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Six Reasons Why Your Blog Is Your Most Important Social Media Tool

Social media is information content created by people using highly accessible and scalable publishing technologies

Content Marketing Journal

It’s much more powerful than those young whippersnappers–Twitter and Facebook 

We often talk about the need to develop a content marketing mindset. This requires companies to think like publishers.  And that sounds an awful lot like social media as Wikipedia defines it:

Social media is information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It’s a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers.

Your blog is your secret social media weapon

Blog orangeThanks to free or inexpensive blogging tools, any individual can be on the same technological footing as the New York Times or Business Week.  That may seem relatively obvious to many of you.  What I think is less obvious is that your blog is every bit as much a social media tool as Twitter, Facebook or MySpace.  In fact, I believe that a blog is the most important social media weapon in your arsenal.

Here are the 6 reasons that your blog must be the core of your social media strategy:

  1. To have meaningful social media impact, you must provide a critical mass of content that will position you and your organization as thought leaders within your market niche. Nothing works better than a blog to achieve that objective.  Over time, your blog will contain an increasingly rich and relevant reservoir of information that serves as a Google magnet.  Thus, you will become more and more findable by those customers you need to attract.

    You can provide an unlimited amount of vital information in a single location. Because Web visitors are desperately seeking answers to their most pressing questions, you have the opportunity to provide just the right answers for your ideal target customers. The best blogs can provide the vast majority of targeted information that there ideal visitors require in their search for solutions.
  2. Content aside, the structure of a blog enables you to organize your information almost effortlessly to the benefit of your visitors. By defining the most important areas of information that you will cover and translating them into ‘categories,’ you enable your visitors to find exactly what they want with minimal effort.
  3. Unlike other social media tools, such as Facebook, MySpace, and LinkedIn, your blog is open to the entire world.  This enables you to achieve potentially infinite reach for your critical mass of content.  Although you may request visitors to register and offer them enticements such as a free e-book or eNewsletter, they don’t have to join a special club to benefit from your information.
  4. You can be both timely and comprehensive.  Although Twitter couldn’t be more timely, the information, opinions, and advice you tweet can never be comprehensive.  Your blog can be just as timely as Twitter because you can post information instantaneously.  But you can also make each post as comprehensive as necessary and integrate that post with lots of other relevant information on your blog.
  5. Your blog posts, far from being isolated from other great tools such as Facebook and Twitter, can be automatically pulled into each one.  Thus, those two powerhouses can enhance your online presence every time you post an article on your blog.  That’s three for the price of one.  Not bad.

The bottom line: Start your blog today.  It’s that important.  Then start thinking about Facebook and Twitter–and all the other possible social media tools you might consider.

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More Stories By Newt Barrett

Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser–and much more likely to become buyers. Newt is a successful publishing executive with more than 25 years of experience as both a manager and business owner. He has launched profitable publications in the high tech arena for both CMP and Ziff-Davis. He was an early player on the web in 1996 as Publishing Director of an early Yahoo competitor, NetGuideLive. As an entrepreneur, he launched Southwest Florida Business and BusinessNewsNow.com in the late nineties, later selling them to Gulfshore Media. His publication still thrives under its new name, Gulfshore Business. In addition to his sales and marketing skills, Newt is a published writer for Business Currents and Gulfshore Business magazines. He writes on topics as diverse as healthcare, education, public policy, growth, business best practices, and technology. He knows how to build great brands that serve client marketing needs. He is comfortable driving dramatic market-driven changes. Newt is recognized as a leader with the ability to move teams in new, unexplored directions. He is effective in high level sales and marketing conversations with senior executives in client organizations of all sizes. He delivers successful consulting engagements to improve products, people, and processes.