Many authors will use a blog in one form or another during their career, whether it be as an online base, through book tours or guest interviews. Blogs build valuable social circles and can offer exposure to authors trying to reach a wider audience. Being a guest on a blog and giving an interview, for example, reaches out to a much wider audience than an author could ever hope to achieve in isolation.
There is however a mistake some authors (and other professionals) have come to make, and that is to use a blog as a website, when it simply cannot function in the same manner. There are some certain blog software’s which enable a more ‘website based’ display of content, but this can be tricky to build and usually requires a professional.
The difference between a blog and website is critical, and when considering your online promotion, you need to be fully aware of ‘what’s what’.
- A blog could be classed as an online newsletter. It consists of continuous ‘posts’ of new material or articles which keep visitors coming back to see what’s new.
- A website contains more static content and elements, each page having information that doesn’t change constantly, but that is updated when necessary and most importantly easily navigable and visible at all times.
Each have their own benefits, and should be used in conjunction with eachother but a blog is not a website and a website is not a blog. Sounds like someone trying to explain cricket rules, doesn’t it?! Let me give you an example:
- Blog – An author can use their own blog as an interaction tool, much like Twitter or Facebook. It’s a fantastic way of reaching your adoring readers, encouraging conversations and researching what your readers like and want more of. Authors may also use blogs to post news of what they’ve been up to, where they’ve been or the latest news on their work in progress. This can be very captivating, and the constant updating of the latest post keeps it fresh (as well as being search engine friendly), however what happens when a potential reader wants to know the link to buy that book you mentioned a few weeks ago? They would need to search through the blog archive, or spend an age scrolling down and down the page to find it. Realistically, that’s simply asking for them to close the page and look elsewhere. It’s too much hassle, and we all know how impatient internet users can be. Blogs are fantastic additions to a website, but to stand the best chance of making the most of online marketing, you will need a website. Blogs can also be very time consuming, and in order to prove useful, they need to be updated frequently, so before venturing on one, ensure you have the time to post at least once a week.
- Website – A website is set out much like like a book. It may have several or hundreds of pages, but they’re all laid out in an easy to navigate menu, where the information relating to each page is kept. For instance many authors will use a combination of these pages: Home, About the Author, Books, News & Reviews, Excerpt, Contact. You see how easy it would be for any potential reader to find what they were looking for? This is the vital difference between a website and a blog, and it’s creating that ease of navigation which will encourage visitors to explore and find what they need, whether that’s more information on the Author (go to the About the Author page) or a new book (go to the Book page). Because the information is static, it’s always there. It can be updated from time to time, but it won’t disappear in a multitude of posts like on a blog, making that important information visible at all times. The nature and frequency a blog is updated however, makes it extremely search engine friendly, and if embedded or linked with your website can increase its popularity even further.
So lets end with a cliche this time, shall we? It’s Quality, not quantity.