Blogging Adoption and Blog Consistency
I read a fascinating article in the BtoBonline.com article by Jon Vanzile that was in response to the New York Times article saying blogging is doomed because of Facebook and Twitter. Jon points out that B2B businesses are “still rapidly adopting blogs even in the age of social media.” Point in case, Jon’s reference to a conversation with Cisco’s Director of Social Media Marketing, Jeanette Gibson, who states, ”blogs are destination links.” and “People want targeted content, and the nature of blogs very much works for Cisco.” Per Jon’s article, “In Ciscos point of view, social media doesn’t replace blogging, it supports it.”
At LuCorp Marketing we wholeheartedly agree! Our customers are even increasing the amount of blogs. We work with software programs like Compendium which “focus efforts on creating relevant content with our straightforward content creation and administrative tools.” This program has great impact and leverages blogs through delivering content and calls-to-action based on customer’s search queries – Search Engine Optimization at it’s core purpose!
With blogging we see opportunity to tell stories, voice opinions, launch products and services, tell more about what a company does through blogging. It is very much like the company’s voice on a website. Blogging adds pages to the website, provides the Search Engines with more to cache, helps customers and prospectives find a company, drives more traffic to the website, integrates other marketing efforts like email campaigns and social media, enhances offerings, enhances customer interaction, …. BUT, blogging requires commitment, follow-up and feedback. Many small companies don’t have the time or energy to do this, that’s why we provide this service to our clients, to manage this process for them and to write, develop and plan scheduling and feedback.
Of course, we are much like the cobbler, who fixes other peoples shoes and who’s own shoes need repair! We don’t follow our own advice here, so our blogs are few and far between, but we try! :)