Search Marketing Blog
Corporate Blogging 101: Posts That Matter
Posted by Scott Fish on 07.20.2009
Blogs aren’t just for kids any more.
More and more companies around the world are grabbing hold of the idea that their corporate blog can directly impact their image and enhance their communication with target audiences. The purpose for this blog post is to present a collection of effective corporate blogs, along with an explanation of the different approaches that these companies embrace with regards to the content, purpose, and tone of their blog.
Examples of Outstanding Company Blogs
37signals – This small-business software firm’s blog offers more than just promotion of its products. They, in fact, use their blog, titled “Signal vs. Noise”, as a platform to showcase great ideas pertaining to “getting things done”. Because of this, the creative blog has already surpassed 100,000 RSS subscribers.
Asia Transpacific Journeys – This premier client of EngineWorks is a luxury travel agency that uses the unique approach of posting content created by their tour guides located in countries all around the world. These informative posts are written in the form of “staff postcards“, and offer a very personal view into the the different types of tours that you can book through Asia Transpacific Journeys. Some of the company’s guides have also filled their Flickr accounts with exceptional photos from the many exotic locations available through ATJ, such as Marilyn Downing Staff’s Australia Tour Photos.
Southwest Airlines – The “Nuts About Southwest” blog is one of the best examples of a “playful” blog created by a large corporation. On this blog, you can learn insightful information about the airline industry, tips surrounding customer service from their stewards, watch videos, view photos, and share your travel stories with other Southwest Airlines customers. The company has even recognized that parents (especially mothers) represent their primary blog reader demographic. Therefore, they created “Mommy Patches”, a section of the blog where readers can post their own stories.
Cadillac Notes – A General Motor’s blog focused on the brand, promotion, and culture of Cadillac. Promoting the culture around owning a Cadillac is the primary goal of this blog, which allows users to join the Cadillac Facebook group, submit Cadillac related videos on YouTube, browse through the Flickr group of photos, and see what Cadillac has been ‘tweeting’ lately.
Whole Story – Whole Foods Market has a very interesting blog that they use to promote healthy living and healthy eating throughout communities. It’s a place for recipes , stories about their products that they carry, and reader interest stories in their “Farm to Market” category.
Styles of Company Blogs
The Company Blog
One of the most common types of blogs used by corporations is the Company Blog. The purpose for this type of blog is to be all things related to a company. This can include many aspects of the value and benefits associated with the company’s products or services. However, the ultimate purpose for this type of blog is to reinforce a company’s brand and image. If you’re looking for a simple way for your business to start blogging, you need to consider launching a Company Blog.
A few examples of effective Company Blogs include: Official Google Blog, Official Adobe Blog, Flickr’s Image heavy corporate blog, and Yahoo! Search Blog.
CEO Blog
How many CEOs have time to blog? Evidently, a lot! Plenty of company leaders, especially in the travel and technology industries, have taken it upon themselves to create blogs that highlight their vision for their company, products, and industry. Bill Marriot, the Chairman and CEO of Marriott International, does an excellent job providing insightful travel industry information, corporate and investor guidance information, and drawing attention to special interests on his CEO Blog. Recently Mr. Marriott conveyed the importance of the company’s Health Care Coverage for employees. In addition, he posted a discussion on how the company’s name became the cornerstone of their first hotel built in 1927.
Other examples of CEO Blogs include: Jonathan Schwartz, President & CEO at Sun Microsystems, Mark Cuban, owner of the Dallas Mavericks, and founder of Craigslist, Craig Newmark’s Blog.
Industry Blog
If you’re looking to make a splash in your industry, launching an industry focused blog can build your authority online, and have you be recognized as the prominent resource within your industry. For example, a small “green and sustainability” company called “Sustainable Minds” uses their blog to be the resource for the industry of on-demand green product design and software. This blog is also a great example of “team blogging” – having 19 contributors specializing in all kinds of topics in the industry.
Orbitz’s blog is also another good example of a company that has launched an Industry Blog. On this blog, the travel company discusses industry concerns, specials, and events happening throughout the world.
Department/ Product Blog
Companies that feature specialized product s and services, which can benefit from specialized forums, may consider launching a Departmental?Product Blog. Interestingly, Google is one of the biggest users of product focused blogs, branching-out with blogs featuring many facets of their business, including: a Spanish language focused blog for Webmasters, a Google Student Blog, a YouTube business development blog, and a blog focusing on Google Grants for non-profits. In another example, General Motors recently launched a blog/social media network to promote their new Chevy Volt. Dubbed “Chevrolet Voltage”, and focusing solely on the new electric car, the site promises to be the definitive resource for photos, videos, news releases, and discussions pertaining to the new vehicle.
Don’t Wait!
At EngineWorks, we’re always looking for ways to expand our client’s footprint online. As explained in this post, an exciting way to do achieve this goal is by launching a corporate blog to connect with your audience and reach prospective new customer. If you’re not doing so . . . you can be sure your competition is! Contact us today to learn more!
Internal-External Marketing Alignment Blog » Blog Archive » Focus Friday: Building your muscle at the social media gym 07.24.2009 at 9:54 am
[...] If your company is starting a blog, and you’re wondering how to find a hook that will keep readers coming back, here’s some corporate blogs that are succeeding. [...]
Ted McLaughlan 07.27.2009 at 7:39 am
Great article – we’re getting our own corporate blogging and contributory “corps” underway at Blackstone Technology Group, and will emulate the successes described here.