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What is a Company Blog?
Blogs - an abbreviation of 'weblogs' - are published on the web, typically as microsites standing by themselves but today also as parts of traditional web sites. They reflect the interests, thoughts and opinions of the person, sometimes persons, publishing the blog. Blogs are characterized by frequent updates, an informal tone and many links to other blogs and web sites.
A company blog is a blog published by or with the support of an organization to reach that organization's goals. In external communications the potential benefits include strengthened relationships with important target groups and the positioning of the publishing organization (or individuals within it) as industry experts. Internally blogs are generally referred to as tools for collaboration and knowledge management.
A company blog should be a part of the organization's web communication, not a complement.
Why have a Company Blog?
From a business perspective there are several potential reasons to blog. But, as always, it depends on what you want. Blogs are no different from channels like video, print, audio, presentations and so on. They all deliver results - but of varying kind. The kind you can expect from blogs is mainly about stronger relations with important target groups.
Become the Expert
Position yourself and your company as the thought leader of your business.
Customer Relationships
In a forum where your main objective is not to sell, you'll have a more personal relationship between you and your customers. Blogs are a fast way to join the customers' discussions, provide tips and insights or receive feedback.
Media Relations
It's every PR-consultants dream to create a channel where media regularly check what you have to say, instead of media just being passive - sometimes indifferent - recipients of press releases.
Internal Collaboration
Use blogs as a workspace where project members keep each other updated without wasting time writing reports or searching the email inbox.
Knowledge Management
Blogs works in two ways. First of all, they're an easy way for the readers to find information and resources they want or need. Second, blogs are a kind of "university light" for the blogger. Blogging is on-the-job learning.
Recruitment
If you establish your company as a thought leader, people in your business will pay attention. They'll read and discuss what you have to say. Chances are good they will see you as an attractive employer.
Test ideas or products
A blog is informal. It's part of a conversation where people (often) can comment, and the blog can provide you with a measure of value. Publish an idea and see if it generates interest. Does anyone link to you? What do they say?
Rank high in search engines
Well, this has nothing to do with relations, but Google and other search engines rewards sites that are updated often, that link to other sites and most importantly, that has many inbound links. Start a blog at your regular site and your ranking will boost.
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