Corporate Blogging During a Recession by zhouwenjuan


									              Corporate Blogging During a Recession
Why A Comprehensive Blogging Strategy During Challenging Economic Times is
         Essential to Your Company’s Demand Generation Efforts

Chris Baggott
Compendium Blogware
Corporate blogging during a recession isn’t a social proposition; it’s an economic
one. During a financial downturn, marketing budgets are streamlined, fear is a
driving force in the work place, and innovation too often takes a backseat to “tried
and true” customer acquisition tactics. But succumbing to the fear of the
unknown can be a dangerous road to travel. Especially when developing an
effective corporate blogging strategy is a lucrative means of increasing your
company’s demand generation through organic search. Consumer spending
might be slowing, but Internet search is alive and well. And now is the perfect
time for your voice to be heard above the din – without breaking your company’s

The Organic Search Difference

        Savvy online marketers have largely embraced PPC (pay-per-click) as a
part of their demand generation arsenal. But according to Enquisite’s Richard
Zwicky, organic search results in a 5.66 times higher conversion opportunity
than that of paid search (source:
make-45x-what-seos-do-for-the-same-value). The ultimate driver of organic search is
unique, accessible, and high-quality content. And the easiest, most cost-effective
way to create that content is through corporate blogging.

        Sound complex? It’s not. Think of it this way – budgeting belts may be
tightening, marketing dollars might be stretched, but everyone is still using the
internet to search. From finding the best deals on the latest technological
gadgets to locating the closest authentic Italian restaurant, online search is
approximately 80% of all web activity. In fact, the 2008 Pew Internet Project
statistics indicate that internet search is one of the most frequently executed daily
online activities – second only to email, and steadily outpacing news and weather
checks (source:
popular-daily-online-activity/ ).

        As William Flaiz of Search Engine Watch so eloquently notes, “People
don’t go to web sites anymore. Web sites come to them. This is, perhaps, the
best way to explain the impact of search on the online experience.” It’s time to
stop trying to drive customers to your site, and instead, meet them where they
already are – on Google (or Yahoo, or any other preferred search engine). Your
customers are no longer necessarily focused on memorizing your name, your
brand, or your website address. Instead, they’re interested in locating exactly
what they need in as little time as possible. With a strategic corporate blogging
strategy, you can ensure that when your customers are looking, it’s your solution
they find.

                                                        2 | Blogging During a Recession
The Link Between Blogs and Organic Search

         Marketing guru, Seth Godin, very succinctly outlined the ubiquity of search
marketing in a 2007 post titled, “Permission, Junk and Spam.” The general
premise of Godin’s observation was that consumers were becoming less patient
with interruption marketing and much more interested in embracing marketers
that met them online with relevant products and services as the result of a pro-
active search. In Godin’s own words, “Junk turns into spam when you show up at
my doorstep, when your noise intercepts my quiet.” (source: Organic search is
dependent upon consumers taking action (i.e., conducting an online search). A
solid blogging strategy ensures that the content (and consequently, the product
or service) a consumer is seeking is available and waiting for them when they
type those high-impact keywords into Google.

        This permission marketing dynamic means corporate blogging is the most
effective way to fully leverage the power of organic search. Because organic
search results are heavily dependent on the amount and frequency of content
updates as well as the number of relevant keywords in your blog content,
blogging is the perfect medium to increase your company’s results. Ultimately,
SEO (search engine optimization) success is primarily a content-driven strategy.
By identifying the keywords and phrases that drive your business – and
incorporating them appropriately into blog titles and blog content – your search
engine success begins. Multiply those efforts with frequent content updates, and
you’re on your way to winning the most important organic searches that will help
you meet the most interested consumers – precisely when they’re looking for the
product or service you’re offering.

