WOBURN, MA--(Marketwire -02/29/12)- Percussion Software, a leading provider of Web Content Management and Content Marketing software, today announced the results of its latest research surrounding how companies are using technology tools to engage with customers online. The study, titled "The Paradox of Blogging and Content Marketing," focuses on the rise of content marketing as a discipline and the use of blogging as an engagement platform. The research showed that despite Blogs being seen as a core foundation of good content marketing strategy, just 20.5 percent of the more than 800 mid-market technology companies surveyed currently have a corporate blog. Out of that small percentage, just 73.9 percent blog actively and have posted content in some form within the last 30 days.
With the ever increasing emphasis on leveraging content to drive user engagement and ultimately web conversions, this research highlights a tremendous missed opportunity for the majority of companies that still have not invested in blogging as a core foundational element of their content and social marketing initiatives. The Survey complements previous industry research that affirms the benefits of having an effective content marketing strategy in place, with corporate blogs serving as a critical component to connecting and interacting with target audiences perpetually online.
"With the recent explosion of social and mobile -- creating multiple channels of content and communication -- companies have been forced to redefine the way they interact and engage with their customers online," said Aaron Dun, Vice President of Marketing and Strategy, Percussion Software. "Research shows that blogs play a critical role in helping companies create compelling content for engaging constituents, and guiding them into taking action that drives measurable results for the business. The findings uncovered in our research spotlight an enormous opportunity for companies to reframe their content marketing efforts to, first and foremost, include a blog."
Data collected from Percussion's research underscores the opportunity for companies to more effectively connect their blog to corporate websites for optimized content marketing, and to better share and reuse assets across channels:
- The majority of companies are not blogging -- Nearly 80% of those surveyed were not blogging. Others had a blog but were not posting content frequently, resulting in missed opportunities to connect, interact and engage with customers, and ultimately falling short in taking full advantage of the web opportunity.
- WordPress was found to be the platform of choice -- For those companies who do blog, WordPress was found to be the most popular blogging platform. However, because this product is typically separated from corporate websites, it creates a silo effect and hinders cross-platform opportunities. Stand-alone blog platforms create more complexity, limit the ability for marketers to wrap blog posts with site content and cross links, duplicate measurement and analytics efforts and ultimately undermine the effectiveness of the blog as a significant marketing tool.
- Smaller companies are less likely to blog -- Overall, Percussion's study revealed that technology companies with revenues in the $20-25 million range are less likely to blog as compared to companies ranging between $50-100 million in revenue (15.6% vs 25.3%). This could be due to team size, budgets designated for social media, focus of the company, nimbleness, ease of set up, content marketing focus, and unclear expectations regarding ROI.
- Software companies buck the trend -- Within the technology sector, the research found that software companies were far more likely to blog than other sectors ; 42.8% of software companies surveyed currently have a blog.
Getting Started with a Blog
Percussion urges all companies to take action to create and maintain an active conversation between customers and prospects through blogs and other social channels. To get started, the company recommends four simple steps:
- Setting a clear objective for the blog, but get started immediately.
- Enlisting staff across the organization to help. Many blogs flounder because content is driven by just one person.
- Giving yourself a regular column that you contribute to every week, no matter what. Augment with other contributors.
- Connecting the blog to your content management system to reduce complexity and improve content reuse.
To download the full Percussion's Research Report "The Paradox of Blogging and Content Marketing" visit: http://www.percussion.com/resources/available-resources/white-papers/blogging-and-content-marketing
About Percussion Software
Percussion Software's products enable you to take control over your web content management and content marketing strategies to increase traffic, drive revenue, improve engagement, and create compelling online customer experiences. Delivered in a highly usable and affordable product package, hundreds of leading companies, education institutions, and government agencies are using Percussion to lower the costs of their content strategies and gain the flexibility to address "What's Next" on the web. Leading customers include vegas.com, weather.com, AutoTrader.com, Rentokil, Watchguard Technologies, Lancaster Bible College, Sunoco, The Commonwealth of Massachusetts, the City of Corpus Christi, Saba Software, the U.S. General Services Administration, and the U.S. Department of Health & Human Services. To learn more, visit www.percussion.com.