Corporate Blog: Nothing works without social media
Posted: Sun Feb 02, 2025 5:09 am
I believe I wrote "a blog is not an island" in my first publications on this topic in the mid/late 2000s. This sentence is more true today than ever. More than ever, it is a huge challenge for those responsible for communications and their employees to divide up content between their own and external platforms.
Discussions must take place where the users are. But at the same time, it is also important to secure your own values in your own content hub. Because, to put it in technical terms: Ultimately, the customer journey should lead to the company's own touchpoints. This naturally also includes search engine technical aspects.
A magazine can be represented to a certain extent on a platform such as LinkedIn, but it remains largely one-dimensional. In addition, the platform provider can change the rules and functions at any time, as well as the algorithms for visibility.
Companies only exercise house rules and have maximum design freedom on their own websites. In return, they also have a duty to design and are responsible for usability.
But without a social media strategy – which does not just consist of the mass distribution of your own links – and without visible, active people from the company, it is almost impossible in most industries to achieve visibility for your own magazine or blog.
Blogging today means thinking multimedially
Surprisingly, even today, when I start working with client teams on the company's communications strategy, I still see a view of content that is very text-heavy. Of course, long reading pieces still have their place, otherwise I wouldn't be writing posts like this one.
But especially in the social media mix around it and (not only) when it comes to the appearance of protagonists, a multimedia perspective has long been appropriate: videos that are integrated. Corporate podcasts as part of the content (marketing) strategy, optimization for Pinterest or images for Instagram and moving images for stories. These are just a few cryptocurrency data examples of the complex multimedia mix within the integrated communication in which the corporate blog/corporate magazine is integrated.
Further development: A corporate blog is never finished
Once conceived, it can be continued and supplemented linearly forever: It should be clear from the previous sections that this cannot work for any digital communication and content strategy and therefore also for any corporate blog.
Digital media is changing, and so are we. New offerings are being added. Existing platforms are becoming less or more important. Forms of expression and stylistic devices are changing. Users' demands and needs are also changing. A well-planned content (marketing) strategy, with a blog or magazine at its core, must take all of this into account right from the start.
A strong concept is needed for high flexibility. Continuous development makes much more sense than a step-by-step approach that alternates between stagnation and major changes. If change is the norm, processes can be better planned and resources allocated. This is the only way to prevent your communication strategy from running out of steam at some point, between sloppiness and strenuous efforts.
Discussions must take place where the users are. But at the same time, it is also important to secure your own values in your own content hub. Because, to put it in technical terms: Ultimately, the customer journey should lead to the company's own touchpoints. This naturally also includes search engine technical aspects.
A magazine can be represented to a certain extent on a platform such as LinkedIn, but it remains largely one-dimensional. In addition, the platform provider can change the rules and functions at any time, as well as the algorithms for visibility.
Companies only exercise house rules and have maximum design freedom on their own websites. In return, they also have a duty to design and are responsible for usability.
But without a social media strategy – which does not just consist of the mass distribution of your own links – and without visible, active people from the company, it is almost impossible in most industries to achieve visibility for your own magazine or blog.
Blogging today means thinking multimedially
Surprisingly, even today, when I start working with client teams on the company's communications strategy, I still see a view of content that is very text-heavy. Of course, long reading pieces still have their place, otherwise I wouldn't be writing posts like this one.
But especially in the social media mix around it and (not only) when it comes to the appearance of protagonists, a multimedia perspective has long been appropriate: videos that are integrated. Corporate podcasts as part of the content (marketing) strategy, optimization for Pinterest or images for Instagram and moving images for stories. These are just a few cryptocurrency data examples of the complex multimedia mix within the integrated communication in which the corporate blog/corporate magazine is integrated.
Further development: A corporate blog is never finished
Once conceived, it can be continued and supplemented linearly forever: It should be clear from the previous sections that this cannot work for any digital communication and content strategy and therefore also for any corporate blog.
Digital media is changing, and so are we. New offerings are being added. Existing platforms are becoming less or more important. Forms of expression and stylistic devices are changing. Users' demands and needs are also changing. A well-planned content (marketing) strategy, with a blog or magazine at its core, must take all of this into account right from the start.
A strong concept is needed for high flexibility. Continuous development makes much more sense than a step-by-step approach that alternates between stagnation and major changes. If change is the norm, processes can be better planned and resources allocated. This is the only way to prevent your communication strategy from running out of steam at some point, between sloppiness and strenuous efforts.