Monday, 1 December 2014

The role of blogs and social media in content marketing


Blogging has gained ascendancy in direct proportion to the rise in domination of content marketing. Whilst blogs are a trending concept, very few people understand what they really are.

I like the Wikipedia definition that states that a blog (a truncation of the expression weblog) is a discussion or informational site published on the World Wide Web and consisting of discrete entries ("posts") typically displayed in reverse chronological order (the most recent post appears first).

Blog posts can either be videos, pictures, text or the combination of both.

Blogs and SEO
Blogs are very important for search engine optimisation purposes. Search engines, especially Google, have made changes to their algorithms to penalise websites that have thin content and reward those which publish compelling and relevant content.

The logic is really simple. Search engines were created to help users discover content and therefore, websites that have great content actually help the search engines to fulfil their mission. Blogging enables brands to create huge volumes of content.

Blogging leads to link building. Every post that is published online represents a link to the main site. Links are a very important ranking signal that search engines use to rank websites on the search engine results pages.

Blogging and thought leadership marketing
There is no better way that companies and individuals can use to set themselves apart than through thought leadership marketing. People ascribe market leadership to the people and brands that demonstrate their expertise through content. This is how answers to the target audience’s biggest challenges are addressed. Answered questions translate to improved trust between the brands and customers.

Thought leadership is an entry point to a relationship. It should help start a relationship where none exists, and it should enhance existing relationships.

An accountant who consistently writes high value and high impact blog posts will gain traction in the market more than those who do not.

Blogging and social media
Social media and blogs interact in what it is known as the Hub and Spoke model. The basic hub-and-spoke model is a system of connections arranged like a chariot wheel, in which all traffic moves along spokes connected to the hub at the center.


At the centre is the content hub that is then connected to the social media platforms like Yookos, Facebook, Tumblr, Youtube and Twitter.

Traffic flows along the spokes in both directions leading to increased traffic to the content hub and improved engagement on the social platforms.

Blogging lends authority to brands and individuals and in turn this gives them market leadership. Blog posts makes a website to have relevant and search engines love this. The result is higher ranking.

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