Blog vs. Email vs. Social Media
You’re a health and wellness professional doing all. the. things. to share your expertise online and build your subscriber and client lists. Blog? Check. Newsletter? Check. Social media? Check.
It can be overwhelming if you don’t always know what to focus on first and how to make them all work together. How can you ensure consistent messaging and save time each week? Do they all have to be created separately from scratch? (Answer: No)
You absolutely can have your blog, email newsletter, and social media work together to make a comprehensive content strategy. And, imagine having a process that covers all three of these bases and is as smooth and painless as possible.
Here’s how to make a simple content strategy that flows.
What’s the most important – Blog? Email newsletter? Social media?
Ideally, you want to attract ideal clients from all over the internet. Right? So, you need all three. But, you DON’T need to make all three from scratch! They can all have the same foundation while being slightly tweaked for the audiences they’re meant for.
You’ve heard of the “know, like, and trust” factors, right? Well, that’s how these three work together:
- Social media attracts new people and gets your followers to check you out – it lets more people get to know you.
- Your blog impresses them and helps them to like you enough to give you their email address.
- Your newsletter nurtures your relationship with them to build their trust. Some will eventually purchase your products or programs to help them reach their health goals.
KNOW = Social media
LIKE = Blog
TRUST = Email newsletter
Here’s the thing–even though social media is often the first place people find you, it’s not the first place you should create your content.
All three arms of content marketing are important; and if you do one first, the other two are so simple to complete afterwards.
Which one should you do first?
Step 1: Start with your blog
Your blog is like your online business card. It’s the “home” for your intellectual property (don’t build your business on a social media platform!). Your blog showcases your niche and expertise to the online world. It helps people find you and see you as someone who can help them. Plus, the time and effort you put into your blog is a generous gift you’re giving to whomever comes across it online.
The main objective of your blog is to help people like and trust you enough to give you their email address and sign up for your email newsletter.
And here’s where the brilliance comes in…
Start your content creation with a blog post and use it as a basis for your newsletter and social media!
Once you have a great blog post published you automatically have content for your newsletter and social media!Once you have a great blog post published you automatically have content for your newsletter and social media! #Blog #Newsletter #SocialMedia Click To Tweet
- Publish an excellent blog post on your website–one you are so proud to share far and wide,
- Open your email newsletter by introducing your new amazing blog posts and include a link to read it, and
- Pull images, excerpts, and quotes from it for your long-term social media campaigns.
How many times have you found an answer to your question online? Have you looked someone or something up before purchasing? How do you know that they know what they’re talking about and whether they can even help you?
Yep! By reading a blog post or two. 🙂
Once you have a great blog post, the newsletter and social media flow so. much. easier!Once you have a great blog post, the newsletter and social media flow so. much. easier! #Blog #EmailMarketing #SocialMedia Click To Tweet
Step 2: Draft your newsletter
“The money’s in the list!” “Build your list!”
That’s been the online marketing mantra for years now, right?
Once you have people on your email list your newsletter is uber-important! As Sol Orwell said at an entrepreneur panel here in Toronto last year:
Social media is incredibly overrated. Use your email to build a sense of community. Don’t let a $100 billion company get between you and your customers.
People who have already opted into your email newsletter already know and like you. They’re no longer random people on the internet consuming your generous expertise and clicking away–they are your inner circle. They’re your community. Give them a more personal touch and extra bonuses that your blog readers and social media followers simply don’t get.People on your email list already know and like you. They are your inner circle. Give them a more personal touch and extra bonuses that your blog readers and social media followers simply don't get. #EmailMarketing Click To Tweet
Your email subscribers should definitely get a link to your latest and greatest blog post, but with a more personal introduction. They should also get subscriber’s only bonuses like the opt-in freebie they requested, maybe some tips or a personal story you didn’t share on your blog. Even announcements and special offers before they’re public.
Here’s my email newsletter template that I re-use and customize every week:
- Personal intro to this week’s blog post (not just the blog intro, but something more personal).
- Link to read the blog post on my blog.
- Invitation to reply to the email to contact me personally.
- Subscriber-only tips.
- Subscriber-first info (e.g. new offers, announcements, etc.).
- P.S. with links to a few way I can help them, including my library of opt-in freebies for them.
- Thanks for being a subscriber and a tad bit about me.
I make sure my email newsletter is filled with value from my blog post and subscriber-only tips. I show my subscribers how much I appreciate them. I also list a few ways they can work with me when they’re ready.
Your email newsletter shouldn’t be a one-way street. For example, I encourage subscribers to contact me if they need help with anything related to health research, blogging, or content strategy.
