Have you wondered why you write regularly on your artist blog and send a newsletter?
Seems like you’re duplicating effort, right?
You’re tangled up in knots because you can’t see the difference between the two or the value in having both.
Let’s see if I can help untangle this mess for you.
Blogs and newsletters are two different platforms, and there is a place for both in your marketing.
Not every artist needs a blog, especially if you can’t keep it current. But you do need email contact with your list.
“Email contact” might mean a regular newsletter like my weekly Art Biz Insider, or it could mean consistent updates in a less formal format. For our purposes, let’s just call everything a newsletter.
Let’s look at the roles of blogging and email in your art marketing.
Newsletters Are Push, Blogs Are Pull
Newsletters appear in your subscribers’ inboxes because you have pushed them there. Your subscribers don’t have to do anything but wait for your missives after signing up.
In contrast, when you publish a post on your blog, it sits there waiting for readers to consume (pull) it.
Blog posts can also appear in subscribers’ inboxes as pushed messages, but most of your collectors will not subscribe to a regular blog feed. First, because they don’t know how or that it’s even possible. Second, they might fear too many email updates from your blog will inundate their inbox.
The Only Time a Blog Can Replace a Newsletter
A blog can replace a newsletter if the following two criteria are met.
- Everything you want to say in a newsletter can be said in a blog post and won’t look odd on that platform.
- Everyone you would want to stay in touch with has subscribed to your blog feed via email. If they don’t subscribe for email updates from your blog, they are unlikely to remember to pay regular visits.
Since it’s rare that the second criterion can be met, I suggest embracing your need for some kind of newsletter.
I hope you can see now that newsletters and blogs serve different purposes in your marketing. This means that each should have unique content, its own mission.
This distinction will save your sanity and lead to more focused content on each platform.
A newsletter keeps your name in front of contacts and buyers. It might be more personal as only subscribers see it. It’s also ephemeral. It lasts only as long as it remains in someone’s inbox or is printed.
A blog accumulates content that establishes you as an expert, be it an expert in your niche or simply an expert about your art. It exists in that online space until you remove it. Anyone with an Internet connection can see your blog at any time.
So, what’s it going to be?
Newsletter only? Newsletter + blog?