Frank Reed at Marketing Pilgrim shares some interesting information about shared media and blogs and how small businesses are using them in their overall marketing campaigns. He mentions in the article that the marketing methods most likely to be siloed are social media, blogs and microblogs.
You may be wondering what is meant by “siloed”. It simply means that you are utilizing the method but it isn’t integrated into your other marketing programs. In other words, it’s out there “on its own”.
Frank’s most interesting sentence in the article is this one:
My theory is that it I just a matter of TMI. When anyone has too much of anything it becomes difficult to manage. When it comes to data social media activities like Twitter, Facebook and blogs generate so much information that it can bury even the most seasoned marketer.
But if you look at the chart, blogs rank the highest of the marketing methods for “currently run as siloed”. The question that begs to be asked here is, “Why?” Why are small businesses using a blog that is detached from their other marketing campaigns?
I think I know the reason. It’s because they don’t really know how a blog should fit in to their overall marketing plans. Chances are, the marketing department isn’t even responsible for the blog. Someone in the company thought a blog was necessary, but they didn’t want their marketing department involved so they hired a third-party blogging service to write the blog while the marketing department does its own thing.
Does this describe you? If it does, leave me a comment and let me know why your blog is siloed. What kind of results is it getting?