Thanks to Canada’s Anti-Spam Legislation (CASL), Canadians now have a legal mechanism which helps to avoid the harmful effects of spam and other electronic threats. The new law, however, has made it more difficult for businesses to send email newsletters to their clients. Although the CASL does not prohibit businesses from sending marketing messages, it sets out three mandatory requirements: (1) you must obtain the consent of the person you are sending to; (2) you need to provide identification information, and (3) you need to provide an unsubscribe mechanism.
The CRTC, which has been assessing and investigating spam-related complaints, isn’t taking the legislation lightly. Just a few weeks ago, Rogers Media Inc. was slapped with a $200,000 fine for sending email messages without a viable way to unsubscribe.
For businesses wondering how to keep their clients informed while also avoiding the hassles of obtaining client consent and the risks of incurring massive fines, starting a blog is the way to go. In many ways, a weekly blog post is very similar to a newsletter, but a blog can be more appealing for several reasons:
Blogs can help you reach a much wider audience. Unlike email newsletters, blogs are not sent to a pre-defined list of subscribers. A blog post becomes part of your website and can be seen by anyone who searches online. A regularly updated blog can produce a constant stream of good leads by drawing traffic to your site.
Your blog can help you establish yourself as an expert. Over time, the more posts you write and the more expertise you share with your audience, the more your blog will grow to become a demonstration of your knowledge in a particular area. When you publish in-depth blog posts, readers come to trust you and respect you. When readers trust you, they are more likely to hire you. In addition, your search for new content for your blog will push you to stay up-to-date on the latest information that relates to your chosen subject matter.
A regularly posted blog is great for SEO. Google notices when you write in-depth, valuable articles about a topic. Each high-quality post you publish is another opportunity to increase your traffic to your website. A blog is a signal to Google that fresh content will be posted regularly. As a result, Google comes back to index your site more frequently, which in turn increases visibility and ranking. Well-written weekly posts keep you at the top of your audience’s mind.
At Umbrella Legal Marketing, we practice what we preach. Want to know more about how a blog can benefit your business? Contact us at firstname.lastname@example.org .