Brand marketers would do well to consider starting a blog or keeping an existing blog current. A new survey indicates the majority of American consumers (62%) wants to see content directly from their favorite brands. Nearly half of respondents (46%) read blogs published about their favorite brands. In addition, 40% of consumers prefer to read content published in a brand/company blog instead of a news magazine or website.
Nearly half (48%) of consumers believe it is important for brands to create content on blogs for reasons including providing consumers with the most up-to-date information, giving consumers a more personal connection with the company, and giving brands a voice. Forty percent of consumers believe there are negative effects if brands do not create content on their blogs.
Before you put all your eggs in the social media basket, you should also note that 52% of consumers prefer to go directly to a company website for content about a brand, while only 25% go to social media.