October 13, 2014: In his latest ClickZ column, Kevin Lee takes on the issue of whether blogging is a mandatory or merely optional marketing tactic in the age of social media. He writes: “I’d think twice, however, before you drink the social media Kool-Aid and abandon or de-emphasize your own B2B blog content in favor of a beefed-up social media presence. While blogs and site-based articles might no longer be “cool,” this established form of content marketing has a bunch of advantages that social media postings don’t.”
Among the advantages Kevin identifies are better content control, aggregation of Page Rank, ease of measurement, and accessibility.
Kevin recommends that content marketers use the “Hub and Spoke” model. He writes: “Think of your website’s repository of articles as the “hub” of your content marketing efforts. Social platforms (LinkedIn, Facebook, Twitter, et al) represent the “spokes” radiating out from this hub. Your fundamental job is to drive traffic and attention from these spokes to your hub via earned and paid tactics. This model works exceedingly well because it is simple, centralized, and because it directs all SEO benefits directly to your site. If and when a new social platform comes along (Ello?), it’s easy for you to simply add a “spoke” to your model without changing your fundamental content strategy.
Sometimes a similar piece of content should reside outside your blog, especially if you can get an external reputable publisher to allow you to contribute that article as a guest blogger. Guest blogging for SEO links has been slammed recently, but when a publisher other than yourself can get your article to rank when you couldn’t and you get credit for that article, the PR and reputation-building impact is significant even if you get no links back from your externally published content.”
Read complete article at ClickZ.com.
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