Content Marketing,

The Best Resources to Ramp Up Your Corporate Blogging Strategies

In preparation for speaking to the SharpMinds group about Corporate Blogging, I’ve pulled together quite a few resources from many sites. I would be remiss if I didn’t publicly thank them. As well, I’m providing a handout to folks with resources and links back to these folks’ websites.

To tell you the truth, in the past I was against corporate blogging as a strategy. In fact, I penned the term clog because that’s usually what happens when you try to be strategic or measured in a blog. It backfires on you. I’ve seen too many great examples of good corporate blogging to be against it anymore. Companies would really be making a mistake if they didn’t leverage this technology into their overall communication plan.

Why have a Corporate Blogging Presence?

Of recent I’m beginning to notice many companies that appreciate what blogging provides their companies and their customers, specifically:

  1. Provides the company and their employees exposure as thought leaders in their industry.
  2. Improves the visibility of the company. In fact, according to some statistics, 87% of some visits to company websites make it there through blogs.
  3. Provides your employees, clients, and prospects with a human face to your company.
  4. It leverages the blogosphere and search engine technologies to improve your company’s findability on the Internet.

How do you Execute:

To execute successfully, there is some great advice out on the net. Here are some examples:

  1. Think about putting together a blog committee that oversees the blogs, the content, pushes participation, and approves blogs for the company.
  2. Encourage your bloggers to read blogs and get their advice from blogs. Marketing and Press Release resources are viewed as impersonal and looked down upon by bloggers – usually because of the spin, insincerity and pre-approved content.
  3. Define a focused topic for your blog, it’s purpose, and your ultimate vision. Communicate these on your blog effectively and figure out how to measure your success.
  4. Humanize your posts and tell the story. Storytelling is the most effective way of educating people on your post’s message. Great storytellers always triumph.
  5. Participate and join your readers. Allow them influence and feedback on your topics and treat them with great respect. Participate in other blogs and link to them. It’s a ‘sphere of influence’ that you must connect to.
  6. Build trust, authority and your personal brand. Respond quickly and effectively. As you build trust, so will your company.
  7. Build momentum. Blogs aren’t about the post, they are about the series of posts. The strongest blogs build reputation and credit by pushing important content regularly.

Here’s my vision for the 3 axis a great blogging strategy encompasses, the Blogging Triangle:

The Blogging Triangle

One trackback commented on the post that design was missing from the overall strategy. When we talk about Corporate Blogging Strategies, I believe that design is very important – but predetermined by Marketing. I would hope that a corporation already has a great web design and presence before diving into blogging. If not, they best add it to the list!

What Risks are there?

In a not-to-recent book club meeting, we asked one of our attendees, an attorney, what the legalities were with regard to employees blogging. He said it was basically the same risk as that employee speaking anywhere else. In fact, most employee handbooks cover the expectations of those employees’ actions. If you don’t have an employee handbook that covers expected behavior of your employees, perhaps you should! (Regardless of blogging).

Here’s a fantastic reference on the DO’s and DON’Ts of blogging from a legal standpoint.

Some additional items to discuss:

  1. How will you deal with criticism, negative confrontations, and commenting? It’s advisable to set expectations up front on how comments will be moderated and accepted on your blog. I would encourage a comment policy for any corporate blog.
  2. How will you ensure brand control? You don’t need your bloggers messing with slogans, logos, or the voice of your brand. Make it hands off.
  3. How will you deal with your bloggers who aren’t productive? Have your bloggers accept a policy before hand where participation is not only mandatory, but that falling behind will cost them exposure. Give ’em the boot! Maintaining a consistent output of topics is key to any blogging strategy.
  4. How will you deal with exposure of intellectual property that is key to the company’s business?

Books to Read on the Topic:

Corporate Blogging Advice and Resources

All of the information that I put together in this post was inspired through one of the many links above or in this list below. There were too many posts referenced to detail out here. I gathered as much information I could and attempted to put it together in a single post that would provide a great overview of several experts’ viewpoints on corporate blogging strategies. I hope the owners of these blogs appreciate it – they deserve all the credit for this post!

I would encourage anyone visiting to spend time at each one of these blogs. They are incredible resources!

Corporate Blogging Examples

This post wouldn’t be complete without providing some Corporate Blogging links. Some are official corporate blogs but I think it’s important to look at unofficial corporate blogs as well. It provides some evidence that if you decide not to blog about your company or brand, someone else might!

Corporate Blogging Search Optimization

Businesses and consumers are researching their next online purchase through the consumption of content and corporate blogs provide that content. That said, there are steps you must take to both optimize your platform (typically WordPress) as well as your content. When you roll out the red carpet to Google, they index your content and extend the reach of your content significantly. Bryant Tutterow has written a series on optimizing your blog – be sure to read through it and call DK New Media if you need assistance.

Please feel free to comment and add your own favorite Corporate Blogging Links!

11 Comments

  1. 1

    thanks for referencing the blogging success study. As one of the two lead authors of the study, it was our intention to help the community with some tips on blogging success.

    • 2

      John,

      It’s a fantastic study. I’ve skimmed through it but can’t wait to dig into it much deeper. You’ve done a great service by providing this! Well done!

      Warmest Regards,
      Doug

  2. 3

    Think about putting together a blog committee that […] approves blogs for the company.

    So basically a corporate blog would be a daily/weekly collection of marketing talk? As you yourself say:

    Marketing and Press Release resources are […] looked down upon […] because of […] pre-approved content.

    I think unless you are prepared to be open and don’t just simply delete negative comments, a company might as well stick to your old web strategy. Just as a strategy to improve search ranking will be uncovered as simply such.

  3. 4

    On second reading my last comment seemed quite negative. That was not the intention. Great post you wrote, Douglas.

    I was just pointing out that a company should see a blog as more than just another marketing instrument. It is a direct channel to the customer, but only if used a) openly and b) as a two-way communication tool.

    • 5

      I didn’t take it negative, Martin. I agree with you… I don’t think a Blog Committee should approve every piece of content – but I do think a committee should take time to ensure the blogs are staying on content, providing tips and feedback, and maintaining momentum.

      I agree – if the blog committee is reviewing, editing, and reviewing content – the blog will lose its credibility and readership overnight. I will be sure to clarify that in my lecture.

      I also agree… if you continuously interject marketing and PR spin as part of your blogging strategy, you may as well just maintain a website!

      Thanks!
      Doug

  4. 6
  5. 8

    I was curious about getting a hard copy or something I could print off of for that study. Interesting for me to bring up this with clients.

    I think one of my bigger clients might build a “clog”

  6. 9
  7. 11

    Corporate blogging as a strategy is a great idea fo rme..

    Instead of using social media to promote the business, we should start building a blog that involves a lot of things like writing articles that get the attention of the public or potential client, the correct choice of headlines and most importantly provide a valuable article content to readers.

    This will help you stay longer in the market and promote your business.

    Cheers,
    Skytech – Blogger from Malaysia

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