101 Corporate Blogging
A growing number of corporations are turning to blogging as a marketing tool, but many miss the mark. When it comes to corporate blogs, the added value goes only as far as the number of people subscribing to it. The following tips, taken from a variety of industry experts, should help your company stand out in the blogosphere.
Quality content. Getting started, it’s important to understand what makes a good topic of discussion.
“An honest perspective; a fresh point of view (not a recycled observation from the blogosphere); provocative thinking about an issue, trend, or technology; and real news all make good posts,” says Mark Kingdon, a contributor to Clickz.com. “Good posts generate the most links in the blogosphere and drive traffic back to our blog in a wonderful virtuous circle.”
Add a personal touch. Corporate blogging isn’t about sales promotion, it’s about engaging people.
“Customers don’t want to talk to faceless corporations; they want to talk to people,” says the team at WardOnTheWeb.com. “Don’t just write; tell stories from your unique perspective from within the company.”
But don’t get carried away, either.
“Never forget that you represent the company, but censor posts with care to preserve their personal voice,” WardOnTheWeb.com says.
Keep up the Conversation. Blog traffic will only stay at high levels with constant monitoring of new posts.
“Responding to another blogger’s comment can be just as important as the article post itself,” says the minds behind ScoutBlogging.com. “...While you must focus on the conversation with your commenter, you must also be aware of the rest of the audience.”
Filter Content. If you allow employees to contribute to the company blog, maintain some type of editorial policy.
“If you wouldn’t be comfortable sitting around a dinner table discussing the content of your blog posting with your mother, your largest client, your best friend, your boss, and your mentor, then you probably shouldn’t post it,” suggests Kingdon.
WBJ Web Partners
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