While blogging may lag slightly behind Facebook and Twitter, many major corporations are realizing the importance of publishing regular blog entries as part of a full social media marketing plan. 2013 marked the largest increase in the number of Fortune 500 companies blogging since 2008, with 171 companies publishing a corporate blog and 79 percent of corporate blogs showing fresh content. Although a well-written and presented blog requires a fair amount of planning, implementing and upkeep, the rewards are often more substantial and deep-rooted than for other forms of social media.
1. Blogging helps build a definitive brand image. A bringing together of psychology and science, branding adds value to a company by creating a recognizable image of credibility, quality and reliability. Brand image is built over years of marketing expertise, and blogging is a great way to contribute to a feeling of recognition and trust. By adding a personal voice to your company, discussing relevant topics and providing a forum for discussion, blogging allows your audience to get to know you, your values and what you have to say. This voice is invaluable to creating a lasting impression and putting a proverbial face to the name of your company.
2. Blogging shows relevancy. The great thing about blogs are their up-to-the-minute discussion of the latest information, trends and news. While older forms of media such as print magazines and newspapers compiled large amounts of information spanning days or weeks, blogging is a great fit for technical or digital markets where information is evolving at a near-constant rate. By choosing interesting, timely topics, you have the ability to put your company on the cutting edge of technological innovation and market trends.
3. Blogging creates community. Blogs can also be distinguished from older forms of media in that they are live, active communities in which like-minded individuals can share tips and opinions. By encouraging discussion and adding your own two cents when relevant, you’re creating a forum which over time can be seen as a valuable place for industry leaders to look for insight into market trends.
Does your company have a blog? What blogs do you follow? Let us know in the comments!
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