Content Marketing Blog

Fortune 500 shift their attention from blogging to social media

The whole focus of content marketing is about understanding the needs of the consumer and meeting them, but occasionally it’s a good idea to see what the competitions been up to, no matter how big or small they are.

And, there’s nothing bigger than the Fortune 500 – the annual list of America’s largest corporations.

The University of Massachusetts Dartmouth Center for Marketing Research took a look at this year’s list to get some insights into their digital presence.

Blogs and news articles are an effective way of connecting with online consumers and increasing brand awareness, but the study revealed a decline in use of this type of content.

The study revealed only 31 percent of these companies have a ‘public facing’ corporate blog, down from last year’s 34 per cent.

Out of these blogs, 78 per cent are frequently updated, encouraging consumer engagement with a comments section, RSS feeds and subscriptions.

On the other hand, the study revealed a keen interest in social media marketing, with the majority of Fortune 500 companies continuing to invest in social networking sites.

The most popular social platform is the professional networking site LinkedIn, with 97 per cent of these companies making use of the site.

Twitter is also a popular choice, with 83 per cent tweeting within the previous 30 days of the study, up from 77 per cent in 2013.

Of course, the world’s largest social site Facebook is also a popular choice. Around 80 per cent of these companies have a Facebook Page, up from 70 percent a year ago.

Ironically, Facebook (one of the Fortune 500 companies) has the highest number of followers on Twitter, as well as the most followers on its own site.

Other sites such as Google+, Pinterest, Instagram and Foursquare all experienced growth from last year – the only platform that experienced a downward shift was YouTube, dropping 2 per cent.

Social media has the ability to communicate with a massive audience all at once, so the Fortune 500’s interest in these sites is no surprise, but that does not mean blogging isn’t effective.

However, the decline in blogging could, in part, be because a large chunk of the Fortune 500 are parent companies, or work in the mining or utilities sectors, where it is perhaps not as important to reach consumers directly. For most businesses, however, a blog is a highly effective way to reach a broader audience and keep them engaged.

Judging by a report issued by The Content Marketing Institute the number of Australian businesses that have invested in both blogging and social media – 80 per cent and 84 per cent respectively – indicates the majority of Aussie brands believe both are important.

Posted by Dylan Brown


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