2 Reasons Your Social Media Plan Needs A Blog

More often than not, we’re seeing brands popping up on social media with a steady stream of aesthetically pleasing visuals and witty captions, but are their posts really driving a difference to the bottom line?

We know it’s not easy getting background information, trending keywords, your product or expert, and a call-to-action in a single post. Having somewhere to send consumers who are looking for more is key. It’s what we’re seeing now called “content marketing”.

A blog does just that.

Not only is it an invaluable tool to build your company’s online presence through SEO, but it can also serve as a crucial component of your social media plan. Here’s how:

1) Single source of truth

When you’ve got separate product, marketing and communications teams, the consumer can start to see varying messaging about your brand across platforms. This can get really confusing. Assigning your blog as the single source of truth for information about your brand makes streamlining messaging simple.

For example, you might use the headline and sub-headline in a tweet with a trending hashtag and point followers back to the blog to read more. Meanwhile, your marketing team may use the main points in the blog post in an email blast to customers. And, when your product team has an important update about your app or service, you only need to update the blog for customers or other support functions to access the latest details.

2) Bank of ready content

It seems like every week there’s a new trending awareness day. Having a steady stream of content that’s readily available makes keeping up with trends easy.

Imagine your company offers financial services, and part of your regular programming includes informing customers about fraud threats. All of a sudden, your competitor is struggling with an influx of fraud activity with customers. In minutes, you’d be able to tap into an older blog post, run it by your experts to ensure the information is still accurate, and repurpose it for whichever platform the conversation is taking place on. In a time of chaos in the financial services world, your company becomes the voice of reason.  

While there are many ways having a blog comes in handy for your brand, it’s especially important when you’re executing a steady stream of social content across platforms. Go ahead, give it a try!