We’re witnessing more and more companies having a blog section on their corporate site. Why? Because a blog is a site where one can write and publish any content without having to go through any gatekeepers. This simple fact brings many advantages to businesses.
Many businesses are eager to start. But how many have actually sat down and thought through a blog strategy clearly before launching one?
Through analyzing how several companies have used a blog to their advantage, we have come out with a list of 4 blogging strategies that will give you a better idea of how a blog could help your business.
1. Build Thought Leadership
Building thought leadership requires a business to consistently share its thoughts and opinions regarding the industry. The key here is to be a trusted resource in a particular topic.
Edelman Digital
Edelman Digital, the digital arm of Edelman, has done particularly well in this aspect. Instead of simply stating what they’re capable of, the Digital Team blogs consistently and maintains presence through various social spaces; communicating their strengths more through actions than words. The blog contains insights and opinions regarding the digital horizon (see it for yourself here).
While many digital marketing agencies struggle to even manage their own business social profile (you know who you are), Edelman has shown its potential clients that it practices what it preaches.
Surely, anyone would agree that the team is a competent one.
Quoted from Edelman Digital Blog:
“Sure, we’ve won awards, but what matters most is the trust we’ve won from real people…”
Perfectly said.
2. Corporate Culture
If building thought leadership through a blog is a little too serious for your liking, perhaps this point would suit you better. Portraying a fun and casual culture might work for you. The aim is to reflect an authentic corporate culture to help others understand the company better. The end result is often a better bonding between the client and the business. After all, everyone wants to work with someone who has an attractive personality.
Zappos
No selling! Zappos blogs mainly on its culture. The company often has fun gatherings and hilarious videos featured on its blog. Thanks to the blog, I learnt that the “Brand Marketing, Blogs, and Creative Services teams got together for a team outing at Lake Las Vegas…”
And it sure looks fun!
3. Connecting With Leaders
As a corporation grows bigger, connection and communication between the leader and employees weaken. A blog could be handy in this situation. If you’re a CEO or Regional Manager, be open to share your thoughts and daily movement through a corporate blog. Your employees would certainly appreciate your effort to narrow the power distance gap. The rationale behind this is to build better bonding through sharing.
Marriott International
Bill Marriott, CEO of Marriott International, has used a blog to his advantage. The blog contains content on his current focus, thoughts and whereabouts. I’m pretty sure the blog is well received among the entire Marriott staff.
4. Branding
Certain content attracts a certain group of audience. A blog, if given time, can establish or strengthen a desired brand image.
American Express
The American Express has established the Open Forum, whereby renowned bloggers update the site with content that focuses on business needs and tips. The ideas here are simple. (1) The readers that are attracted to the content fall within American Express’s target audience list. (2) A business-focused content blog reinforces American Express business centric brand image.
For more marketing and social media news and info, connect with us via Twitter and Facebook.
