• Why corporate business blogs are important to your marketing strategy

    by  • May 5, 2008 • Blogging • 7 Comments

    It is becoming more and more important for corporations – as well as businesses of all sizes – to have a blog in today’s world where so many people own computers. But if your business has put off starting a blog for far too long, here is why you should really be blogging, and how it can be advantageous to your overall business marketing strategy.

    Human face
    You don’t really want people to think of your company as “big box” or “typical corporate America”. And blogging can actually put a human face to your company, since the company now has a voice it can relate to when it reads your blog. When you consider how much money companies put into creating a human face for their business, doing it with a company blog is a relatively inexpensive way to humanize your corporation.

    Controlling the message
    Public Relations tends to want to run far, far away from blogs. But now, more are embracing blogs as a way to control the company’s message and how they release it. You can now have a fireside chat with your company’s CEO in the format of a blog interview, where responses can be monitored. If there is a scandal or other negative publicity surrounding your company, you already have a platform ready to release information that doesn’t involve sending press releases to the media or subjecting your CEO or other employees to a press conference.

    Excitement and anticipation
    Companies can easily use a blog to give hints and tidbits about new product releases or services well before the actual launch so you can get people excited about what you are going to announce before you did it. Since press releases are rarely sent to announce something your company hasn’t done yet, a blog is an easy way to get the word out and build anticipation.

    Fresh content
    Having a blog adds new fresh original content to your site every time the blog is updated. And since this is something many corporate sites struggle with, it means you can add quality content as often as you like.

    Soft selling
    Now, you don’t want to do a hard sell in your company blog, but there is absolutely nothing wrong with soft selling products or services in a blog… in fact, many readers will expect it. Just don’t go overboard with every post being promotional in nature. But it can be a great way to market your products, particularly ones that people might not be as familiar with, whether lower sellers or simply new to the market.

    When you have people subscribed to your company blog, those are all people who will think of your company as a household name or brand everytime you post a new blog entry. And since blogging is such a low-cost marketing strategy compared to paid advertising, you are saving money to place your identity in front of people.

    For all these reasons, corporate blogs are becoming more and more popular for companies. As long as you are approaching your blog in the right way, it can be an invaluable marketing tool. If you are strategizing and getting ready to launch a corporate blog, 20 Best Practices for Launching a Corporate Blog is a must read. And if you already have a company blog, you might find Why Your Company or Corporate Blog is Failing useful.


    Jennifer Slegg is a longtime member of the SEO community and is an expert on social media, content marketing, Google AdSense and search engines.

    7 Responses to Why corporate business blogs are important to your marketing strategy

    1. Pingback: Links Roundup - May 6th 2008

    2. May 6, 2008 at 11:47 am

      Certainly from the point of marketing specifically, control over the brand and the message are critical.

      Here’s a thought: how might we rank Jennifer’s points in terms of importance to businesses?

    3. May 6, 2008 at 12:45 pm

      This is a well organized set of reasons to blog. I had not considered the way that an established blog can be used to counter negative publicity.

      Question: Is it best to run the blog independently and point it to your corporate website or to publish the blog as part of the website?

    4. May 8, 2008 at 1:41 am

      I totally agree with you Jennifer, blog is a very important element that should be considered in any company these days. It should also have kind of priority, people are more and more engaged in social media than before. Comments on Yahoo, Google, or Wal-Mart blogs is a proof on that.
      What do you think?

    5. Pingback: 16 Incredible Conversations about Marketing, Etc. | Word Sell, Inc.

    6. April 2, 2009 at 7:38 pm

      If you include your Blog into your website, especially in the root you will benefit from SEO (Search Engine Optomization) the most.

      I have sites using Blogger, as a subdomain on the URL, and right in the root. They all work but having more content right on your site, with clean URL’S is a huge benefit to any size business.

      This is why large blogging companies and news companies are always indexed so well. e.g. Tech Crunch.

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