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Social media platforms and a company blog are a symbiotic relationship. You could have the best blog in the world, but if you don’t have a large amount of traffic coming to the site, who’s reading it? Social media platforms such as Facebook, Twitter, and even Linked-In allow you to bring your content to your intended audience in a platform they visit more frequently. Similarly, even popular high-traffic sites for consumer goods brands need a platform in their social media world to call home. Social media sites specialize in transient content that is here now, gone tomorrow. In contrast, the content you create and reference on your blog will forever be available online and referenced as “yours.” For this reason we consider blogs to be the cornerstone to any social media presence.
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How important is choosing a blogging platform to the success of your blog? Well, think of a blogging platform as you would think of a bank. Then you can think of your content as your hard-earned money. (If you’re interested in piggy banks and mattress-stuffers, this post is not for you…) This post is meant to help those blogging for their business make the best choices and be effective.

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With the opportunity for frequently updatable content, blogs have become powerful tools for search engine optimization, enabling businesses to get found for the right reasons. If your website is the platform to communicate your core messages, products, and services, then your blog is the place to tell other, more in-depth stories about your brand. Planning your blog content actually starts with establishing and refining your SEO key phrases. If you want to get found, the big question is: how are customers searching for you in Google? These key phrases should then inform the types of articles that appear on your blog. It’s all about balancing what you want to say with what people are searching for. Read more to learn about the steps and features of a sound SEO strategy.
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If your business is considering blogging as part of your marketing outreach, one of your first questions is probably, what will we write about? Your second question is, how will we ever find the time? The answer is a blog content strategy. Like a road map showing your destination versus just getting in the car and driving, a content strategy outlines what you should write about, and when. This ensures that your efforts are focused, so you spend less time sitting with writer’s block and more time effectively writing.

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A blog is the cornerstone of an active online and social media presence for any business. However, perhaps the  term “blog” is a bit misleading. I’m not suggesting every business needs to create the next “CuteOverload” for daily social entertainment. An effective blog need only be an area of your website where you publish fresh content regularly, which could easily be called your News section. Focus your energy on the quality of your content rather than the quantity of visitors.

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At MSLK, we examine all facets of a brand when forming an overall strategy. Whether a brand needs to be built from top to bottom or reinvigorated through an individual marketing campaign or brand extension, it is important to implement a consistent message and visual theme across every touch-point. This is vital towards building brand recognition and overall brand equity.

After all, consumers are quite busy, which means you have limited time to engage with them effectively. Whether it’s your identity, packaging, website, store experience, mobile application, or social media campaign, every facet should reinforce why customers should choose you. We call this total implementation of a single theme, 360° branding. Read more to get a comprehensive tour of all the major media and learn how each should reflect your company message.
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MSLK’s “Take Less” installation is featured in IUEOA Magazine’s 4th issue, Do Not Dump, as a selection by Petz Sholtus for his piece “Eco Design Products.”

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