When it comes to inbound marketing, many businesses are unsure where to invest their efforts. There are several channels that all have their own benefits, and all require time and a proper strategy. One of most common weigh-ups is email marketing vs blogging – which should I be using and why? We’ll show you the advantages of each and which is a good idea to invest your time in (hint: there’re some strong reasons as to why using both is a great idea!)

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Why Your Business Should Have A Blog


A blog is a core element of content marketing that helps you to provide value to your users and existing customers. No matter the size or status of your business, it’s more than likely that a blog will be an effective tool in supporting your marketing efforts and helping to generate customer relationships in the long run.


So how exactly does a business blog help you out? It allows you to provide informative, useful content for free to your target audience, who are then able to understand more about your business and the industry in which you operate. Not only does it build trust with users before they engage with your products or services, but it also showcases your business’s knowledge, allows you to stay an up-to-date source of information, and helps you to generate more reach through organic search traffic!

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What Do You Have To Bear In Mind Before Blogging?

There are a few things to keep in mind when making the decision to blog:


  • It takes a lot of time to write relevant articles, set them up, and publish them
  • If you don’t get much website traffic and you’re not very active on social media, it’ll be hard to generate any interest or reach from your blog posts
  • If you don’t do keyword research, you won’t write for relevant topics and are unlikely to ever rank in the organic search results
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Why You Should Use Email Marketing


Email marketing is a truly effective way to reach specific audiences with specific content, and has one of the highest return on investments of all content marketing channels. It allows you to send regular content, provide your existing and potential customers with latest news and offers, and even automate parts of your customers’ journey.

If you’ve got a list of email addresses from customers, or from people who have signed up on your website, it’s a no-brainer to start marketing to them! Remember, it’s over 5 times more expensive to find a new customer than it is to sell again to an existing one. By contacting them regularly, not only will you stay fresh in their minds for longer, but they’ll start to trust you more and more, recognise your brand name, and are more likely to use you again if you provide them with loyalty discounts or new offers.

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Things To Bear In Mind About Email Marketing

Whilst that all sounds pretty amazing, there are some things to consider before going all in on email marketing:


  • Results are heavily dependent on your email lists – if you’ve got a bunch of untargeted addresses or business addresses that have been scraped at random, you’re unlikely to drive any real interest from them if you’ve got a niche product or service
  • It takes a long time to build a list organically from your website or social media channels
  • You may need to invest in an email marketing software that allows you to customise the design of your emails and create automated flows
  • Whilst it can be tempting, sending constant offers or purchase reminders is a fast route to failure – you need to be careful and plan what you’ll send to your audiences in advance
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What About Using Both?


As we mentioned in the beginning, there are some great reasons to use both strategies, and we personally think it’s the best route to go down (provided you’ve got the time and a good email list!). So what are these reasons?

Firstly, using both channels can become a streamlined content process, as you can use content from one to populate the other. For example, take a blog post you’ve written. You can shrink it down and make it quickly readable for an email. This helps you to save time whilst growing multiple effective marketing channels!

Another great reason to use both channels is that one can help you to grow the other too. Whilst building an email list is hard and takes time, a blog can help you to accelerate the process by generating interest and CTA’s around subscribing to your newsletter. In the short term, blogging will generate your traffic and subscribers, and in the long term, email marketing will become your powerful conversion tactic!

Finally, you’ll want to consider both channels at the same time because they each serve a different, yet totally important purpose! Whilst a blog can help your website to build authority, generate more traffic, and create an improved user experience, email marketing will help you to stay in contact with your audience and customers, generate meaningful actions, and ultimately help you to convert.


Do you use a blog or email marketing currently to help your business grow and reach potential customers online? If not, you’re missing out on a great opportunity to leverage low investment marketing strategies that have a high long term R.O.I!

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