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Defining the Relations Between Blogs, E-zines, RSS and E-mail
...... content types that do not mix well together if provided through a linear content structure.
A typical e-zine might include:
--> an editorial;
--> a leading article, representing the prevailing topic of a specific e-zine issue;
--> supporting articles, clearly structured to show they are secondary to the leading article;
--> links to "best of" blog posts in the given timeframe;
--> links to the most relevant forum topics and posts;
--> a news section;
--> a featured client case study;
--> different advertisements (banner ads, textual ads, advertorials etc.);
--> a featured consultant;
--> a Q&A section;
--> a featured whitepaper;
--> etc.
Providing all of this content demands a complex content structure and a strong and experienced editor. The blog format simply does not provide the level of structure needed to effectively present such a complex content mix.
But that's not to say that blogs are in any way inferior to e-zines, they're just different. And businesses need both, and they need to deliver both via RSS and e-mail.
However, what is worrying is that some seem to think that e-zines and e-mail are "backward". That's a dangerous line of thought that comes close to shooting yourself in the foot.
Personal preferences towards content delivery channels and internet content media formats have no place in business. What matters is what our audiences want and how they want it.
Our goal must be to satisfy as many of "our people" as possible, implementing all the tools and technologies needed to achieve this goal. Letting our personal preferences get in the way is dangerous at best.
And even if 90% of our customers/prospects/partners (etc.) preferred RSS to e-mail to receive our content, it would still be good business practice to provide both.
Success MarketingThis article may come as a surprise to you.
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