Why should companies blog?

Isn’t blogging for 40 year old political malcontents living in their parent’s basement? Not at all. Smart companies are using blogging as the glue to bring their internet content together and drive their social media outposts. Late last year, I wrote…

“Here’s the real payback, however, and the real reason why these corporations do it: HubSpot says that companies that blog get 55% more visitors, have 97% more inbound links, and 434% more indexed pages [which are valuable from a search perspective]. Better yet, customers who are engaged by a corporate blog and social media spend 30% more than their disconnected counterparts, according to MarketingSavant Dana VanDen Heuvel…” Source: Why a company must have a blog… | e1evation, llc

For those who are skeptical, read on…

“With tens of millions of blogs online today, major corporations have started to recognize the value of a corporate blog for communicating with customers. However, corporate blogging is far different than the more traditional blogging that most of us encounter on a daily basis. Corporate blogging brings its own unique set of challenges and opportunities that must be considered and addressed by the company in order for its users to have a positive experience.

…Probably the most significant reason for companies to manage a corporate blog is the communication benefits it can provide. As a higher percentage of the population uses the Internet for researching and buying products and services, companies can often benefit from having a more direct line of communication with customers and potential customers.” Source: Corporate Blog Design: Trends And Examples – Smashing Magazine

According to the source, the five reasons why companies should blog are:

  • Communication with customers and the public
  • Demonstration of corporate responsibility
  • Reputation management
  • Promotion of products and services
  • Provide executives and/or employees the chance to communicate openly

To this I would also add…

  • Search engine optimization
  • Public promotion

If you want to read more, go to the source. In the meantime, I’m going to post a couple of examples of great corporate blogs to illustrate these points. Here they are in no particular order…

GM…

The GM Fastlane Blog is a great example of corporate blogging because GM has clearly realized that regurgitating press releases is not what blogs are made for. GM talks a lot on their blog about their cars and trucks and the design choices they make while creating them, but they also throw in interesting treatises on current hot-button issues, such as alternative energy.” Source: 15 Companies That Really Get Corporate Blogging

Social media maven Dell…

“Though Dell’s corporate blog rarely strays from Dell-centric news, the company posts with a great conversational voice, often breaks news on their blog (which keeps people coming back), and listens and responds to customers. Dell also posts regularly (1-2 posts per day at least) which keeps content fresh and encourages repeat visits.” Source: 15 Companies That Really Get Corporate Blogging

Lenovo

“The great collection of blogs from computer maker Lenovo demonstrate that the company really understands blogging. Lenovo intersperses posts about its product line with musings about business, design, life, and technology. Definitely don’t miss the Design Matters blog, which should be a must-read for any designer.” Source: 15 Companies That Really Get Corporate Blogging

Amazon Web Services…

“What could be more dreary than commoditized data processing and storage services? While that might sound boring, the AWS Blog does a great job of highlighting cool things that are done on top of Amazon Web Services. Lately they’ve put up posts about how AWS are being used by the New York Times to provide online access to 150 years of archives and by the little ShareThis widget that you’ve probably seen on hundreds of thousands of blogs around the web. Lots of charts, graphs and other fun stuff for nerds on this blog.” Source: Nine Company Blogs That Are Fun For Anyone to Read

And the list goes on. imho, smart companies will use this tool as part of what I call a ‘Perry Como’ approach to PR [you know “accentuate the positive, eliminate the negative, latch on the affirmative, and don’t mess with Mr. Inbetween]. Looking for more? I suggest the Alltop list of corporate blogs

Questions? Feedback? Leave a comment, call or contact me so we can discuss how this applies to your business…

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