- The story links to an on-domain blog post from the company, citing it as the source of the news
- The story references the news as coming from a company blog post but, for some reason, doesn’t link to it
- The story references the news as coming from the company but doesn’t specify whether that means a blog post, an email press release or carrier pigeon
The first is great, at least as far as we think about corporate content publishing programs. The corporate blog – the “hub” in the “hub and spoke” model we evangelize – has become a source for media and other interested parties to get their news from. It has done what it needs to do and while there may be separate press outreach to add context, the blog is often the source of the news.
The second shows an odd evolution in online media. Namely, that it’s adopting many of the virtues and traits that were once evinced by legacy media. In this case specifically we’re talking about “not linking out.” 10+ years ago one of the key differentiators between old and new media was in the approach to linking. The first and second generation of blog publishers understood that links were indeed love and that linking to someone else’s post or story didn’t detract from their own, it added to it. It was a way of substantiating your own point of view, by linking to supporting points or to a post you disagreed with. But slowly those blogs became fiefdoms of their own, many being bought up by bigger media companies. And the focus shifted from making sure people got the best information and went to the original source to linking to archives, topic pages and so on. So the link went not to a source elsewhere but to all that site’s previous coverage of the company so additional page views could be gathered.
The third is actually (despite the obvious diatribe I just went on) the bigger point that I want to make: That companies are often not just missing pitches but not even steeping up to the plate. By which I mean they either don’t have a corporate blog of their own or aren’t utilizing it to get the full value from it.
“Own your news” is a frequently-repeated phrase as we advise clients that once you have the production workflow in place the incremental costs of each post are minimal. In other words, publishing nine posts a week doesn’t cost much, if any, more than publishing five posts a week. So put it all up on the corporate blog, letting it serve as a complete archive of news and announcements. This creates an archive both for on-domain and general search and easily allows for resurfacing of news later on in connection with something else.
The recent study of corporate social media usage among Inc 500 companies by The Center for Marketing Research at the University of Massachusetts Dartmouth showed blog adoption had dropped from 2013’s 52% – its three year peak – to just 46%, only slightly above 2012’s 44%. That almost has to mean that not only did few, if any companies start new blogs but some who had been running them shut them down. And I have to wonder how many of those who shut them down never really fully committed to the idea to begin with, always acting with one foot fully and the other foot mostly out of the pool.
Tactics usually only work when they’re fully executed, which only comes when everyone is on board. Watching corporate blogging take a hit like this is disappointing since I truly believe it makes the most sense in the evolving media world. There are multiple ways to execute the idea, but having an owned on-domain source for all corporate news is the only long-term hedge to place against the managed networks that will fall in and out of fashion, often faster than a company and its publishing program can keep up.