for weaving all the information together", Walton’s Words thrives on producing communications that impact and engage with the target audience.
