Why a company blog?
Blog. A four-letter word that is a more obvious proof of globalization than McDonald’s or Coca-Cola. These four letters generate 1.7 billion results on a Google search. Blogging is both trendy and important, an invention that changed the way information is spread over the Internet, and that allows anyone to express themselves and communicate freely in this virtual world. The things one can find on blogs are diverse and vary from public interest news to website launches or competitions. There is no information that cannot be posted on a blog and offered to the whole world.
Although blogs started out as online journals for a few enthusiasts, they became, over time, an interesting idea for companies as well. They managed to provide a solution to a complicated problem, offering a direct and permanent communication channel with anyone interested. A company blog can humanize a company, helping it become more than a name or a just a portfolio. There’s no lie here, no marketing or PR strategy. A company is way more than what a corporate website can describe. A company is represented by people, who have personal opinions, who are skilled in certain domains, who have fun and put a lot of passion in their work.
Another important aspect of a company blog is the fact that it can make the company appealing for future employees, or at least it can give the applicant a more accurate description of the company, than a simple job ad can. Wouldn’t it be great if you could see your future colleagues and find out what they write on the company blog before you go to an interview?
How should a company blog look like?
To be successful and gain credibility, a company blog must be honest and the posts need to be written with pleasure. The readers should be treated as an extremely exigent public, who recognizes any type of manipulation and doesn’t like meaningless articles.
The company blog has a very important role in shaping the image of the company in the eyes of potential clients / partners / employees. A blog post is as important as a press release. Although the blog is friendlier than any other form of standard corporate communication, it should be treated with the same level of seriousness and professionalism.
Visually speaking, a blog should respect the main characteristics of the corporate identity. A default Wordpress theme is not enough. Even if a blog is by definition content-oriented, one can’t ignore the graphical part, mainly because it can enhance the look and feel of the blog.
How can one measure the success of a company blog?
Bloggers measure their success by topuri, trafic, linkuri către ei, money from ads or how many times they got featured in the media.
A company blog can be considered successful if it adds value to the company’s image or helps defining an unknown or misunderstood brand. The number of visitors is not as important as their quality, their relevance to the company.
Blogs are certainly a revolution in the way we communicate and reach out to other people, a revolution accepted and understood by more and more companies. It’s about time to have more well written, honest, corporate blogs.
Happy blogging!
la 12:48 pm
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