Today’s consumers are much more self-directed in their buying habits, leveraging the internet and mobile technologies to research, review, interact and buy the products and services they need or want. As a result, many brands and marketers are shifting their marketing tactics to join consumers on their buying journey, rather than interrupting their day with a random cold call or talking at them as they flip through a magazine.
Blogging is a low to no-cost way for marketers to create owned content on a consistent basis. A consistent blogging schedule of high quality information creates a great way for your customers and prospects to gain a better understanding of how you can help them and the smarts that exist within your organization.
David Meerman Scott, bestselling author and marketing strategist, once said “you are what you publish online.” Never has this been more true than for brands. We aren’t just competing with rivals in our industry; we are competing for consumer attention, and consumers are sick and tired of being interrupted with content that is annoying and irrelevant.
(Editor’s Note: This is the final article in a 3-part series looking at the aftermath of Google’s Panda algorithm update, which launched February 24, 2011. To catch up, please see the first two articles in the series: Google Panda Two Years Later: Losers Still Losing & One Real… Please visit Search Engine Land for the full article.