Many ask whether they should start a blog or a newsletter to market their practice. They require different resources and workflows and it’s understandable to ask, “Which one is better?”
But that’s the wrong question. The right question is, “Which one should I start first?” because, ultimately, why wouldn’t you have both?
If you write a blog post, why not email it to your list? If you email an article to your list, why not also post it on ye old blog?
Why not also post said content on social media, record it as a video, repurpose it as an ebook, and print it for a handout?
So, that’s the plan. But if you’re just starting down the content marketing road, where do you start?
I’d start with a blog. It’s easy to set up and the sooner you do that, the sooner you can get some traffic coming to visit your “store”.
Visitors will consume your content and share it. Search engines will index you and send you more eyeballs. And while folks are consuming your content, they will learn what you do and how you can help them.
I love it when a plan comes together.
Once you set up your blog and post 10 or 15 articles, start your newsletter.
And send all of your blog posts to your list.
Once a week, more often if you can, less often if you can’t, post and email something to your visitors and subscribers. Re-post that content, or links thereto, on your socials, and encourage your readers and visitors to share it on theirs.
And just like that, people are finding you, hearing about your wicked ways, and eventually, ready to contact you to ask questions or schedule an appointment.
You can set up a blog in a few minutes. Click this, choose that, and done. A newsletter might take you a weekend or two, because you have more options and decisions.
You can hire someone to set things up for you or help you, but I suggest you learn how to do it yourself so you don’t have to call someone every time you want to change something.
You should write the content yourself, or most of it, because your blog and newsletter represent you and what you would say if you were speaking to prospective clients in person.
Schedule one hour a week for writing and posting.
If you’re brandy new to all this, you can work on everything “in private” before you open to the public. Write articles, hang curtains, make everything pretty, and when you’re ready, hang up an “open for business” sign in your window.
But don’t wait too long. Clients are waiting to find you.