You’ve created your corporate identity. You’ve been promoting your business through social media. You’ve reached your market. But do you hear the sound of the competition yapping at your heels?

To stay ahead you need to stay in touch. You need to find that delicate balance between a sales pitch and providing useful information.

Should you send a newsletter or write a blog post?

Let’s look first at newsletters.

• Newsletters are usually more company-centric. You can include more promotional content and company news, giving you a chance to big up yourself a little more obviously.
• But newsletters generally don’t allow for in-depth coverage of a topic.
• Unless you save a newsletter on your website, it isn’t indexed by Google (so you miss out on the SEO advantages).

So, what about a blog post?

• The content sits on your website and is indexed by Google (so can be good for your SEO).
• Posts cover one topic in a reasonable amount of depth, allowing you to share your knowledge and to position yourself as a subject matter expert.
• Blog posts let you target long-tail keywords.
• Blog posts generally aren’t promotional, so people aren’t turned off by your pitch.
• Readers can subscribe to have the latest post delivered via email or to their RSS readers.
• Blog posts can be more shareable, with sharing plugins hovering next to your every word.
• Blogs encourage comments and discussion, which are flags of an engaged audience.
• Good blog posts give you great content to share across your social media pages, providing you with a strong foundation for your social media strategy.

The good news is that Minerva can write both for you, keeping you focused on that winning streak.

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