For much of the year we saw a reduction in the amount of time many companies spent on their blogging efforts and a rise in networking through sites such as Twitter, LinkedIn and Facebook. The number of blog posts dramatically decreased with some blogs being ignored altogether. However in hindsight, many of those companies that failed to update their blog felt that their marketing campaigns were lacking in substance, and it was all just a bit too “hit and miss”.
A successful marketing plan involves all forms of social media with a blog being central to the overall strategy. First and foremost you need to have a place to showcase your content, articles and advice to help boost your marketing efforts and cement your authority in your chosen field.
Quality content is paramount to all of your social media and should be appealing and relevant to your target readers. This content should maintain and strengthen your brand and act in accordance with your entire organisational goal. What might be topical or current at the moment? What do your readers want to hear? What information will help them understand more about your product or service? If in doubt, ask your followers what they might like to read about.
When quality content is achieved then it is time to focus on the quantity of posts you publish. Pick an ideal blogging schedule and stick to it as best as you can. Once a week may be a good place to start, depending on your other commitments.
When, and only when, you have developed and maintained a solid presence via your blog, you can then start to use the other social media channels to drive traffic to your blog and ultimately back to your main website.
Social media is about building connections to your customers or potential customers, and blogging can be used much in the same way. Writing blog posts and acting as a guest blogger on other relevant sites will strengthen your connection to colleagues in your field, as will allowing others to write content to feature on your blog.
Don't dismiss your blog. If you have an online business and rely on customers finding your website and purchasing your products or services, then it still very much relevant to your business needs.
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