In our previous post, I gave you five good reasons why you need a corporate blog, more or less from the point of view of online reputation management. Yet, here are five other reasons for a corporate blog from a marketing perspective:
1. Your corporate blog is where the showcase of thought leadership is vital in your marketing strategy
From the point of view of a customer, you prefer to buy a product or a service from a professional. When you call for a plumber, you expect the person to know what he is doing, otherwise he would not be able to help you unclog the kitchen sink.
It’s the same thing for whatever sector or line of work you are in. Just like how you would read reviews on a plumbing service before you call them, your clients will read your works before being able to ascertain whether you are good or lousy at what you do.
A corporate blog will allow you to show off to your clients not only what you or your products can do, but also your thoughts about what your company does in general.
Suppose you do not have a blog. You will be losing out to a competitor that does have one.
A corporate blog is one of the major channels you should add to your marketing mix.
2. Your corporate blog is you make the link between your products and services and the environment and context they are being used
The mistake often made by marketeers, more than by public relations professionals, is the inability to situate the product or service in the larger environment of the customer or the sector.
A corporate blog is not where you talk about how your product is. Suppose you are a seller of tyres and wheels. Your corporate blog is not another place where you extol the excellent qualities of your tyres. You need to place yourself in the shoes of your clients: what kinds of tyres are most suitable for my usage? What differences do climate and road conditions make? Do these guys know the types of terrains in my country?
Apart from that, impress your clients with where you think the future lies in terms of your sector. Showcase protoypes of your future products. Talk about where we will be in the near future. Keep your customer excited.
3. Your corporate blog helps drive traffic to your corporate site
I am a proponent of corporate blogs sharing the same domain name as the corporate website.
It will create more traffic to your official website, in conjunction with a good use of social media.
There should also be more internal links between your corporate blog, your company website and your webshop etc, so that clients have more than several entry points to get to know you better or to make a purchase or enquiry.
4. Your corporate blog is somewhere you can portray your organisation’s human side through CSR activities
More and more clients prefer to work with a company with social conscience.
Your company should not only focus on making money, but also making a difference in the society it functions in, for the betterment of that society.
Your blog not only provides a platform to profile your organisation for the good things it is doing, but also is a great place to attract similarly minded future employees, which is linked to our next point.
5. Your corporate blog is where you show you care for your staff members
More and more, people do not want to work for corporate slave drivers.
A good HR policy is one that keeps a company or organisation together, prevents and punishes infighting and politicking, puts in place rules and regulations that promotes equality, fairness and hard work, as well as helping staffers develop their career and personal interests to be better versions of themselves for the company, their families and our society.
A corporate blog is precisely a place where a company can market what it has done to ensure all of these goals are met. Your ability of elaborate on your HR policy is something that attracts jobseekers but also your clients, the media, public officials and society at large. It is therefore a vital pillar of your marcom outreach.
These are five good reasons why you need a corporate blog as part of your marketing strategy. If you think there are more reasons, feel free to comment below or send me an email.
If not, please look at other of my Eureka Moments. If you are interested in why I think all communications is about the selling of an idea, here’s another read.
Eureka Moments are not so much moments of sudden realisation or enlightenment like Archimedes. They are moments while I am in my commute when I get to reflect on things that someone mentioned to me, things that I am confronted with, things that I or others have sought a solution for. They are more ‘oh I get it’ rather than ‘I have discovered it’.