More than 80 percent of marketers with company blogs use social sharing features more than any other tool to distribute their content, a study from Technorati found. Results from the same survey suggest that social media marketing campaigns that include content sharing are the most popular method for all business bloggers.
For blog writers managing an independent blog, RSS feeds and search are also fairly popular and effective. Using social sharing, though, allows blog content to reach a wider audience as it allows brands to reach fans and friends of fans. Brafton has reported that Likes from Facebook fans can exponentially boost a brand’s reach via newsfeed exposure.
Corporate blogs are often part of a larger content marketing campaign across social and search channels. In addition to fueling social shared, the study shows content is often aimed at SEO and the development of a company as a thought leader within an industry. Marketing firm Affect reported earlier this month that the use of blogs has grown, especially those written by C-level executives.
Using authoritative content demonstrates a business’ position as a leader. According to the report, 35 percent of corporate blogs have multiple content writers working for them and posting articles. Using multiple writers, whether each has a specific target audience or the manpower serves to ensure frequent updates, further providing prospects with a strong perception of a business.
Engaging content is an increasingly popular marketing strategy, especially within the technology sector. Brafton recently reported that technology companies are likely to adopt content marketing aggressively in 2012.