Content marketing is all the rage today, gone are the days of traditional 'push' marketing and outbound corporate campaigns. Today our digital world with savvy buyers requires a different approach. Inbound marketing has replaced the marketing of old, we now must focus our efforts on ensuring that prospects and customers can readily find quality content online about our products and services.
Cue the rise of 'content marketing' - necessitated by stats such that 50-70% of buyers have already heavily researched a product before even contacting the vendor. Equally significant is the fact that 67% of buyers prefer a digital buying journey. So what does this mean? We have to prioritise an integrated content marketing strategy across the board by providing consistent messages, clear branding and relevant content at every step of the way.
Corporate blogging has become popular over recent years and can be an incredibly effective way to raise both the company brand and that of the individual employee. Having individuals who blog effectively and establish themselves as Thought Leaders is a very powerful tool, but only when the blogs are included as part of an overall strategy and not produced in isolation. When implemented correctly, corporate blogging should should feed social content, engagement and SEO....and much more.
I highly recommend spending a few minutes reading this guide to Corporate Blogging by Maximise Social Business which also includes best practice examples of corporate blogs.
If a corporate blog is set up as the center of organizational communication, it cannot serve only as a content outlet. It has to be THE base camp for content creation, content distribution, and social engagement. Used in this way, it will fuel your content marketing strategy and even save time, money, and resources for content creation. Here’s how blogs are essential for corporate communication: - 56% of bloggers who maintain business blogs say it has helped their company establish a position as an industry thought leader - 81% of businesses reported that their company blog is useful to critical for their business. The average company that blogs, generates 55% more website visitors, 97% more inbound links, and 434% more indexed pages. - 69% of businesses attribute their lead generation success to blogging.