Blog Post or Article? What’s the difference and why should I care?

Content marketing, or the creation of content that stimulates the interest of potential clients (while not including a bunch of sales language), is a tool that can help build trust with your audience and subject matter expertise in your industry.

There are many types of content marketing such as blog posts, articles, social media posts and video. Each has their own merit; however, just like any other tool, using content marketing strategically and thoughtfully will yield the best results.

A blog is a blog is a blog. Right?

Not quite. When using the word “blog,” know that there is a difference between a blog (the channel in which content is published) and a blog post (a type of content).

Business sites use their blog as a channel to post news, information, white papers, case studies, blog posts, articles, or any number of content types. Personal bloggers, on the other hand, tend towards blog posts and journal entries (like, ten ways to save money on cat toys or a story about how the cat ended up in the sink).

So what IS a blog post?

A blog post (like the one you are reading) is an informative, (hopefully) entertaining piece that is of interest to the site’s target audience. Blog posts tend to be 300-700 words in length and include images, charts, graphs or infographics to support their premise and/or to break up the post visually.

Blog posts come in different flavors and include things like:

  • top ten lists
  • how-to guides
  • tutorials
  • reviews
  • interviews

Usually, blog posts will include bold headers, bulleted or numbered lists so that the reader can skim first to see if they want to spend the time reading the entire post in detail.  Blog posts are usually written using informal language for a general audience.

 

How are articles different?

Unlike blog posts, articles are formal in tone and often use industry jargon or technical terms they assume the audience will understand. They can be academic, scientific or technical in nature and will generally be much longer than a blog post (1000-1500 words).

An article is something that could be published in a scientific or academic journal as well as a blog feed. It may include citations or footnotes.

What is right for me? Article or blog post?

Whether to publish an article or blog post depends greatly on your audience. A scientific equipment manufacturer is going to have an entirely different readership than a doggy daycare. Well, I suppose that there may be crossover for scientists who own dogs, or dogs with PhDs, but…

Understanding your brand is the key to creating a successful digital marketing strategy. What type of content does your audience want to read? What tone of voice will work best to engender confidence in your readers? What, in short, will build their trust and keep them coming back?

When engaging a copywriter, make sure they understand your audience and brand voice. Tell them whether they will be writing an article or a blog post or something else entirely.

What should I be paying?

You get what you pay for. Simple as that. A professional copywriter will create an informative, solid piece written in your brand voice, with clear intent to attract and convert potential clients. You can expect to pay at least $150 per blog and $300+ for an article (given their increased length and depth).

These prices hold true whether the piece is ghostwritten or not. If you’re hiring an expert in your field because you want to leverage their expertise, expect to pay $600 and up.

Can you spend less? Sure. You can go online and get a blog for $30; however, don’t expect it to be great. You may end up spending your valuable time editing instead of growing your business.

Hiring a qualified copywriter will earn you more new business and increase your conversion rates, repaying your initial investment many times over.

 

Want to write your own content? Stay tuned for tips and guidance on producing your own articles, blog posts and more.

 

sheena

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