The corporate blogosphere is a crowded and misunderstood place. Often an arena for semi-sensible ramblings, the rise in corporate blogging is yet to be met with a tried-and-trusted recipe for success. So, what’s it all about? And how can companies help maximise the value of their blogs?
Corporate blogs help engage your competition
Just ask your nearest and dearest corporate communicators – all of a company’s stakeholders need to be engaged as part of a comprehensive communication strategy. That includes your clients, your investors and, yes, your competitors.
Such is the co-operational mantra of the blogosphere (we all muck in together) that competing firms can engage with – and respond to – each other’s blog topics, without feeling the juvenile pressures of spilling insider secretes (sensitive data aside, of course…). The corporate blogoshpere, if used correctly and collaboratively, can help facilitate an open exchange of ideas between firms – a constantly evolving 365-day forum, which can ultimately improve your sector as a whole…
A good corporate blog can help generate thought leadership
Corporate blogs also provide the ideal chance to set up someone from within your company (usually a director of some sort) as a thought leader – a radical and respected thinker in their field. There’s no secret to becoming a thought leader – the status is gained by people simply thinking that you are one. Your ideas don’t even need to be paradigm-busters, all that’s needed is for enough people to trust your word inherently.
Using the corporate blogosphere, not only do you have a ready-made platform for building someone’s (and thus your company’s) reputation, but an examination of the existing views and practices out there can help your prospective thought leader decide which areas of industry could do with a few changes.
Of course, we aren’t able to tell you which topics are worth writing about in your sector. So hopefully the hints and tips above can help you shape your content in order to generate conversations with clients and competitors. By increasing your social engagement (yes, blogs count as social media) your corporate blog can help boost your firm’s reputation.
Posted by Idealogy
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