On top of my weekly newsletters, I also send a few additional emails throughout the month. This usually includes an update on the newest pre-written “done for you” health article and pro tips on either health research or blogging like a great new reference to share with their clients or use for their business.
And, don’t forget, use your newsletter to build community–make sure you invite subscribers to reply…and make sure you respond too!Make sure to give newsletter subscribers extra value over your blog readers and social media followers (subscriber-only benefits). #EmailMarketing #Blog #SocialMedia Click To Tweet
Step 3: Create your social media campaigns
While social media may be the first way people get to know you, it’s really the last thing to do in your content marketing process.
Once you have a blog post published and an email newsletter to go out to your subscribers, you can use social media to be more visible and have more people find you.
This means you need to share your blog posts with your followers many times on social media (please, please, don’t stop at one!). Use several different catchy headlines, quotes, images, and excerpts. Make things interesting and get people’s attention. The purpose here is to stand out and pique people’s interest so they want to pop over to your blog and check you out (and maybe sign up as an email subscriber, too).
It also means that you should share your blog posts in other social media circles (when appropriate). Not to mention sharing other people’s great posts too.
Here’s what I do.
First, I use social media post creation/scheduling software to schedule social media posts for every blog post I publish. (Yes, this software pulls excerpts, quotes, and images and creates posts for you to edit/approve!)
This means that right after I create and publish a blog post, I edit nine unique pre-created FB and Twitter posts and schedule them to go out to my followers over a full year. Yes, a full year (with the exception of the rare blog post that will be redundant in less than a year). Unique social media posts are scheduled three times in the first week after publication. Then two more times later that month. Then every other month until the end of the year.
When it comes to social media posts, I prefer to “set it and forget it.” You don’t need to manually share your blog posts all the time.
And don’t forget other platforms to share your awesome blog posts: Pinterest, LinkedIn, Instagram–get your blog post out on those too!
But, as always, be sure to reply to comments on your posts and engage when people reach out. The “social” part of social media means inviting others to be part of the conversation as well.
When it comes to sharing beyond those who follow your social media pages, join FB and LinkedIn groups where your ideal clients hang out. If there is a weekly promo thread, use that. And, don’t just drop your link and run – check out others’ posts, add value, and be part of the conversation.
You can also get your blog post out via Pinterest group boards/Tailwind tribes as well.
And don’t forget to reach out to colleagues or influencers to try to get your amazing new post out even farther. Just make sure you follow my advice how to do this the right way. 🙂
What about sharing others’ blog posts on social media?
Your blog posts are not the only thing you share on social media. They are the foundation, but not the whole strategy. Ask your followers questions, get involved in groups, share other people’s awesome content too!
I schedule social media shares of other people’s awesome content using Social Bee. Here are a couple of short demo videos on how it works and links to check it out for yourself.
You can also use other social media schedulers too. Yolanda McAdam, a Social Media Strategist, spilled the beans on her top three social media schedulers here.
In a nutshell, from one great blog post you can create dozens of unique social media posts to share it with your audience for a full year.From one great blog post, you can create dozens of unique social media posts to share it with your audience for a full year. #Blog #SocialMedia #Missinglettr Click To Tweet
Once you have a great blog post published, you use that as the foundation for your newsletter and your social media. Get people to know, like, and trust you with this three-pronged approach:
- Blog = Boosts your “like” factor = It’s the place to generously display your expertise. It’s what encourages people to join your newsletter. Once you have a great blog post published, it naturally becomes part of your email newsletter and social media channels.
- Email newsletter = Boosts your “trust” factor = Use it to build a relationship with your subscribers. Give your blog posts a personal introduction and give special subscriber-only benefits like tips and links to resources.
- Social media = Boosts your “know” factor = Get more people to find you by sharing the headline, image, and excerpts of your blog posts so they go to your blog and sign up for your newsletter. Share other people’s stuff too.
Signing off and toasting: To delivering business excellence and world-class value.
Over to you
How do you ensure consistent messaging between your blog, email newsletter, and social media content? How much time do you have to create and publish content? What am I missing?
Let me know in the comments below! 🙂
P.S. If this was helpful, and built my “like” factor with you, I invite you to join my newsletter (and special subscriber-only benefits) right here:
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I'm Leesa Klich, MSc., R.H.N.
Health writer – Blogging expert – Research nerd.
I help health and wellness professionals build their authority with scientific health content. They want to stand out in the crowded, often unqualified, market of entrepreneurs. I help them establish trust with their audiences, add credibility to their services, and save them a ton of time so they don’t have to do the research or writing themselves. To work with me, click here.