Corporations have adopted corporate blogs as a way of humanizing communications. The demands by consumers for organizations to become more personal and transparent have seen organizations launch their own blogs.
The success of the corporate blog:
The common metrics of success is determined by the blog’s search engine results. The connections, conversations, information, discovery, leverage, efficiencies and applications- are some of the factors taken into consideration in determining the returns realized from corporate blogging.
Corporate blogs can be written for customers or for other businesses. The volume of blog comments, number of times posts are shared in different social media, number of blog comments, volumes of subscribers and links to the blog posts- is an indication of the blogs reach, popularity and potential influence. While corporate blogs targeting consumers may result in higher volumes of comments, subscribers and other signs of engagement; corporate blogs targeting businesses in niche industries may attract few subscribers, links, comments and sharing through social media.
The corporate blog should help the organization discover influencers among its audience, once they are discovered, it is important to offer them due to attention by requesting them feedback on customer service’s audits, marketing plans, product testing, exclusive previews and more.
A good corporate blogger:
Successful corporate blogging goes beyond being a prolific writer. It is about creating a connection with the audience by facilitating relevant content and nurturing these relationships with links and comments in order to keep the dialogues flowing. Good corporate blogging entails:
• Understanding the dynamics of blogger relations: It takes effort to realize the economic benefits of corporate blogging. Therefore, developing a blogging strategy is important; the strategy should align with the company’s goal and PR strategy. Second, it is important to post relevant content in order to develop blogger relations. Blogger relations refer to the initiative of starting and sustaining a conversation with your target audience and other bloggers. As the communication progresses, the company gets to know the players in its industry. Furthermore, the company gains credibility by paying attention and commenting. The company will be able to acquire new readers even as the bloggers provide important links to the corporate blog.
• Creating value: The goal of your corporate blogging should be the creation of value. A PR strategy that helps you to feature relevant content will give your customers a reason to keep coming back.
• Responding with comments: Blogging involves dialogue and creating opportunities for interacting with the audience; responding to blogger comments is as important as posting the article. As you focus on the on the commenter, you must be conscious of the other audience. Therefore, the response should be sensitive enough to address the concerns of the commenter while serving the greater picture- so that everyone can benefit from the conversation.
• Growing your target market by facilitating real analysis: You need to monitor the news for articles that are likely to interest your audience. Nevertheless, effective corporate blogging should not concentrate on describing these news/ blogs but rather, should endeavor to provide new, entertaining and informative analysis- to maintain and grow the audience. In addition, your opinion together with experience is likely to improve your credibility enough to foster loyal readership.