On our website, we have two areas where we regularly post content, our blog and our newsletter.
Our goal with both areas is to inform our site visitors about topics that matter to them, but the way we work with each area is different.
Our blog and online newsletter allow for comments and are assigned to subject categories.
Our blog and online newsletter post their information in chronological order.
Our blog is updated many times a week.
Our newsletter gets articles once a month.
When we post a new blog entry, no one gets notified.
After a quarter of adding articles to our newsletter, those articles are then aggregated into an e-mail announcment that features a little information from each of that quarter’s articles with links to the full online article.
Our blog posts are typically 200 – 600 words in length.
Our newsletter articles are 1500 or so words.
Our blog posts take 30 – 60 minutes to write and research.
Our newsletter articles can take a couple weeks to sort through because we are going into much greater depth.
Initially, we thought we would just post newsletter articles because we knew we could safely produce one or two a month and be fine.
Initially, we didn’t have a blog area on our site because we were worried that we couldn’t keep producing content for it a few times a week, each week. Recently, we decided the blog was a glaring hole in our content strategy and we also felt that some of our topics just wouldn’t be a good fit for 1,500-word articles.
If you are going to blog, blog all the time or people will not take you seriously.
If you produce a newsletter, produce it on a regular basis. Perhaps start out producing it quarterly and eventually work up to every other month, and so on, but you must be consistent or you won’t be taken seriously.