       Empowering your employees to share ideas, stories, and best practices
via a blogging medium not only humanizes your company and makes it instantly
more accessible and customer-friendly, it also ensures content about your
company does not become stagnant. Because of resource limitations and
monetary considerations, even the most well-crafted website is not conducive to
continual content updates. Blogging, however, is the perfect medium for
transmitting fresh, new company information. While competitors may strive for
monthly website updates in order to be indexed by search engines, blogging
gives you the forum to be indexed multiple times per day. More frequent indexing
means higher organic search engine results.

      In addition, the financial investment required to develop and execute a
corporate blogging strategy is minimal in comparison to alternative demand
generation tactics. With paid search rates skyrocketing to an all-time high, an
investment in blogging as an organic search strategy will ultimately render a
much higher ROI – with a much more palatable capital outlay.

                                                       3 | Blogging During a Recession
Incorporating Blogs Into Your Existing Resources

       But who’s going to blog? And what are they going to blog about? The
beauty of blogging is that your resources already exist. Your bloggers are your
employees – the heart and soul of your organization. They’re the ones with their
finger on the pulse of your day-to-day activities. They’re the insiders your
customers want to connect with. By employing a multi-blog strategy within your
organization, you position yourself to target specific keyword phrases over and
       Employees’ daily experiences in the corporate trenches supply endless
amounts of blog content. The beauty of blogging is that posts don’t have to be
long, or research-based, or heavily annotated. They just have to be real. They
have to be relevant. And they have to tell your company story. It’s okay for your
employees to talk about the same subject – as long as the story differs a bit from
person to person. Blogging lets everyone tell a unique tale – and by increasing
your keyword frequency with numerous blogs, you position yourself to win even
more search engine rankings.

       Search – at it’s most basic level – is dependent on content. Corporate
blogging encourages your employees to talk in detail about your company’s
products, services, and solutions. Ultimately, your prospective consumers are
interested in having their needs met quickly and effectively. Encouraging your
employees to blog with descriptive, passionate, thorough content means your
prospective customers instantly gain a more well-rounded view of your
company’s products and services. Bloggers who focus on relating customer
service success stories also appeal to prospects who are looking for solutions.
Having detailed information about your company at their fingertips encourages
your online searchers to engage in a deeper, more meaningful conversation with

Meeting Your Customers Where They Are (aka Acquiring New Business

       Let’s be honest – when you take off your marketing hat to play the
consumer, you want to do business with a company that makes life a little bit
easier for you. If you’re looking for the best deal on a high-end, single-serve
espresso machine, you don’t want to have to scroll through pages of 12-cup
coffee makers to find what you need.

      The lure of the internet exists in the knowledge that whatever we’re
searching for is right at our fingertips. We’re a global society that’s grown
accustomed to having our needs instantly gratified with relevant, timely, highly-

                                                     4 | Blogging During a Recession
specific products and services. And the beauty of blogging is that it gives you a
forum to meet your customers right where they are – online.

        Richard Edelman of Edelman Public Relations asserts, “Employee
bloggers are five times more credible than C-level bloggers.” Why? Because
employees are generally more knowledgeable about your daily corporate
activities, are more in tune with your products and services, and are more
empathetic to your prospective customers. Building that level of trust through
open and honest blogging encourages your prospects to engage with you and to
ultimately become a loyal customer. It’s time to allow the most lucrative tool in
your marketing repository – your employees – help you acquire new online
business by sharing the company information they know and understand best.

Embracing the Promise of a Solid Corporate Blogging Strategy

       During times of financial disquiet, it’s crucial to adapt to the changing
climate while still providing first-class customer service and accessibility.
Corporate blogging during a recession presents a unique opportunity for
increased demand generation and customer acquisition through organic search
results. While competitors are walking on eggshells and trying to merely survive
the current economic challenges, it’s time for you to reach out to your prospective
customers with honesty, integrity, and information. Building solid consumer
relationships begins with a conversation, and business blogging is the first
sentence of that critical engagement.

       Explore the intricacies of organic search with Compendium Blogware’s
corporate blogging solution. The possibilities are endless – and you can’t afford
to miss them.

      For more information about the benefits of corporate blogging, please
contact us at

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