Writing vs blogging vs podcasting; what is the best solution for your business?


Content Marketing, if done right, allows a brand to create an identity in a crowded market for potential customers to notice. With new technological advancements, more ingenious marketing methods have emerged in recent years, changing the way brands operate.

Blogging, writing, and podcasting have become indispensable quivers in a brand’s marketing toolkit. But when there are factors like limited budgets or marketing resources to consider, how do you decide which content strategy is best for your business?

Putting things into perspective

First of all, it is essential to specify that the written and the oral have their place in the world of marketing:

● Blogs are considered vital by almost 60% of marketers worldwide.

● ROI is dramatically high when companies prioritize blogging over when companies don’t.

● With over 70 million blog posts published on WordPress every month, blogging is still a widely popular way to reach an audience.

While blogging has been the mainstay of content marketing for the past two decades, podcasts have been gaining traction over the past two years:

● The number of podcast listeners worldwide has grown from 274.8 million in 2019 to 424 million in 2022, and is expected to grow at a rate of over 9%..

● Young listeners between the ages of 12 and 35 are the demographic group that listens the most to podcasts.

When it comes to writing, and we’re considering newsletters, emails, and general articles, here’s what we collect:

● Emails have an impressive ROI of $36 for every dollar spent.

● It is the most popular marketing medium among small businesses due to low investment.

● Enables subscriber segmentation, personalization and automation.

Writing, blogging and podcasting have their own advantages. All penetrate the target demographic and engender a sense of community, support and loyalty among customers and the business. But it is important to carefully weigh the pros and cons of each of these strategies.

Blogging: pros and cons

Advantages

  1. Direct traffic: How do people find a particular business among the plethora of sites already listed on Google? The answer is SEO optimization. Writing and posting blogs regularly with carefully chosen and placed keywords can give a website the exposure it needs to jump from page 5 of a Google search to page 1. A good blog post will not only grab the reader’s attention, but will help convert their curiosity into genuine interest and action for your business. Creating relevant content drives organic traffic to your site, which has a higher click-through rate (CTR) at 4.23% compared to buying Google ads and creating inorganic traffic.

  1. Allows a business to connect with its audience: While people can listen to podcasts and expert opinions, they cannot, in real time, question them or ask for clarification. Blogs, on the other hand, allow readers to comment on them, in which they can raise issues and seek clarification, essentially providing the opportunity for interaction.
  1. Present your know-how: Blogs can be a great way to exhibit knowledge on a subject. The more detailed the blog, the more likely it is that the company will be viewed favorably by the reader.

The inconvenients

  1. Strong competition: A Google keyword search can find millions of results. This is just a glimpse of the amount of content there is already on the market, competing with which is a tall order.
  2. Long: Writing and publishing blogs can be time consuming. The gestation period for a good blog can range from a week to a month.

Podcast: advantages and disadvantages

Advantages

  1. Give your brand a voice: Literally as well as figuratively. Podcasts are very engaging because they have a greater human component inherent in them. People connect with other people by talking rather than reading words on a screen. They allow a greater potential for expressing the essence of the brand with humor, offbeat, know-how, etc.
  2. Win time: Podcasts, being auditory, can be viewed anywhere, while doing anything. It’s not uncommon to find people listening to their favorite episodes on a long leisurely walk or on commutes to and from work, making them easier to consume and absorb.
  3. Perfect for long content: Long, wordy blogs are kind of intimidating to a generation whose mainstay is short films and 20-second reels on social media, so moving long-form content to podcasts might not be a bad option for a company.

The inconvenients

  1. Technically complicated: Producing quality podcasts requires not only content but good sound production, equipment and mixing tools, which can be complicated and expensive.
  2. No call to action: Blogs have the advantage of clearly presenting a call-to-action button at the end of the blog, or anywhere in between. Podcasts cannot have a direct CTA button.

Writing: pros and cons

Advantages

  1. Easy on the pocket: While podcasting requires investment in equipment, and blogging may require hiring a content creator, sending emails and newsletters is relatively cheaper. For example, it takes less than $200 to send emails and newsletters to over a million people. Hiring a digital marketing agency to do this would also only cost around $500/month. Moreover, the yields are outstanding at 4300%.
  1. The most proven way to reach out: Emailers can be considered one of the first media of digital marketing. It’s a proven method that, with a few creative tweaks, has stood the test of time.

The inconvenients

  1. spam: What keeps digital marketers up at night is the fear that their newsletter will end up in the marketing graveyard: the Spam folder. It is essential to take the necessary measures so that the newsletters you are working on do not end up being ignored. This requires expertise and experience.
  1. Time and effort: Email, being cheap and easy to use, is used by many. It takes several hours of work to make your emails stand out from the rest and to find the most suitable subject line for the best newsletter font.

What is best for your business?

Choose from writing, blogging. and podcasts depend on several factors. First, the budget. Businesses just starting out can invest in writing or blogging first, as this is relatively cheaper than producing podcasts and is more visible. They may also later branch out into podcasts. Second, what are they selling? If they are selling a highly specialized niche product, blogging would be the way to go, as interested customers can take action directly after browsing through their blogs. Service providers can turn to sending personalized newsletters to build a community around their services.

The company’s short-term goals are also important. If a business is looking to improve its search engine optimization, the clear winner is the blog. Finally, demographic – Those looking to tap into younger generations may be thinking about investing a bit more in podcasts as they grow in popularity with young people.

In conclusion

As mentioned earlier, writing, blogging, and podcasting are all very effective marketing channels in their own right. All three have their own characteristic advantages and disadvantages in terms of cost, penetration and time. Choosing the best strategy is less difficult when you have a clear idea of ​​your short and long term priorities and current constraints. Finally, it always pays to experiment. So businesses shouldn’t catalog themselves, but rather experiment with different mediums to find out what works for them.

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