Differences make up this entire world we live in, including differences between newsletters, blogs and podcasts.
… and we need to be okay with differences. Embrace them! Learn from them!
Today, I want to explain to you the differences between the two types of content you want to be creating on a regular basis for your marketing. Anchor Content and Catalyst Content.
Understanding these differences will help you be more efficient when creating your marketing content – and efficiency is a time saver!!!
What is Anchor Content?
This is the content I am always telling my clients and students we need… the new content you want to be creating to help with your marketing. That consistent content you need to use as the base of all your marketing content for the time period before you create your next anchor piece content. This is your Anchor Content. It drives your messages online and your content.
This is what keeps that cohesive message I was talking about last week. (Read about it here: 5 Easy Steps To Creating Effective Social Media Marketing Content.)
Most business will use one of two types of Anchor content.
Blogs or Podcasts
And no matter which one you use – there is a “Catalyst Content Piece” you will need to go with it! The Catalyst content is the content you use to tell people about your anchor content. (We’ll go into this in more detail the next time.)
Now, understanding the Anchor and Catalyst Content is really tied to understanding the difference between a newsletter, blog and podcast, and how people find and consume this content. This is the lesson for you to learn today.
What is the difference between a newsletter, blog and podcast?
They do have similarities.
- All three are considered part of a business’s online marketing foundations – the foundations that should be in place before starting out with online and social media marketing.
- All three allow you to educate and inform your readers in a way that allows you to showcase your skills and expertise.
But how and when they read it are the key differences. What is different is the method people use to find the content to consume it.
How people find and read Blogs
People learn about your new blog posts because they were triggered to go read the content on your website.
Whether the trigger was a search on Google or one of those other lesser known search engines 😊, an email, or because they saw a post on Twitter, Facebook or Instagram – OR they remember to come back and visit your site, “something” triggers them to read that new content, the blog post.
You often do not know these people as they have found your blog post online.
How people find and read Newsletters
People read your newsletter emails when you send it out directly to their inbox. They only get this email because you have somehow collected their name and email address, and can send them the information.
They receive the newsletter in their inbox and that is how they find out about the new content.
You have started a relationship with these folks when they signed up for your email list. You trigger them to read the new content.
How people find and read Podcasts
Podcasts are typically published using a podcasting publishing system like Libsyn, Buzzsprout and many more. These are tools to get the content into an audio format so that people can listen to and consume it.
Like Blogs, people need a trigger to find and listen to these. It could be an email saying it is live, a post on social media with a link to it, or by subscribing to the podcast on Apple or other podcasting systems. Then they get a notification it is there. Folks can also find these in online searches too, the same as blogs. “Something” triggers them to listen to the new content, the podcast episode.
You often do not know these people as they have found the podcast online.
THE BIG DIFFERENCE BETWEEN NEWSLETTERS, BLOGS AND PODCASTS, TO UNDERSTAND HERE IS WHO IS READING THE CONTENT
Emails / Newsletters >> Go to your captured audience of leads and clients. You already have their email.
Blogs / Podcasts >> Are a way to capture new leads and clients. You generally want to get their email. (Yes, some folks may be on your email list too, but anyone who found this content by themselves online, may not be on your list.)
Now that you have this understanding of the differences, next time we will talk about that Anchor Content and the Catalyst Content it needs to reach as many people as possible.
If you want an in-depth lesson on understanding the big picture of your marketing and the key lessons you need to understand to be effective and save time with your marketing, then grab this free Content Marketing Guide for Dietitians and Private Practice Owners. Once you have read this you will never again wonder how online marketing works
Stop Struggling and Start Thriving! My passion is helping to guide people just like you, dietitians, and private practice owners, who are often frustrated with all their wasted time spent on marketing that gets you nowhere. You can learn strategies to attract a steady flow of clients and build a thriving and profitable practice. Get started with some of the free resources on my Pepper It Marketing website, especially this Marketing Guide for Dietitians. I also offer several self-study training programs to help you attract more clients so you can have the Freedom and Security you want with your business!