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Corporate Blogging: A NeW MarKEting COMmunicaTIon TOol For companiES
A corporate weblog is published and used by an organization to reach its organizational goals. An external blog is a publicly available weblog where company employees, teams, or spokespersons share their views. It also allows a window to the company culture and is often treated more informally than traditional press releases. Nowadays due to the competitive environment, companies are struggle for customer share and need to shore up their corporate message in any way they can to survival. Corporate blogging is another useful communications and marketing channel. It has the opportunity to reach thousands of interested people without large advertising budget, yet can significantly strengthen company’s client- customer relationship.
Many businesses, large and small, are setting up corporate blogging or business blogs due to some of these BENEFITS of corporate blogging as below:
1. Corporate blogs are a way to disseminate important and timely information to your visitors and customers about your company, before that information is sent out by someone and more directly than using a press release alone.
2. Blogs offer benefits over other social mediums of connecting with a target audience due to the fact that over post and comment approvals are in the hands of the company.
3. A corporate blog allows the company to be officially represented by an authority individual, for instance CEO, other executive.
4. Blogs are a natural networking tool, allowing a company and its owner to network with others in their industry. Furthermore, Blogs are usually updated fairly often. Through a search engine, a well optimized blog can help to draw in additional search engine traffic that might be interested in what the company has to offer.
Since there is lots of benefit on corporate blogging, here are some effective tips on how to start a blog:
 a. Identify your target audience. In other words, who do you expect to be reading your blog? And, whoever that may be, be sure to write in a way that identifies with them.
b. Research your competitors. Do they have a blog? What are they writing about? What is their tone?
c. Establish an Editorial calendar. Make sure your editorial calendar is up to date with ideas for the blog for the next two months out. This will ensure adequate and timely posts without having to stress out at the last minute.
d. Use Wordpress. It’s very easy to install and manage. Plus, there are a ton of plugins you can install to make life easier for you.
e. Optimize the blog. Make it convenient for your readers to subscribe via bookmark and email to a friend. This will help your content travel across the internet with no real effort on your part.
f. Participate. Join social networks (MyBlogLog, Facebook, etc.) and use services like Twitter. This will help gain more readership to your blog.
g. Be transparent. Don’t fake it till’ you make it. Be real and speak with an authentic voice. You will build credibility and establish trust with your readers.
h. Respond to comments. Blogs are meant for conversations. Be sure to respond to most if not all comments left on the blog.
i. Build Community. Focus on growing and nurturing the community first, then monetize.
j. Monetize. This should be done after the blog has been established with a sizable community. You can monetize with Google Adsense or join a publishing network, etc.
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