Stand out from the pack by developing a blog that's integrated into your organization's website.
Does your firm have a blog? Instead, have you overlooked this social media workhorse in favor of newer, sexier social media options? If so, you're in good company because less than one out of four Fortune 500 companies has a blog, flat with 2010 results according to 2011 research from the University of Massachusetts Dartmouth. Closer examination reveals that more of the top 100 companies blog - namely 35 percent. Further, when compared with other organizational sectors, blogging lags behind Facebook and Twitter usage. This is counterintuitive since blogs provide food for social media networks, namely Facebook and Twitter.
What does this mean for your organization? Your company has an opportunity to stand out from the pack by developing a blog that's integrated into your organization's website. This is especially true if you've got a small or midsize firm with limited marketing resources since the Inc. 500 tend to blog at a higher rate.
Don't think of a company blog as just another cost of doing business because that overlooks the true power of business blogging! Blogs are a strong content marketing platform that brings together the various elements of your overall marketing strategy to support your social media efforts.
10 Reasons Why Blogs Are Your Organization's Social Media Hub
Here are 10 reasons to integrate a blog into your marketing strategy as the hub of your social media marketing efforts.
The bottom line is that blogs are a content marketing platform that supports your social media efforts across a variety of business objectives. By building your blog with regular posts providing useful and/or entertaining information, you will create an outpost that can be leveraged to expand your reach or quickly respond to evolving issues.
Are there any other reasons for incorporating a blog into your social media offering that you'd add to this list? If so, please include your thoughts in the comment section below.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
IBM Social Analytics: The Science Behind Social Media Marketing
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An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
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