5 reasons to put blogging at the heart of your content marketing strategy

Do you blog at your company?  If not why not?

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Blogging – even though it’s considered ‘old’ amongst all of the other new shiny tools is still the best way to win hearts and minds amongst your audience.  Blogging is not dead. You can demonstrate your credibility, showcase your skills and experience and really connect with your customers.

If your organisation supports social media communication, and is open to community conversations then you should be blogging on behalf of the company.  You can have great conversations with your readers which will help you develop the next version of the product, streamline customer processes and change perception about the brand.

Why?  Here are some stats…

Blogs on company sites result in 55% more visitors

Blogs are 63% more likely to influence purchase decisions than magazines

Companies with blogs get 97% more inbound links than others

37% of marketers say blogs are the most valuable content type for marketing

Blogs give sites 434% more indexed pages and 97% more indexed links

Blogging should be a key part of your content strategy. The top 3 reasons why people follow brands on social media is to down to interesting content. Blogging gives you the vehicle to write compelling and interesting content for your audience.  As 70% of consumers say that they prefer getting to know a company via articles rather than ads, blogging seems a natural choice.

60% of consumers feel more positive about a company after reading custom content on its site.  It’s hard for them to feel more positive about you if all they have to go on is your standard site with dated web pages.

It helps with your marketing efforts too. 63% of companies said that posting content on social media has increased their marketing effectiveness.  They have gone beyond the campaign with conversational content. 

If you’re still not sure, have a look at the most social companies report from Netprospex.  all of these companies have a great presence online,  Most of them blog (in fact the New York Times has dramatically changed its business model as it recognised the shift to online activities.

Blogging works.  Honestly.  You need to be a good blogger, remembering to post your blogging update at the right time of day.  you need to have the ability to tell great stories.  If you’re stuck for content there are many ways to avoid bloggers block.

As a company, you need to encourage your employees to blog, either to benefit other staff by blogging on the intranet.  Give your employees time to blog

If you want a better way to engage your fans, then blogging should be top of your content strategy plan…

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

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Credit: Annie Mole