Written by J-P De Clerck, who is an experienced content, conversion and social media consultant. Like Mindjumpers, he is associated with Social Marketing Forum. You can connect with him on Twitter @Conversionation
Many businesses don’t have a blog yet. Too bad since blogs are really social media hubs and more. But there is hope, since blogs are almost a must for all businesses that want to do “something” with social media. A little more than a decade ago, many companies had no websites. And if they had one, it was often no more than some online brochure.
Now, for most businesses, their website is a critical part of their daily basis and a hub where various online and offline activities start and come together. In little over ten years, the corporate site has become a crucial component of the marketing and communication strategy. Today, companies face a new challenge: social media.
Actually, the challenge is not that new, but the success of social media and the fact that people continuously want more control over the communication process and tap into their social networks force companies to use social media as well. Social media, including blogs, are so frequently used by people – and thus also by prospects, clients, suppliers, potential employees, competitors, journalists etc. – that you HAVE to follow what is happening in the social sphere and participate in it.
Blogs play a crucial part in this. A blog, as I have been saying for a long time, is a social media hub. In some cases social networks can also be social media hubs and even the corporate website offers various – underused – possibilities regarding social media marketing. But blogs are definitely the main social media hubs. They are the source of social interactions and facilitate dialogues.
Blogs are the online properties to which companies can link their social media presences and where dialogues with clients and prospects also effectively take place. Furthermore, blogs play a crucial role in search engine marketing and a brand’s reputation, among many others.
The crucial role of content and information
Businesses can blog in various ways. They can setup a separate blog which is more or less separate from the company (website) itself, they can leave the initiative for blogging to persons within the company who have something to say and create their own blog, etc.
But it is also absolutely advisable to have a blog that is setup within the website or connected to it and where different persons within the company can blog.
The benefits are tremendous: a simple integration with web analytics, a more ‘open’ and transparent image, search engine optimization and a rapid real-time interaction with people whereby relevant content is crucial.
Company blogs also open up new doors to strengthen other channels and client aimed actions, even in more outbound activities such as e-mail marketing. And of course they are essential in inbound marketing: people are in need of relevant information they can interact with; using blogs you can provide this much faster and in a conversational way than on a website.
Just as today the website has become a marketing hub, blogs will for a long time be the hubs of social media marketing. Content plays a crucial role in this.
If you don’t have a blog yet, it’s really time to get started.