Social media blogging doesn’t get respect any more.
Even though 59.3 million new WordPress blog posts are published each month.
This number doesn’t include blog posts on Blogger buried deep in Google or on Tumblr languishing in Yahoo’s portfolio.
Nor does this include blogs integrated into corporate systems or other homegrown options.
Despite the numbers, blogs are old by Internet standards. They started as weblogs in the 1990s.
Old translates to invisible. Maybe this is why blogging doesn’t get much respect from social media people.
Yet most top social media influencers built their reputations on the quality and strength of their blogs. Many are still going and have expanded into professional media entities like Jay Baer’s Convince and Convert and Lee Odden’s Online Marketing Blog.
Jason Miller viewed LinkedIn’s blog as the uncut jewel in LinkedIn’s content crown when he joined their team.
Effectively, businesses view social media blogging as dead. Their posts tend to be after-thought content. They read like high school writing assignments not quality content. As a result, their blogs underperform. While 81% of North American B2B businesses use blogging, only 59% of them find blogging effective! It’s a self-fulfilling prophecy.
As marketers, content strategists and social media experts, it’s time to rethink your blog.
If you’re like most marketers, you probably have to make a case for social media blogging to your CMO.
For most marketers, PR professionals and business executives, the bigger question is:
Why aren’t blogs considered part of your social media strategy?
Social media platforms engage participants to consume, create and comment on content to communicate with their social graph, other members and the public. They endeavor to:
By contrast, social media platforms like Facebook, Twitter and LinkedIn have matured into full-fledged media entities. In addition to aggregating audiences, they must generate revenues from their participants. Chris Brogan calls them rented media.
If you’re like most marketers, you think search when you hear the word “optimize”.
BUT,the reality is social media blogging optimizes content for 5 of your key audiences.
Unlike other social media, you must build your blog audience.
In the early 2000s, businesses used blogs to support search.
Beyond being a social media platform, blogs fuel other social media interactions.
Influencer Marketing has grown up. Use social media blogging to encourage influencers and extend your reach.
Many marketers underestimate the importance of optimizing their social media blogging to drive business.
Many marketers use social media to engage with their customers and broader audience.
Blog comments allow readers to interact with you directly. Depending on your blog focus, this may not work for your business.