When you’re thinking through how to deliver content on your blog vs newsletter, here’s my perspective as a content strategist and also the information architecture of the website and how different channels deliver information in different ways.
This will ensure that your ideal clients have a positive experience in your brand ecosystem:
The newsletter email (when formatted as a “Digest” Style cumulation of multiple stories and insights) is the equivalent of the news section of the website, as opposed to the newsletter email being equivalent to an individual post or article in the news section of the website.
The individual stories in the newsletter email are equivalent to individual stories put on the news section of the website.
Blog Vs Newsletter Analogy
Think of a physical newsletter or magazine. They are the whole, and the individual articles are separate.
Each section of the newsletter email is a different story or insight, which in website form is delivered as an individual post which is shown in the list of the news section just like it’s shown as a section of the newsletter email.
They both serve as a cumulative list of stories and insights.
So with this line of thinking, the stories and insights from the newsletter would be published individually to the news section of the website because that’s how that channel (channel being the website’s blog, currently called the news section) is structured and created to better present and deliver information to the visitors.
This also gives you Digital Leverage so your content has the potential to reach way more people than just your newsletter subscribers.
Then there’s also the SEO benefits and better user experience of individual stories being their own posts because now
- Google will recognize that post for the specific topic it’s discussing and adding more assets to the site (each post being an asset),
- As a visitor you can easily find, read, and share the link to the information you’re interested in instead of having to scroll through a larger page of information (as well as sharing those links to social media for promotion).
Think about the simplicity of sending a friend a link and saying “check this out” vs sending them a link and saying “scroll through this and check out the fourth subheading, the one that says <title>”
Want help with your content strategy to get your blog, newsletter, and social media all aligned and working together? Drop a comment on this Instagram post >>