Why A Company Blog Is A Really Strong Online Business Tool

Considering the impressive increase of blogging over recent years

, it was inevitable that businesses would understand the potential of blogging as a marketing communications medium and get into the act eventually.

Business blogs are divided into two different types - the internal blog and also the external one - each has its own objective.

Years ago corporations were forced to publish normal circulars to inform workers about company news and developments these days it can be achieved through an internal business blog which communicates with staff in close to real time and which provides them with a ready method of giving their opinions.

External corporate blogs are used to get in touch with anyone outside the business who are interested in its success - by keeping them informed of company information, advancement, new service introductions and so on.

While the corporate blog is a effective tool, a lot of companies don't utilize it effectively due to the fact they don't understand the potential and have started their blogs only in order that they aren't looked at as being out of date. These businesses make blogs with no long-term goal or focus, either for the staff or outside stakeholder. Because of this, the end result is sometimes the reverse of what they expected it to be.

A blog having no recognizable goal will create the belief among the readers that those who publish it - the business' management - likewise have no certain purpose.

Also because a blog is an interactive channel - readers should be able to submit their remarks on what they have read so that others can discuss their views and experiences. Not delivering material that stimulates the discussion will leave the corporate blog limp and without life.

However an internal corporate blog done properly, can be a huge morale enhancer by enabling employees to communicate their viewpoint and therefore giving them a sense of being actively involved with the running of their company. Providing workers with current up to date information in the corporate blog enables the management to get important employees comments on numerous issues in an casual manner and modify their guidelines accordingly, if required.

External corporate sites are a chance for the organization to inform anyone outside it about the fresh happenings and products which are making news and once again, given that audience feedback is usually part of these kinds of blogs, useful information in the form of marketplace viewpoint to new policies and products can be had for next to practically nothing. Much like the internal blog giving users the opportunity to associate with the management, which can produce customer loyalty.

by: John McPherson.

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