A little over a decade ago, blogging was something done by individuals, certainly not big brands - or brands of any size, for that matter. Flash forward to today; everyone's blogging. Yes, individuals and upstarts are still hard at work sharing their opinions, but major news organizations and brands have jumped on board, realizing the many benefits of blogging.
While brand blogging grew in popularity, traditional online advertising has been waning in both popularity and effectiveness. Oh yes, we have programmatic buying and DSPs, but that's a bit like one computer speaking algorithm to another. The net result is still an ad banner and, barring a few exceptions, that approach simply does not work any more.
Adrants Editor Steve Hall, writing for Central Desktop, has put together the top seven reasons a blog post is beneficial to marketers and why brand blogging is a vast improvement over traditional online ad units.
OK, that ridiculously long, search engine-unfriendly headline pretty much tells the story but it is, indeed, a magically crafted one. And it has Helena Bonham Carter! Along with the Alice in Wonderland theme, there are touches of Little Red Riding Hood, The Magic Carpet (with a hot guy), the Wizard of Oz and...Helena Bonham Carter.
The model is question is Rosie Huntington-Whitley and the work was created by RKCR/Y&R for Marks and Spencer. Enjoy.
Blogging. For one contingent of marketers, pumping out posts on the company blog is their favorite part of the day; an opportunity to muse about industry news, highlight their product, and release creative fuel that is otherwise bottled up. For other marketers, blogging is the chore in the way of getting "more important" work accomplished. In other words, writing daily posts is an endless nuisance, like listening to "The Song That Never Ends."
Consider why you should be a member of the former group:
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- B2B marketers who use blogs generate 67% more leads per month than those who do not.
- B2C companies that blog generate 88% more leads per month than those who do not.
- 92% of companies who blog multiple times per day have acquired a customer from their blog.
- 57% of companies with a blog have acquired a customer from their blog.
, The Definitive Guide to Corporate Blogging for Marketers, from Bridgeline now to ensure your brand is maximizing its blogging efforts.