Is Blogging Still Great For Brand Visibility?

By on August 4, 2011

Blogs. They started out as nothing more than a place to store your personal thoughts about life. Several years on, they are the core of any successful social media marketing campaign. But the question is – with all these advances in Facebook, the rapid growth of Twitter, Youtube’s permanent presence and the new Google+ debacle – are blogs becoming…well not as important as they once were?

Your Business Blog Here

Any dedicated social media marketing manager will tell you that a blog sets the tone for all of their other social media pursuits. Think of it this way. Your business website is a place to list all of those boring services and products, mission statements and stuff – quite frankly, not a whole lot of people would ‘enjoy’ reading. People go to your business website when they mean business.

Your blog on the other hand is the place your potential clients go when they want to find out who you are, and what you really know about your industry. It’s the little mirror reflecting back all the positive things you’ve ever said and done – and that’s what converts these passive viewers into clients. There is no other place on the internet, where your brand can express itself better, than on your blog.

Odious Comparisons

A lot of marketers compare blogs with things like Facebook and Linkedin. And yes, these are highly interactive platforms that promote brand visibility online. But where would your Facebook page be without your blog? What would your fans read? At the heart of it all, your blog is the only truly customizable place that your brand has on the internet (aside from your website) – it’s your own tiny slice of the cloud.

Social networking enthusiasts will argue about that last statement. But really, when your business brand is on Facebook, it’s still on Zuck’s platform. Your blog belongs to you, and this means you can do anything you want to it. The reason why a blog is at the very centre of great social marketing, is because it’s your brands permanent home. You own it, you’re not just renting space there.

Brand Visibility on Blogs

A good blog strategy still has the potential to be the mightiest social tool of them all. Sure you have to work harder to attract readers, but once it takes off – you’re home free. Everything on your blog is directly linked to your brand. It’s not only the mouthpiece of your business, it’s the ears and eyes too. When you choose to publish a guest post, you’re saying, “Hey, this person has some great ideas.”

Essentially your brand becomes aligned with other brands or authorities in ways you just can’t do on social networks yet. We’ve always said that blogs are like having your own mini publishing company. It takes an editor, a journalist, a designer, and a marketing specialist to make it work.

So if the question, ‘is blogging still an effective way to promote your brand online?’ – is still on your mind, the answer is a resounding yes. But don’t fool yourself for one second. It’s not easy. It takes years of experience, and expertise to design, plan and implement an effective blog strategy. The best thing you can do is never stop learning. Social media develops at the speed of light, and blogging will too.

Do you think a blog is an effective way to promote brand visibility? Leave your comment below!

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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