CEOs don’t blog.

Why don’t CEOs blog? Oh, a few do. There are actually a handful of CEOs that have their own blogs (see at end) and post regular content; that list is quite small however. A recent survey by Domo and CEO.com found that nearly 70% of CEOs don’t have a presence and basically still “don’t get social media.”

Why this disconnect in the C-Suite? You don’t get to become CEO unless you have some sense about how things work, or at least that’s the conventional wisdom. Social media is one aspect of “how things work” in the 21st century.

There’s a debate going on in social media circles about the efficacy of SEO, SMM, and whether or not content is in fact king. I consider myself in the third camp. I’ve been pushing content across blog platforms for more than a decade. A few others out there have been at it as long as I have, but in Maine at least that tribe is quite small.

Being able to generate relevant content to warrant blogging requires a few things that are important in the overall scheme of things, whether you’re a large, medium, or small company, or a viable nonprofit organization.

Here are a few things that matter and spending some time and resources to nail these down will deliver dividends in the long-run.

Discover Your Story
If you don’t know your story and can’t articulate it in 250 words or less, then don’t expect your customers to know who, or what you are. Make a commitment in 2014 to get your story down cold.

Learn To Tell It
Once you figure out who you are and what it is that you do well, then deciding the best way to articulate it in a compelling manner is your next step.

Tell It Often
There are many ways companies and organizations can tell their story. A blog is a great place with enough space to post relevant, targeted content once or twice every week. Facebook and Twitter are fine for some things, but sometimes it takes 500 words (or more) to get your point across. Aim for posts in the 250-500 word range at first. Also, use your blog as a way to interact and engage with your customers..

In addition to having a blog, you can broadcast content via an eNewsletter, produce broadsheets, and of course, use it to populate your Facebook page and your Twitter account.

Don’t Fear The Video
Not only are companies not developing compelling stories and relevant content, they don’t know the power of video to take their marketing to an entirely new level. Are you using video and a video channel like YouTube or Vimeo? If not, why not?

Embracing social media and utilizing various platforms to broadcast your story in a compelling and genuine manner is a great way to connect with your customers.

Here are three CEOs who blog:

Mark Cuban/Blog Maverick

George Colony/The Counterintuitive CEO

Craig Newmark/craigconnects