Blogs have been one of the big buzz items in 2006 along with social media. It seems companies are still trying to figure out whether blogging is worthwhile for their business and where social media fits in within overall marketing strategy. The number of “blog consultants” also appears to be growing at a much faster rate than business blog adoption.
For our clients, we use blogs extensively in both our public relations practice as well as for search engine optimization. One of the most productive uses of blog software as a content management system is for an online media room.
An online media room is a repository of press releases, news coverage and resources that are useful to the media. Managing this information using blog software such as WordPress, Movable Type or even Blogger, can also help the search engine friendliness of the company web site with the added bonus of visibility via blog and RSS channels.
Introduce search engine optimization and social media elements to a blog enabled media room and you’ll have a powerful asset for customers, prospects, media and the various types of search engines. Such a platform is ideal for hosting social media news releases incorporating the deconstructed release information, social bookmarks, RSS subscription options, links to corresponding images, audio, video and other media coverage.
The more media, the more channels you have for exposure. A blog enabled media room provides that benefit without a revamp of an entire web site. Not only do search engines get more content to work with in terms of rankings, but journalists are provided ample resources for writing stories and easy ways to subscribe to subsequent news releases instead of relying on being pitched.
If you add social bookmark buttons to your press releases and white papers, will they ever hit the front page of digg or del.icio.us? Almost certainly not. But what they will do is promote the sharing of that information with members of the community that have interest.
Not every social bookmarking effort has to be a “home run”. Home runs are great, but so are singles, doubles, and triples. Especially if you are capable of producing a significant number of them via a commitment to creating new, useful and unique content on an ongoing basis. Shouldn’t a web site be doing that anyway?
Cumulatively over time, a significant link footprint is created by encouraging the sharing and bookmarking of significant announcements, white papers, press releases, case studies etc.. and if the information is truly useful, it will be shared even more. The results are like any other strategic linking campaign: traffic and increased link popularity which can lead to better search engine rankings and traffic to the web site.
What are some innovative ways you’ve used blogs for search marketing, public relations or for marketing with social media?