Tickle Digital Marketing: Corporate Blogging - Should You Be Jumping on the Bandwagon?

Over the past decade, blogs have become part of our everyday lives, you're reading this on a blog created for a university module assignment and clearly it is having an impact. New blogs are created everyday, each with increasing views and blog searches, its no wonder that companies have joined the blogosphere.

But why? What's the point?

Google famously announced its withdrawal from China on their corporate blog, instead of a more traditional press release and since then, corporate blogging has grown year on year.

Corporate blogging has created an open platform for industry opinions and topics to be discussed easily with stakeholders. The community created on blogs can have a huge impact on others and become somewhere for shared ideas and opinions without prejudice and without causing alarm.

What can you gain?

Lou Hoffman, CEO of The Hoffman Agency has a valid point in saying that a blog gives a company a face, creates a community and gives the opportunity for an organisation to have a personality. Having an open platform to share and discuss industry issues, news or opinions can be very beneficial. Blogs, similar to a social media marketing strategy, can lead stakeholders toward your corporate website and increase potential customer numbers. Although time consuming, and possibly costly to introduce, blogs can only be a good thing for companies. Unlike a corporate website, a blog is interactive and usually informal (even the corporate ones!) allowing your company to be seen as less of a brand and more of a personality.

And who doesn't want that? Every business has its own personality, and a corporate blog is the best way to share that with the world!

A business blog is the window into your company, your voice and your chance to have a chat with your industry, clients and potential customers too. On top of that, its views and link clicks can be easily analysed and understood using analytic software. There is a paperless trail that measures how your blog is stacking up and knowing what's working and what's not will allow you to focus attention where its needed.