The need of a Corporate blog

What is a corporate blog?

Corporate blogs are published by companies to confer and share their views with the netizens. Off late, there has been a plethora of corporate blogs on the web, some of which are extremely successful. For sure, this trend has definitely caught up in the blogosphere.

Corporate blogging has its share of detractors too. Many people would opine with the view that corporate blogs are just a PR exercise and only aimed at promotion of the company, creating goodwill and maintaining a good brand image. Few others would feel that these corporate blogs lack transparency and thus do not show the real snapshot of the working in the company.

But a majority of people find corporate blogs helpful in more than just one way. To cite a few reasons;

1. There is a lot of intrinsic information accessible on these blogs which enable us to understand the scene behind the curtains. It adds on to our knowledge about the particular work culture in an organization and the implementation of its policies with other details.
2. There are times when a corporate blog aims at creating a conversation with the readers and helps in initiating a discussion which is beneficial for both the parties involved. These discussions enhance interest and knowledge while explaining their own issues. Google, Twitter, Garmin and Zillow are some of the best examples.

Google’s blog is one of the most read blogs and ranks itself in the Top 50 at Technorati.

1. These blogs often give a company a personality to interact with the readers which is indeed a commendable achievement.
2. Most of the times corporate blogs are ethical because they understand that the stakes involved are too high. Not only does it act as good platform for external marketing to clients and customers, the internal marketing to employees are also well implemented. As a result two things improve by leaps and bounds, employee relations and client relations.
3. Corporate blogs are also aimed at creating awareness about a new product or a service, sustains long lasting relationships with employees and clients, spread word of mouth and thus it tries to create a good business strategy on the whole.
4. It does all good to the stakeholders as well when a corporate blog is able to develop thought leadership and spread the message the company’s board wants to.
5. It has become one of the most important tools for an internet marketing strategy. It integrates it function with website marketing and offline campaigns which further help in increasing the rankings through good search engine visibility.

On the other hand a study ( To download the free report, click here) says that corporate blogs are nothing much but extensions of a company’s marketing efforts. Another study showed that the corporate blogs are the least trusted source of information.

Thus an ideal corporate blog should basically act as a dialogue with its customers. It is necessary to understand the nuances of corporate blogging and know the tips to create a winning corporate blog. As every coin has two sides and so does corporate blogging. For us to better understand a company’s vision, objectives, strategies, activities etc. it is absolutely essential to show the thumbs up to the corporate bloggers. It’s all about unleashing of an idea virus about turning “The Corporation” into a human being. Difficult, but lets give it an honest try.

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