Recently, experts like Jeremiah Owyang question the fit between blogging and social media. I mean, with Facebook, Twitter, and Google+, do we still need blogs?
But, look at how important blogging is for business success, according to Technorati:
As you can see, bloggers are blogging more because people still read blogs and buy based on information from blogs.
Brian Solis says if very well:
When you think about social media, what do you envision? Twitter, Facebook, Youtube, Foursquare? If you’re like me, blogs would have made the top of the list. But how can blogs survive in a time when the attention of connected consumers is not only precious, it’s elusive. After all, people can read no more than 140 characters at a time right? With the surplus of networks and a river of social activity that washes away personal information levees, how can we be anything but distracted? In fact, this is the time to compete for attention by not just feeding it forgettable snacks here and there, but enrapturing it through value, direction, and insight. Do the work no one else can make the time to do. There’s always a market for intelligence.
So, maybe you’ve thought about integrating blogging and social media, but don’t know where to start.
Today, we start a series dedicated to helping you begin blogging and integrate it into your social media strategy.
Step 1. What Should You Blog About ?
First, your blog needs a tight focus rather than a hodge podge of unrelated posts. Your blog should also relate to your business in some way and support other elements of your social media strategy. A good example is King Arthur Flour where they blog about baking. Another, very different approach comes from American Express (American Express Open Forum) where they blog about things their target market needs (business advice) even though the posts aren’t related to their core business. Finally, look at British Telecom, which operates 3 blogs, each delivering insights important for one of its three target markets. Other elements of their social media marketing strategy echo topics from the blogs — so they’re integrated.
So, why build a blog around what customers need rather than your business? It builds community (traffic) and is likely to attract a target market ready-made for the products, services, and advertising you dish up. Here’s a great reference to help you understand what a target audience is and why its important for your blog to have one.
Here are some additional considerations in finding a topic for your blog.
Are you interested (and knowledgeable) on the topic?
- If you’re not interested in the topic, you’ll likely get bored.
- If you don’t know much about the topic, you’ll likely run out of things to say.
And don’t forget, there’s lots of competition out there, so you need to offer a unique perspective to keep readers coming back.
Today, we introduced the notion of blogging as part of your overall social media marketing strategy. Here’s what we covered:
- How blogging supports your business success
- What to blog about
Next post, we’ll begin discussing the hows of blogging and integrating your blog into your social media marketing strategy.
As always, your feedback is important. So, please let me know what you think, ask questions, and let me know what other topics you’d like to see covered here.