Can Content Marketing Reinvigorate Blogging?

Ever since Facebook, Twitter and YouTube appeared on the scene, blogging has been pushed out of the spotlight.

Blogs are not as sexy, blog posts take longer to create than a tweet or update, and video is easier and faster for multi-taskers to consume.

This is not to suggest blogging is going to disappear but it doesn’t have as much social street curb, which explains why so many corporate social media plans don’t start with a blog.

But here’s an interesting question: Can the emergence of content marketing as the new and sexy way for companies to reach and engage with consumers have a positive impact on blogs?

At the core, content marketing is about creating content (blogs, whitepapers, case studies, videos, etc.) that gives companies a competitive edge because they provide consumers with value, perspective or entertainment to consumers during each part of the sales process.

Content marketing is also getting more search engine optimization (SEO) traction based on the idea that if the content is compelling, it will attract inbound links and be indexed by search engines.

So what does this have to do with blogs?

While not sexy, blogs are SEO-friendly because the search engines love fresh content. Blogs are a great way to offer insight, information and entertainment because they can be used in a variety of ways to engage consumers. And because blog posts aren’t a snap to create, companies that are consistent and creative can establish a competitive edge.

At the meshmarketing conference (which I co-organize) in Toronto last week, Marcus Sheridan (aka The Sales Lion) offered up a first-hand perspective on the power of blogging and content marketing.

The co-owner of River Pools and Spas in Warsaw, Va., Sheridan turned to blogging (and videos) in late-2008 when the U.S. economy slid into recession, which was not a good thing for someone selling a product that can cost as much as $70,000.

In creating lots of interesting content, Sheridan was able to attract dramatically more traffic to his company’s Web site, which boosted sales at a time when many of his rivals were struggling.

For anyone who loves blogging, Sheridan’s presentation was uplifting because it demonstrated the value that blogs deliver and, as important, why companies need to consider blogs as a key digital marketing weapon.

One Comment on “Can Content Marketing Reinvigorate Blogging?”

  1. Great topic. I also think that the blog should be used as the engine that drives content to social marketing channels. Everything you post on your social marketing channels should link back to content on your site and that could essentially be on your blog.


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