Skip to main content

Business Blogs: PR Tool or Marketing Tool?

While working on a PR and marketing plan recently, the question came up: are blogs more of a PR tool or a marketing medium? Seems like an interesting question, yet there has been surprisingly little written about it. "Blog marketing" outscores "blog PR" on a Google search by a margin of about five to two, and you'll find four times as many books about blog marketing at Amazon as you will about blog PR.

However, Online-PR.com (which has a very nice list of blog directories and aggregators, by the way) lists about three times as many blogs devoted to PR as focused on marketing. InternetNews predicted a couple of years ago that blogging would make corporate PR and marketing obsolete, but clearly that hasn't happened yet.
__________________________________________________________

This post sponsored by Marketing Tools from VerticalResponse

Create professional HTML Email and printed Postcard campaigns in minutes right from your browser. No technical expertise needed - Choose from over 250 templates. It's easy, affordable and powerful. Try it Free Today!
__________________________________________________________

My own conclusion is that blogs are primarily a PR tool. A well-written blog raises awareness and visibility, and establishes credibility -- all of which are PR objectives. Blogs are not particularly strong at direct response; they rarely excel at marketing functions like selling or generating leads directly. Thinking of your blog as a component of your overall PR strategy will help establish the right direction, and the right expectations for results.

*****

Terms: business blogs, blog marketing, blog PR, blogs are a PR tool, online-pr.com, Top Rank SEO blog

The Internet marketing advertising portal: WebMarketCentral.com

Contact Mike Bannan: mike@digitalrdm.com

Comments

Popular posts from this blog

Digital Marketing for Law Firms, How Hard is it?

A lot of "verticals" or industries make sense for digital marketing and the whole process can be very easy and intuitive. For instance, if you are running a Search Engine Optimization company, it's very straightforward to content market:

1- Write blogs or articles about SEO
2- Try to answer questions people have about SEO
3- Optimize those blogs around what the questions are and what you are saying.



But what about an industry that is a lot more complicated and not very straight forward? What about marketing for lawyers?

ACE, one of Philadelphia's top Law Firm Marketing companies, just posted this extremely helpful blog about why SEO is important for Law Firms. It delves into exactly how to do the job for a complex industry like the law and its practitioners.

One of the key points in the entire article is: "If your customer journey does not have a use for search services, then you'll never see SEO campaign results."

We recommend reading the whole thing. …

Tip #3 to improve your digital marketing

Do Your Research You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to planning your marketing strategy. Elliot Simmonds explains this concept below:

“ A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in - even if some of those clicks are from individuals tangential to the product or service they're promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it's only a short period) of actual research. Your gut i…

Tip #2 to Improve your Digital Marketing

Spend Wisely Each platform used to market online provides you with a different value. You need to analyze which outlets you should invest more time and money into, and which ones are not as important. Some platforms that work well for one company, yield little to no results for another. You need to find the one that suits your business goals the best. Digital Marketing is all very specific to your brand, and you need to plan your budget accordingly. Determining what each platform is going to do for your specific advertising efforts should be the basis for the decisions you make with your campaigns, explains Hitesh Sahni, Marketing Consultant at Smemark:

“It’s imperative to understand the value each channel offers. Search advertising platforms, such as Google Adwords, work best when there is a clear demand for your product or service, and you want to target people who search for your product or service online. Search advertising is less effective for a startup that has created a new an…