Corporate Blogging

From Million Dollar Wiki
Jump to: navigation, search

Corporate Blogging Strategies

Why have a Corporate Blogging Presence?

  1. Provides the company and their employees exposure as thought leaders in their industry.
  2. Improves the visibility of the company. In fact, according to some statistics, 87% of some visits to company websites make it there through blogs.
  3. Provides your employees, clients, and prospects with a human face to your company.
  4. It leverages the blogosphere and search engine technologies to improve your company’s findability on the Internet.

How do I Execute a Successful Corporate Blogging Strategy?

  1. Think about putting together a blog committee that oversees the blogs, the content, pushes participation, and approves blogs for the company.
  2. Encourage your bloggers to read blogs and get their advice from blogs. Marketing and Press Release resources are viewed as impersonal and looked down upon by bloggers - usually because of the spin, insincerity and pre- approved content.
  3. Define a focused topic for your blog, it’s purpose, and your ultimate vision. Communicate these on your blog effectively and figure out how to measure your success.
  4. Humanize your posts and tell the story. Storytelling is the most effective way of educating people on your post’s message. Great storytellers always triumph.
  5. Participate and join your readers. Allow them influence and feedback on your topics and treat them with great respect. Participate in other blogs and link to them. It’s a ’sphere of influence’ that you must connect to.
  6. Build trust, authority and your personal brand. Respond quickly and effectively. As you build trust, so will your company.
  7. Build momentum. Blogs aren’t about the post, they are about the series of posts. The strongest blogs build reputation and credit by pushing important content regularly.

What are the risks involved with Corporate Blogging?

We asked one of our attorneys what the legalities were with regard to employees blogging. He said it was basically the same risk as that employee speaking anywhere else. In fact, most employee handbooks cover the expectations of those employees’ actions. If you don’t have an employee handbook that covers expected behavior of your employees, perhaps you should! (Regardless of blogging).

By the way... we're not attorneys so don't take our legal advice.

Some additional items to discuss:

  1. How will you deal with criticism, negative confrontations, and commenting? It’s advisable to set expectations up front on how comments will be moderated and accepted on your blog. I would encourage a comment policy for any corporate blog.
  2. How will you ensure brand control? You don’t need your bloggers messing with slogans, logos, or the voice of your brand. Make it hands off.
  3. How will you deal with your bloggers who aren’t productive? Have your bloggers accept a policy before hand where participation is not only mandatory, but that falling behind will cost them exposure. Give ‘em the boot! Maintaining a consistent output of topics is key to any blogging strategy.
  4. How will you deal with exposure of intellectual property that is key to the company’s business?

Corporate Blogging Books

Naked conversations.jpg
About this image

Corporate Blogging Articles at The Marketing Technology Blog

Corporate Blogging Online Resources

Corporate Blogging Seminars

Corporate Blogging Software and Solution Providers

Corporate Blogging Examples

About the Corporate Blogging Page

Page owned and operated by Douglas A. Karr, The Marketing Technology Blog

See my other pages: Email Marketing and Web Analytics