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Great post from @TMGmedia correctly defining the work horse of any content marketing - your BLOG.
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Don't Be Fooled, Blogs Rule Influence and Conversion
Social nets form a vibrating membrane of marketing communications. Social nets vibrate and bang off each other like bumper cars. Social signals are the confirming truth of the new SEO and so very important, but when it comes to conversion and sharable influence your BLOG rules. This post from @TMGmedia is very specific and helpful in reminding content marketers that blogging is about money. Social nets are moths to a light, needed and important but you won't be the only moth attracted to that flickering light. Blogs, especially blogs well supported by social media, create distinction and voice. There is only ONE company that sounds like YOU (hopefully that is true even if you have multiple authors writing for you). Resist the corporate tendency to smooth out all the edges and create a zombie voice. Distinct beliefs voiced with strength and confidence promotes shares and relationships. Be a human or accurately voice your company's human character. Remember to share as much as you preach and balance your approach (not all long posts, not all short posts). Do what fits the content and your discovery / message and do so with authenticity and honesty and your tribe will grow.
Note: yes those are Magnetic Poetry Kit words, the cool gift item created by David Kapel the gift company I co-founded brought to market all thos years ago :).M