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What is a corporate blog?
Corporate blogs are weblogs written by companies and enterprises. They can be a separate blog, or can be incorporated in the corporate website.
That’s fine, but why should I have a blog for my company?
Corporate blog is a useful weapon in your marketing arsenal. The main advantage of having a corporate blog is that its content can be updated frequently, even on a daily basis. This helps in the SEO ranking.
Another advantage is that your corporate blog can serve as a platform for you to connect and engage your customers. This is the new way of doing business on the Internet, and can easily be achieved with corporate blogs.
Hmm … Makes sense… Who should write my corporate blog?
Your corporate blog can be written by you, your marketing head, or your employees. But remember that this blog is going to be the platform of communication for you and your customers. So the information and the quality of content will make or break your company’s reputation.
Also the blog content has to be updated frequently. It is not like the website content that you review every 6 months or so. So the person assigned to the blog writing exercise must be able to manage his or her routine tasks as well as writing effectively.
If you, your employees, or the marketing staff are good at writing, and have the required time, they can write the company blog. Else it is safer to outsource the work to a blogger, or hire writer solely for this purpose.
If you want to increase your SEO ranking, you can get the blog ghost-written in your name. (Ghostwriting means that the writer writes the content, but publishes with your name). It is a common practice to get blogs ghostwritten, but make sure the content and voice are as authentic as possible, and should reflect your personality. Also review the content before publishing.
What content can be written in a corporate blog?
Corporate blogs can have the announcements of product launches, software updates, testimonials, behind the scenes action, CSR activities reports, and so on. They can be used as an educating medium for your market. This positions you as the expert in your field.
Basically corporate blogs can include any information that you want to convey to your market, and which can be used to engage them in meaningful conversations.
When should the blog be updated?
Corporate blogs need to be updated quite frequently: at least twice or thrice a week.
Corporate blogs are a great medium to connect you to your customers and inform them about how brilliant your product and services are. But this can backfire if the market report of your product is not as great as you would like. At such times, you have a choice. You can blatantly deny the reports and alienate your customers. Or you can genuinely address their concerns, accept and rectify your mistakes, and gain their trust. Be careful with how you use the blog.
The comments section is an amazing way for your audience to have a conversation and give valuable feedback. But it also opens up an avenue for your competitors and naysayers to sabotage your company. It is important to moderate your comments.
Good corporate blogs to study and follow:
Here is a list of good corporate blogs for your reference:
Lenovo – http://www.lenovoblogs.com/
Lenovo publishes a collection of blogs: each meant for a different purpose. These blogs deal with not only Lenovo products and services, but also behind the scenes action, innovations at the company, and the current hot topics as well.
General Motors – http://fastlane.gmblogs.com/
General Motors’ Fastlane blog captures their product launches, sneak-peeks into upcoming cars and trucks, informs readers about the Auto Shows. They also discuss the process they follow while designing the cars, the choices they make and the reasons for making these choices, and so on. A great way to engage their target audience.
Eventbrite – http://blog.eventbrite.com/
This blog is focuses less on their services. They mainly provide tips and information to their audience regarding better event management. They have awesome guest posts and experienced event managers sharing their knowledge on this blog. This positions Eventbrite as the expert in their field and builds trust and relationships with their readers.
Did I miss something? Do you have any tips to add? Or any doubts? Feel free to share your opinion in the comments below..