SOCIAL MEDIA: How can B2B marketers get the most out of blogs?

Blogs are a great way for brands to position themselves as thought leaders and increase their reach, says Lucy Fisher. But don’t just blog for blogging’s sake

The term ‘blog’ was a buzzword in marketing, advertising and communications circles many years ago. However, it’s not a concept that has fallen off the radar, rather one that many business brands have been working on quietly in the background. Now, with a company blog pretty much a must-have accessory for many businesses, how can B2B marketers get the most out of them?

“When the whole social media thing started, writing a blog was a bit of a bandwagon,” says Charlie Thorogood, copywriter at agency Mason Zimbler. “People got a blog but didn’t necessarily know why.” It’s important, then, to ask yourself what you are trying to achieve. Is your company blog purely for promotional purposes, for use as a vehicle for broader industry comment, or both?