Corporate Blogging
What is a blog?
Blogs or weblogs are websites where people post their thoughts, stories and ideas daily or frequently in an easy to read format. Single posts (entries) appear in chronological order on the site and can often also be found through categories, tags or search functionality.
The software and technology used for blogging has a very easy to learn user interface which enables users to get started within minutes. The most commonly used packages are MovableType (commercial software) and WordPress (open source).
There are many different kinds of blogs but most of them share a number of social features that ultimately make a website a weblog:
- Personal touch & tone: unlike most forms of journalism, blogs do convey the author's point of view in a very personal manner
- Networking & Dialog: commenting on other blogs and cross-linking, visiting blogs and leaving trails back to one's own blog are important parts of the blogosphere. Often a comment is commented on and thus starts a discussion.
- Layout & Technology: the chronological order gives blogs a certain touch that makes them stand out and differentiate. Technology supports usability of blogs through RSS feeds (automated feed of content) or trackbacks.
As a result, blogs build better credibility and gain more attention while maintenance is made rather simple. This suggests that blogs can be well utilized for corporate needs.
What makes a blog a corporate blog?
Blogging can be used as to support strategic marketing (do the right things) as well as serve as a tactical tool (do things right):
- Brand building tool
- Communication medium
- Sales tool
A corporate blog can be created to serve various needs, not only (strategic) marketing, for example:
- Internal blog collaboration tool
- Product/ customer support
- Issues/ thought leadership blog
- “Executive” blog
- HR blog
As one can see, there are many reasons to create a corporate blog and many different goals and targets to be met. In this blog, we will post many examples, how-tos, not-to-dos and other ideas that help you to either start blogging or to improve your current endeavors.
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