Your Company Blog – why it’s still your online marketing hub

Business Blogging

With all of the excitement about Facebook, Twitter and now, Google Plus, you might get so distracted that you forget about your blog.

Big mistake!

Your company blog is the best asset that your company has and should be the hub of all of your online marketing activities.

Here’s why your Company Blog is your online marketing hub:

1) You Own It!

Your accounts on the social media platforms are not yours. They can be turned off at any moment if it’s considered that you’ve violated their terms of service.

2) It’s Tuesday, Facebook must have changed again

The social media platforms, like Facebook, Twitter, LinkedIn and Google Plus are constantly changing the rules (see Copyblogger’s take on Facebook for marketers). They change how you post content, how to connect with people, the rules around privacy, how you can communicate with your connections, the look and feel of the site and what third party applications you can use (or not use) with your page on their system. Your blog serves as a point of stability online.

3) Your Blog is the fuel for your Social Media Engagement!

What happens if you participate in social media and have nothing to share? Well, if you don’t produce any content of your own, you’re basically passing around other people’s content and not driving anyone back to your own site. Produce great content, share via social media, and get qualified traffic back to your site!

4) You Control the Design

Your presence on social media platforms is very constrained. You can only design your page based on the constraints of the social media platform. Your blog and website allow you much greater design flexibility where you can really express your unique branding.

5) You’re Free To Sell On Your Blog

There are policies and technical limitations to marketing or processing transactions on social media sites. In some cases marketing is limited and you can rarely (or never) actually process a transaction on a social media site. Bring them back to your blog and website as a key part of your marketing and to finalize any transactions.

6) Search Traffic to can be a free, ongoing Lead Generation Source

The narrower you target your efforts, the easier it is to rank in the search engines. For example, rather than targeting “home architect” (and competing with ALL home architects), why don’t you focus on “Palo Alto Home Architect”? Getting your blog to rank for your key terms can lead to qualified and ongoing traffic to your site.

Tom Treanor is the founder of the Right Mix Marketing blog. He’s the author of the Search Engine Boot Camp, the co-author of Online Business Productivity, and regularly speaks at industry and corporate events. His writing has been featured on the Content Marketing Institute, Social Media Examiner, Copyblogger and other leading industry blogs.


  1. Extremely good points Tom. It scares me how many people still put all their faith in a social network as their ‘content hub’ thinking that is sufficient for their business. And it isn’t as if running a blog is all that expensive either – certainly not as expensive as losing your entire community because of a change in the social network!

  2. Great post, Tom. You pretty well summarize why companies ought to keep on blogging, or start doing so as soon as possible! Yet, it’s sad to see so few marketers getting the value of content and inbound marketing for any brand. I guess it’s quicker just to buy an expensive Adwords (PPC) campaign with Google than to optimize for search engines, via a quality blog among other tools… 😉

    1. Frederic,

      Yes, sometimes it’s easier for companies to do ongoing PPC advertising but the benefits and cost-effectiveness of content marketing should convince more of them to do both or to switch over to content marketing. Thanks for the comment.

  3. Google loves new content, specially good quality unique content. Having a blog section in your website is the best option today if you want your website to rank well and increase visibility. Majority of the websites today that have blogs, out-ranks websites that do not have one. Having no blog or updates section places your website in a “dormant” state, thus the index count is stagnant while your competitors are getting more and more pages index.

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