Your own digital communications center is the virtual image of your company. Everything leads back to it, and ultimately all accounts on social networks should point to it. This is where the majority of your company's editorial content is located. All content published on other platforms, in accordance with the requirements of the respective platform, is coordinated with and for this platform. This own platform is located on your own web space. You have control and house rules.
For search engine optimization reasons alone, it makes twitter data sense to produce current, growing, relevant content on your own topics and terms. But more than ever, what makes people happy makes Google happy too. This means that content must be both formally easy to understand (“readable” is not enough as a description, because we should think in multimedia terms) and really interesting in terms of content for the relevant recipients. This also means that self-promotion is out. The more valuable the content, the higher the relevance and thus the visibility you achieve with it.
Your company needs a blog – but it doesn’t have to be called that
What you call the editorial section on your website, whether it's "blog" or "magazine", whether you start small with a "news" section or whether you set up a newsroom that combines many different forms and media: that depends on many factors.
In my experience, many people have a one-sided idea of the term "blog", meaning a diary or a personal expression of opinion. "Magazine" or "online magazine" works better both when arguing with management and within the company, because most people can imagine what that means.
The success of your editorial strategy within the larger content strategy depends on the concept, content and implementation.
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