Content marketing has a lot of moving parts these days. Typically when a person thinks of content marketing they think of a blog, and then maybe a few social feeds. If the budget allows for it maybe an entire community develops, feeder sites, a whole host of social interaction and more.
And that’s what I thought too…which is why a recent study put out by Percussion really surprised me. For the background let me clarify who exactly they were studying. They worked with “mid market technology companies with annual revenues of 20M-100M” for this study. Their reasoning was companies larger than 100M almost always had a blog and the companies under 20M were too varied. Meaning, a company that was around 20 years old and a company that had just started could be at the same 15M.
Brace yourself, because this is rather shocking. Especially when we consider that IT companies are by nature early adopters and blogging by no means is a “new” thing.
Out of 806 companies surveyed, says Percussion “only 20.5% currently maintain a blog.” That’s 1 in 5. What the crap are the other 80% doing? Wait, there’s more…
When Percussion checked in with the 162 companies that claimed a blog, 25% had not posted in the past 30 days. Are you kidding me? If you are just posting to your blog once a week (let alone once a month) you are letting the Google Caffeine Update bury you.
The good news is the Percussion people were thorough and broke their findings down even further by revenue:
Their conclusion was the larger the company, the more likely to have a blog. However, they do point out that newer companies, and especially those within software were almost unanimously bloggers.
The Rift of Content Marketing Lies Not in Size but Attitude
Here’s my theory: big companies have the resources and small companies are scrappy. The last 5-10 years have been the promise land for small companies. Things like SEO, social media and content marketing have successfully leveled the playing field.
The best news is that your thoughts regarding how you would like to do content marketing for your own company doesn’t vary wildly from the major brands out there. Check out this article published just yesterday on Forbes with Julie Fleischer, Director of Content Strategy & Integration at Kraft Foods.
In this piece you will see that though Kraft Foods obviously has more manpower than the struggling startup or small business, the process is the same. And even more than that – the goals are the same. The strategy is the same. It’s all the same!
So in closing let me say this – content marketing without blogging is purely bogus. Between the SEO benefit, the “signs of life” benefit and the opportunity to show yourself as relevant – it’s like shooting yourself in the foot to work on content marketing off your main site. Don’t get me wrong, your blog shouldn’t be the only piece of your content marketing puzzle – but it should be the hub for sure!
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