Blogging was once used exclusively by many people to get their voices heard and to give their 2 cents on any subject, business, product or sports team. Today with the continuous evolution of social media and the Internet, businesses of all sorts have hopped online to start distributing content of their own to either reach out to customers or inform them about the company, product, or industry news. What’s surprising is that 15 years into the new millennium, businesses of all shapes and sizes are still not putting out content that adds value to the consumer, nor does it draw them into buying the product they’re selling.
On numerous occasions I’ve seen company’s blogs either being used as a voice for an individual who works for the company, or they use blogs as a platform to distribute content that would have once been in a magazine that no one ever read. I might be coming across as harsh, but this is business, and without valuable and informative content that draws interest from consumers, there are no sales.
It’s shocking to see content being posted that is completely irrelevant to the current product these companies are selling. One article could have easily been written by an independent blogger, but I highly doubt they would have wasted the time to put out content that wouldn’t drive any sales, views, or subscribers. That’s what is so dangerous about lackluster content from all platforms by these companies. As a consumer, I see no value, and therefore I skim over it and continue scrolling down my Twitter or Facebook timeline.
Most people think it’s just Facebook ads, Google Adwords, or throwing money into some other Internet marketing tool that drives sales. In today’s economy people want something with substance, information they can believe in and trust, that assures them that they are making the right decision. It’s amazing to see that the leaders who oversee the distribution of content by these companies don’t see that. Independent bloggers who are close to the product, the company, or have a passion for the industry the business is in, are more likely to post quality content that brings value, than if these companies found somebody in-house. They may also know more about the product in some cases.
Whether it’s Facebook statuses, tweets, or blog posts, businesses and stores need to start putting out better content. Most are doing a great job, but in some industries there aren’t many who are outshining the competition. It would also be wise for these companies to start following and building some form of a relationship with the bloggers who are in someway driving sales and traffic to their websites. These bloggers have an extensive knowledge of these products, and their reviews and content that go along with that knowledge is invaluable.
Also in the age of social media, blogs and the influence that they have on their followers could lead to sales directly to the company because they’ve built trust. Businesses have a harder time building that trust, whereas content from fellow consumers is easier to believe and sympathize with.
It’s 2015. It’s time to start marketing and distributing content like the year we’re living in.