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December 18, 2014
Create Content, Not Blog Posts
In-depth content (a.k.a bylined columns) provides marketers greater value in terms of thought leadership development and lead generation than does routine blog posting. Championing in-depth content as a marketing tool may appear to fly in the face of web usability guidelines — short, sweet, and simple — but elite expert blogs are the exception to the rule. Rather than striving to impress a vast audience, one should focus on the 10% that want, need, and deserve your offering.

Blogging for the Sake of Blogging
The fact of the matter is that too many people write too many blog posts simply for the sake of blogging. Surprise! Blogs do not contribute substantially to:
  • Industry Thought Leadership
  • Company Expertise
  • Share of Voice
Here are the five reasons to stop blogging and start creating meaningful content.

5. You Don't Know Jack About Social Media
One need not have a million followers, but whether your blog is designed to engage industry influencers or acquire leads, social media should be a key component of your content strategy. Blogging without amplifying through social channels is time wasted.

4. The Used Car Lot Blog
Blogs should be authentic platforms that provide readers content of value. Unfortunately, blogs that regurgitate promotional materials simply don’t cut it.

3. Your Last Blog Entry Was When?
Blogging infrequently is worse than not blogging at all. To build a loyal readership, one must follow the "laws of publication" by appearing on a regularly scheduled basis. If you can’t, then don’t.

2. Who Loves Your Blog? Your Wife?
Now that you are blogging regularly, so what? Who knows your blog exists? Companies generally create blogs without considering how they will reach their target audience. Determining where your blog will live and how it will be marketed is key to its success.

1. Everyone’s Doing It
Just because everyone seems to be blogging doesn’t necessarily mean you need to. To determine if you really do need a blog, ask yourself some key questions: What are our business objectives? How could a blog meet these objectives? What kind of content will we publish? How will we push this content to our target audience?

So before you commit the time and resources to another year of blogging, take the time to consider whether your blog has contributed to the growth of your company’s reputation. If you can’t point to leads, speaking invitations, or the growth of your peer network, then it’s time to pull the plug. Instead, make the effort to write something worth reading and then offer it to industry publications that can deliver the audience you seek to reach.

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Len Stein founded Visibility Public Relations to position the full spectrum of creative marketing services companies for industry thought-leadership. 

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