Does Blogging Fit Into Your Overall Marketing Strategy?

Not all companies should be blogging. How do you determine if you’re one of them? Most manufacturers, unless they are making commodity items, should fit into the “do” column. If you sell through a distribution channel, there should be another check, and if you ultimately want to reach your targeted end user, put a bunch of checks!!!

Blogs are becoming more popular all the time, and according to eMarketer, blogs have increased from 16-39 percent in companies blogging for marketing purposes.

US Companies Using Blogs for Marketing Purposes, 2007-2012 (% of total)

Our blog is the hub of all activity for us generating several times the number of page views than our web site. By utilizing other social media tools like Twitter, LinkedIn and Facebook to drive more eyes to our blog by posting links on these sites, it insures that people keep coming back to the blog.

Why should you blog?

  • Position yourself as an expert in your field
  • Build your brand
  • Use SEO to build readership

Why is a stategy is important. The main reason is you don’t want the ready-fire-aim approach to be your guidepost. Consider these points:

  • Develop a policy and guidelines – This is new to everyone so someone has to set the ground rules.
  • Identify topic categories and resources – Don’t think you have to be responsible for creating all the posts. Get sales customer service, engineering and of course marketing into the mix.
  • Define frequency – You can start a blog and then do one post a month. That’s like trying to date and only calling the girl once a month. In order to build relationships, it takes time to get to know, like and trust people. I suggest at least once a week for a post; more if time permits.
  • Define the audience – This is key so you can write to the interests and issues (content).
  • Choosing the right voice – Remember, social is like having a conversation. Save the features and benefits for the sell sheets.

The key when considering blogging is that IT IS A COMMITMENT. But the upside is you can position your brand very favorably and generate lots of traffic, some of which will turn into relationships and maybe even business.

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