Corporate Blogging: A New Marketing Communication Tool For Companies

Corporate Blogging
A New Marketing Communication Tool For Companies

A corporate web log is published and used by an organization to reach its organizational goals. Blogging has caused quite a buzz. From political activists to aspiring novelists, industry pros and avid hobbyists, everyone seems to be starting a blog. Recent articles in Business Week and Forbes demonstrate how even the mainstream media is taking notice of their unprecedented growth and increasing effect on our society.

Companies that employ a well thought out blogging strategy encourage the strongest community goodwill, and that goodwill, in turn, promotes significant marketing and sales gains. It is said that success breeds success. This holds very true for successful blogs. There is chain reaction that begins with a real desire on the part of the blogger to provide value and connect with their audience. The blogger shares useful and engaging content —the latest information, help, discussion topics and ideas. The way the audience responds to that content is key. When customers start commenting, posting or tracking back to a blogging community, it can have a viral effect —spreading out across the blogosphere.

Besides that, companies that harness their customers’ knowledge and ideas find better ways to satisfy their needs and wants, thus facilitating goodwill in the community. For example, it is a common practice in blogging to provide a link back to a thought originator, which is valuable because backlinks are a way that search engines distinguish the order of the editorial rankings. Higher search engine rankings translate into significantly higher web site traffic and more sales leads. Thus, successful blogging breeds success in other marketing and sales initiatives.

On the other hand, leaders can communicate directly with customers, suppliers and investors, as well as employees, helping disseminate and explain strategy. Employees and customers can share their ideas freely in an honest voice brings the blogging companies new connections and generate trust which will lead to business opportunities galore. People are far more likely to give great feedback if they know someone specific is listening. The power of these feedback loops can generate big benefits.

A company can use a blog to learn how to improve or develop new products by communicating more effectively with their customers through the use of corporate blogs. Any company should encourage customer ideas, reward them and learn from their customer’s example. If they do, they will build more successful products which also have ready customers who want to adopt new ideas and products because they have participated in the process of product development. Such a strategy will also have additional Internet marketing benefits in the form of more backlinks and higher search engine rankings, as well as direct traffic from links on many different websites.

Finally, corporate blogging really give many advantages to a company and it is a new marketing communication tool. So, corporate blogging should be implemented in all companies.