Choosing Between Blogging and Social Media When You’re Pressed on Time
By Stitchcraft Marketing
Before you begin a blog or social media channel, it’s easy to think that you will have plenty of time to get it done in a timely and efficient way. When you actually get into it, however, it can be a different (and busy) story. Creating content that is engaging, instructional and fun is a lot more work than people realize.
As an entrepreneur, you’re wearing a lot of hats. Taking the time to write compelling blog posts or schedule eye-catching social media posts can easily fall by the wayside as you’re creating new products and also managing sales. If executed correctly, blogs can create content that will be accessed over and over again by customers and social media will keep your followers wondering what you’re up to.
One of the most common questions we get from our clients is whether they should blog or use social media as a way to reach new customers. In an ideal world, the answer would, of course, be that both are necessary. However, if you’re crunched for time, there’s still a way to use both in ways that will help you keep each current without putting a lot of extra strain on your — already stretched — schedule (and budget).
Since quite a bit of our business is in creating compelling content and executing social media campaigns, we’ve got a few tips to help you make the most of your limited time and create engaging content.
The Benefit of Blogging
While it may be one of the oldest forms of social media, the blog is still “king” when it comes to driving audiences to your site. Blogs, with their diverse format that allows inclusion of instructions, commentary, photographs and even short videos, are the one place on the web where you don’t have limits on how much content you can include (i.e., character count or file size). Because of this, you can use your content to show potential customers how you can meet their needs. This also allows you to share more about yourself and your company in an authentic, personal way. With some additional attention to SEO, you can ensure that this content appears first in customer searches as well.
Statistically, blogs are unbeatable when it comes to driving traffic. Social Media Today states that businesses with blogs receive 55% more website visitors. This isn’t surprising considering that 77% of internet users report that they spend their online time reading blogs or other articles, or that blogs and social media sites account for 23% of all internet traffic.
So yes, you need a blog, and you should update it on a regular basis. A steady stream of valuable content is key, whether it’s monthly, weekly or daily — just make sure you set a reasonable goal on what you can do, otherwise you will probably get burned out after the first few posts and your blog will become dormant. Posting weekly is great, but posting once a month is also perfectly fine, as long as you’re creating high-value content and posting it on a regular schedule.
Tip: We recommend focusing on evergreen content, which is content that won’t expire. While staying abreast of the hottest trends is great, creating tutorials on techniques that can be referenced for extended periods of time will keep your audience coming back and establish you as a source of valuable knowledge. That doesn’t mean you can’t include more timely posts, but content that will be relevant today, tomorrow and next year is where you’ll get the biggest bang for your buck.
To put it in an analogy, if blogging is the cake you bake, social media is the icing you spread on top. While you have to work within the limits of the various social media platforms, each is a place where you can connect with potential customers and drive them to your expert content. Social media allows you to post short videos, eye-catching photos and smaller, action-driven content that can increase your site traffic. And, if you’ve created high-quality blog content, the materials you need are already there.
For instance, let’s say you created an in-depth video or a photo tutorial. When posting on social media, you can share a short video segment or a photo of the finished product with a brief description of how it will help your customers learn something new, along with a link pointing customers directly to this content.
This method allows you to use your blog content in multiple ways by highlighting different aspects from that a single post, which saves you time. While you might be updating your blog once a week or once a month, you can schedule several posts on social media promoting that content. By staggering social media posts and changing your hashtags, content and keywords in each update, you’ll reach a broader audience. Plus, if you’ve created evergreen content, six months or a year from now you can promote the same content again. The more people who access your content over time, the more likely your content will appear at the top of search results.
Maintaining a blog and social media channels requires planning and dedication, but is worth the return on investment. Getting started can be the hardest part; for more in-depth guidance, check out Magic Wand for Social Media, our self-directed online course designed to help crafty entrepreneurs outline and implement an effective social media strategy for their business in as little as 30 minutes per day. If you’re interested in one-on-one consulting or in how Stitchcraft Marketing can help you develop quality, evergreen blogs or engaging social media content, please contact us today!