Well, we can’t speak for all parts of the world, but here in the U.S., blogging is currently “optional.” The question we’ve been asking lately is, should businesses feel obliged to blog? The simple answer is yes.
In the early years of this century, it was the blog that led the charge as the Internet grew out if its tight-fitting 1.0 jeans into its blousy 2.0 wardrobe. Suddenly, 20-somethings everywhere began leading discussions from politics to snack foods, and hip CEOs decided to give the public “behind the scenes” glances at their creative genius. Seven or eight years ago, blogging was a fad − the Internet’s latest Rubik’s Cube.
Blogging is no longer faddish, but an essential part of business communications. A blog is the sequel to “About Us.” It’s “About Us Now.” Whether posting a revealing employee Q & A, reporting from the front line at an industry conference or sharing expert guest blogger contributions, blogs have the capacity to house unique and compelling content.
Blogs also serve as important components of broader social media marketing campaigns. Facebook, Twitter and LinkedIn updates provide fresh opportunities to post links that lead visitors to a business’ blog and generate traffic to the organization’s website.
Which businesses should not blog? Those unable or unwilling to produce high quality content. The Internet marketing landscape is content-driven and highly competitive. This is no place to go half-way. As anyone on Facebook will tell you, there is a ton of poor content being published all the time. What does that mean? Create killer content for your brand and win big! Need a hand?
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