On September 17th, 2008 wrote on the subject of Blogging,Organic Search Marketing,Social Media.

Corporate Blogging – What’s The Point?.

Corporate blogs have become far more commonplace over the past few years as companies begin to realise their importance in the marketing mix and how valuable they can be as a communications channel. Some of my favourite business efforts include,

Kodak – I love this effort as it doesn’t focus on cameras, but what it’s target audience is interested in, the photography.

Innocent Drinks – Kind of wacky and crazy, just the kind of thing you would expect from the company really! It does a good job of keeping things interesting and engaging the audience.

Southwest Airlines – A really nice showcase for the company, great design, interesting content and does a good job of passing company news while keeping things light-hearted.

ASOS – A good example of what can be done with an ecommerce site. It does a good job of focusing on products, but also scatters in industry news.

BBC – Obviously the huge manpower at their disposal and being able to tap some the finest journalistic minds gives the BBC an unfair advantage, but their blog network is among one of the best online.

Marriott – A self-confessed technophobe Bill Marriott proves that it’s never too late to start blogging. Not only that but the resulting blog is an extremely useful communications channel.

Waitrose – A great example of what can be achieved when a not so traditional web company takes blogging seriously.

I deliberately left out examples of tech and web based companies to prove that it can be done well for traditionally non-web based companies.

Okay, so what is the point?

Audience engagement – Blogs are a great way of engaging your audience with topics that you wouldn’t normally cover on the main section of your site. You can keep company news and conversation clearly defined from the ‘corporate’ sections of the site while at the same time offering your audience more in-depth information should it be required.

Information gathering – Blogs can be used to gather opinions, get product feedback, collect email addresses and collect RSS feed subscribers. Over time a growing audience is a valuable commodity in itself.

Communications channel – Corporate blogs have been used as an instant communications channel between retailer and customer. Product information, manuals, corrections, notifications and recalls can be made available instantly.

Content creation – An increased number of pages of your site will generally increase the amount of content leads to an increase in the number of search engine visitors. With clearly defined calls to action this should lead to an increase in sales.

Social media – Blog are a great way of opening up the marketing power of social media sites. Visitors can easily submit posts to sites like Digg and Stumbleupon, this directly leads to an increased number of visitors, links and the visibility of your site as a whole. Active blogs generally encourage more incoming links from other sites, so can be a great way of supplementing a link building strategy.

Things to remember….

  • Get started using a simple blogging script like WordPress. It’s pretty much the industry standard, it’s easy to use, and best of all it’s free.
  • Keep the blog on your commercial domain. You’ll get little benefit from using a hosted blog or a seperate domain altogether. The idea is to get additional visitors to your commercial site. blog.company.com or company.com/blog is ideal.
  • Define a writing policy. Be clear who your audience is and what will interest them. Also be clear on exactly how much information you’re going to make public.
  • The writing style is important. Traditionally visitors expect a less corporate and more conversational writing style. The use of humour can work well. Ideally your posts should be short and punchy.
  • Avoid over promotion. It’s fine to link to your products and services from within your posts, but visitors won’t come just to read a rehashed product catalogue.
  • Keep things fresh. Your blog should be regularly updated, sharing writing amongst your staff is the ideal solution, outsourcing the writing is another, though is no substitute for your staff knowledge and expertise, staff participation should be encouraged.
  • What do I write? Traditional topic areas are company news, staff news, product news, industry discussion and thoughts, how to’s and resource lists. Ideally the more diverse the topic areas, the easier you’ll find things to write about and the bigger the potential audience.

10 comments on Corporate Blogging – What’s The Point?

  1. Archie says:

    well writen, informative, interesting post.

  2. Couple of good examples there I hadn’t come across before – nice one.

  3. Davelaw00 says:

    Great breakdown! It’s interesting to see which corporations are actually involved in blogging and the value that it is adding to them. I find the BBC Internet Blog particularly good. Also RealFresh.tv did a great rundown on which FTSE 100 companies are blogging etc.

  4. Tom says:

    Great post. Thanks for including Kodak in your list. You are right in your assessment – it’s about the photography for us. We are just coming off using social media to activate our Olympic efforts in Beijing. It went great. There were plenty of other sites to cover medal tallies and country standings we were happy to add our perspective to the mix. Thanks for checking out our efforts. Cheers, tom

  5. Michele says:

    Excellent post Matt!

    What I find even more interesting is how quickly the Kodak folks found this post and left a comment. They are truly embracing this concept of corporate blogging and are taking it to its logical next step – Brand Communications & Reputation Management.

    Their comment and your post should serve as a reminder that corporate, as well as personal blogging alone is not the complete answer. Engaging with other bloggers will help spread your message as well as get more people familiar with both your blog and your brand.

    Well done to you both – Matt and Tom. And thank you for the reminder to adjust my list of priorities with my own sites.

  6. Matt says:

    Thanks for the comments guys.

    @Michelle – You are of course 100% correct, blogging isn’t just an introspective form of marketing, a huge proportion of it involves forming relationships with other bloggers and reacting to brand mentions and industry news away from the walled garden that is your own site. I guess it shows the power of a blog in comparison to the more traditional side of website publishing.

  7. Blog About Crafts says:

    Actively Reacting As A Marketing Strategy…

    While many of us spend a great deal of time seeking ways to advertise our websites and businesses, how much time is spent actively reacting to what others are saying about us?

    Some time ago I was subcontracted to do some marketing research for a com…

  8. Jay says:


    I think it’s no accident that these corporations that have blogs are also viewed as being more open and friendly businesses offline as well as online. I’ve been evangelizing the benefits of blogging for my small business readers, and your article gives a great example that if larger companies are realizing a benefit, the smaller businesses can, too.

    Thanks for confirming what I suspected all along!

  9. […] Matt, over at Digital Dial has a great article that touches on this. His article titled “Corporate Blogging – What’s the Point?” is a great illustration on how larger corporations are embracing blogs as a means to […]

  10. zuri says:

    Interesting and well-written. I agree to everything that has been said here especially the tips.Blogging is one of the most effective way of communicating to our customers as well as our prospects. It gives the company information regarding certain issues raised by the customers that needs to be addressed especially those issues or questions that cant be answered by simple reading the pages of your websites.

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