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Social Media Scene: Creating a Blogging Strategy When Blogging Isn't Your Business

By Stephan Hovnanian

Chances are that if you have started marketing yourself online, then you have a blog (or were told to have a blog). Blogging has become a channel with which you can consistently share stories and expertise about your company, keep top-of-mind awareness, and show yourself to an audience that may not have discovered you as easily. Blogging also helps seed the Internet (and specifically, search engines and social networks) with more content about your business, thereby increasing your visibility and web footprint to potential customers.

However, blogging has its drawbacks. For example, a blog post does not usually have the same measurable impact on your bottom line as, say, a landing page for a product or contact form. Your blogging schedule needs to be frequent enough so that new visitors to your website who look at your blog realize that you are actively maintaining it (where static content, like a Services page, does not need to have a date at all). Finally, blogging takes time, between researching, publishing, optimizing, and creating all the marketing support material that allows you to share it effectively on social media and other channels.

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