Here is my top 10 list on the fly of some of the positives of corporate blogging:
- It gives a CEO something to do when they're stuck in an airport
- It gives your customers' and prospects' CEOs something to read when they're stuck in an airport. If they get really inspired (which they may), you may even see a few comments from them on your blog. I recommend making comments about people's moms - that really breaks the ice.
- Employees know that their CEO is not just drinking cocktails in the business lounge when they're stuck in an airport.
- It allows you to post content about your company that doesn't make a lot of sense but contains many links and keywords that will drive traffic to your site.
- It makes the CEO look a lot smarter then they actually may be as they can post the odd insightful comment (depending on how long the airport delay is).
- It gives marketers something (else) to do and can make them look really good.
- It's cheaper then Google AdWords. I think we all have given enough to Google!
- It's fun and different! It heightens the online experience for boring company websites. Instead of seeing these same top level web nav. buttons for B2B sites: about us, products, case studies, customers, resource, and contact us pages, you can put a real voice behind your company. Mix in podcasts and video blogs and you've got yourself a multi-media party! You can show everyone that you are different from your competition and that being stuck in an airport can be the greatest thing ever!
- Show me the $$$$!! Lets face it, it all comes down to the bling bling, ching ching. Blogs lead to further awareness about your company, which leads to people hitting your site, opting in to either email or RSS updates and eventually becoming your customer. You need to get into a conversation with them and blogging can help you get things started as it provides an interactive medium.
- I almost forgot this one. Besides the CEO, blogs give the Joe Schmo in your organization a voice as well. Jimmy in Development and Tammy in Support can be given the chance to either blog on the corporate blog, get their own corporate blog (Microsoft does this), or leave comments on other people's blogs. Are you sick of only reading articles about what a VP has to say? I know I am. Blogs let the rest of us "take back the night". Hey, if you don't let the little people blog on the corpoarte site, we're going to find a way to do it ourselves. With a corporate blog, you can moderate it and put some policies around it. It also allows companies to keep their ears to the ground so that they can listen to what their employees have to say as well as their customers (the actual users and not just the people that sign the cheques).
Until next time,