Blogging has came a long way. The word blog is actually a combination of two words web log -
and that is exactly what they were in the beginning. Logs, journals, and personal rants published
on the web for all to see.
As companies began entering the blogging arena, they often focused on simple promotional posts
and corporate news - of little interest to the average consumer.
To illustrate how much things have changed, let's take a look at the style and strategy behind
some of the most successful and best corporate blogs.
Here are 5 critical goals that corporate blogging can help you achieve with examples of some of
the most successful corporate blogs.
1. Create a Brand Identity
Naturally a successful blog will help people become familiar with your company name. So can
mailings of business cards, or passing out those free pens with your contact info on them.
The advantage of blogging is you can project an entire image - let people know who you are, not
just what your name is. The variety of topics shown on the front page; the assortment of images
and graphics included; and the design of the blog all come together to create a whole image of
your company.
Example: GE corporate blog projects a progressive, industrial, technological image helping
consumers to see them as more than just home lighting solutions.
2. Increase Your Customer Base
A blog should be designed not only for appeal to your existing customer base, but your potential
customer base. Include news, stories, advice or tips and tricks that will entice a wide variety of
people to read your blog.
Example: Southwest Airlines blog contains more human interest stories provided by their
employees than actual company news. This kind of fun and personal approach can attract
readers who were not previously customers (with the opportunity to win them over).
3. Gather Customer Feedback
Just because it's your blog doesn't mean you have to do all the talking. Encouraging consumer
input - either by comments or guest posts - can be a great way to measure you customer
satisfaction, and collect innovative ideas from those who actually use your products or services.
Example: Friskers bloggers are very interactive with the readers. They are encouraged to
participate and promote - and they do!
4. Establish Authority and Credibility
A corporate blog should talk about more than the corporation. It should talk about the industry,
the uses of the products or services, and the lifestyle (or business) of the costumers. It can
establish that this company belongs in this business; it shows people you know what you are
doing in this business.
Example: Manpower, a company specializing in workforce solutions has several blogs. One of
them is dedicated to employment and workforce law - demonstrating knowledge in a highly
technical area of their specialty.
5. Build a Community
Customers at the local coffee shop, bar, or diner aren't just there because of what is being served
- it's the place to 'hang out'. Blogs that incorporate forums, showcase readers, and encourage
interaction between readers can become an online 'place to hang out'.
Example: Caterpillar has created a highly successful B2B blog through fostering a sense of
community.
These are just a few examples in an ever-expanding list of successful corporate blogging stories.
As one final note, consider that the vast majority success stories are found in the technology
sector.
This is a good indication that one secret to successful corporate blogging lies in a deep
understanding of the diverse capabilities of the blogging technology it self.
Irfan fathoni is a student, activis, at University Islamic State in Yogyakarta, Indonesia. Contact
him to share about blog or lesson. Make enjoy with him..!!