Corporate blogging has become incredibly popular in the business to business (B2B) sector. Industries that were once thought inhospitable to blogs, these tools are not only popping up but are making a profound difference in marketing, relationship cultivation and client interaction. Yet too often, the full potential isn’t realized. Corporate blogs either don’t deliver on expectations or, worse, are left to suffer a quiet, lonely death. When this happens, of course, blogs themselves are blamed, with little consideration given to the fact that execution (rather than platform) was flawed.
Corporate blogging gives individuals located throughout various points in the world to connect and discuss a variety of issues within their organization. Furthermore, blogging allows individuals to connect with one another in a more personal setting than an email or memorandum.
Furthermore, its disadvantages include that to make a corporate blog successful, you have to spend some time with it. A 200-word post every week doesn’t give your target audience much reason to visit, let alone come back. Also, Blogging by committee is a bad idea. There has to be one person up front, serving as the editor-in-chief. Your lead blogger will write and edit posts, identify topics, and manage the environment.
References:
1. http://technorati.com/business/gurus/article/five-reasons-why-corporate-blogs-fail/#ixzz0kT99bJwh
2. http://www.debbieweil.com/book/
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