Social media and content marketing always present the tough issues, don’t they? It’s like building the car as it’s going down the road and we don’t always agree on the parts needed.
Recently, the chamber pros on the Chamber of Commerce Professionals Group on Facebook discussed whether you should post your chamber newsletter to your website.
What are the pros and cons of doing so?
The group is split on this topic but here’s what the two camps suggested:
Why You Shouldn’t Post Your Chamber Newsletter to Your Website
- Several pros pointed out that information in chamber newsletters isn’t evergreen. It has an expiration date. Often it’s event related.
- Adding it to your site creates a library of resources no one is likely to access.
- Website visitors and email subscribers are looking for different things.
Reasons You Should Post Your Chamber Newsletter to Your Website
- All traffic should be driven back to your website where it can be analyzed and sales conversions can be made. The newsletter should contain brief snippets of information that link back to the site for more info.
- Archived newsletters serve as a good place for people to do research on what you’ve done in the past. This is useful to someone writing an article or someone who needs past event info.
- Analytics are easier, especially if you use a landing page for the newsletter.
Regardless of where you stand on the issue, it’s important to note that it’s not as large a benefit to your website if you simply archive old newsletters as PDFs and hang them there. This gives you no SEO juice and adds an extra step requiring people to download them, particularly annoying if they’re on their phone.
But, people also don’t like to read. So the days of long newsletters are out. Popular newsletters formats today are mere links with summaries to content elsewhere.
So maybe your newsletter doesn’t have to be “on” your site if all of the content already is.
Which camp are you in? To post or not to post? Join the conversation here.