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by Adam Gray | @AGSocialMedia

On the 11th July 2016 we published our first blog, however we didn’t begin programmatic blogging until December 2016 when we started publishing at the rate of about once per week. Over the last 18 months we have gradually ratcheted-up the frequency and to date we have published 374 blogs. THIS is the 374th blog…

In addition to publishing blogs on our corporate site we all publish LinkedIn articles at the rate of at least once per month and we Passle too.

Creating all this content is a major overhead of our time, but it is definitely worth it and it will be worth it for you too.

In Brandwatch (the best social media listening tool there is) we constantly monitor our share of voice. For a long time we have expounded that share of voice is a vanity metric and means nothing…except that this is our share of voice in social selling.

This means that in terms of the number of mentions about social selling and conversations about social selling we are more visible than everyone else in the industry. In fact, as the chart shows, we are significantly more visible than everyone else put together.

I grant you, that this does not mean that our turnover is larger than everyone else in the industry put together (sadly)…yet…but it will be in due course. But what it does mean is that for every one of our competitors that is buying advertising, no matter how large their budget, we are bigger and more visible.

Now, think about how this might work for your company.

Let’s say you have 1000 staff and you can get 200 of them to write short blogs (like this) that just pick up and idea (like this) and discuss it (like this). Let’s assume that you can get each of them to write one of these per month (takes about 15 minutes once you have the idea) and let’s also assume that you get your central marketing function to say to people in the business “this month make sure that you use the following words in your blogs…”

Easy right?

After 1 year you would have 2400 pages of keyword optimised content on the internet all being indexed by Google.

Let’s assume that you also get people to tweet or post on LinkedIn about their articles perhaps half a dozen times per article. That’s nearly 15,000 tweets/posts per year.

Now ask yourself if your existing paid media budget delivers this kind of coverage.

Now consider that what I’m proposing is in fact free.

I’ll leave that with you.

If you would like Digital Leadership Associates to show your organisation how to do what we have done ourselves just get in touch.

People who read this article also read these:

“It’s the meme wot won it”: How social influenced voting as tabloid voices fade

The Truth About Employee Advocacy Programs

Why Go Through the Motions When You Can Be a Leader?

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