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.