The benefits of a corporate blog
With the proliferation of blogging and other forms of social media within the marketing mix, corporate blogs written by marketing and PR firms seem to be taken for granted by those producing and following them. But there are still companies that aren’t blogging and, without the constant reminders of why it is important, they may never start.If you are considering whether or not to create a blog for your company, or you’re not sure what the benefits may be, here are some of the key reasons for getting started:
- Employee engagement. A corporate blog gives everyone within an organization the opportunity to have his or her voice heard. From executive leadership to junior-level staff and even interns, employees allowed to contribute to a company blog are empowered with a sense of value and involvement within the company. To ensure that all content is up to par, don’t forget to vet all employee contributions before the entries go live. Implementing some simple standards for quality control is an easy way to remind employees of what the blog’s goals and what type of content is acceptable.
- Continuing education. To further the last point, a commitment to blogging requires each employee to track important industry issues. This is especially crucial for healthcare marketers, as healthcare reform provides no shortage of talking points. With the evolving landscape of healthcare delivery, ever-changing deadlines and an impending Supreme Court decision, staying up on current events benefits marketers in more ways than just blog fodder.
- Business development. Whether it’s a prospect you know about or one who is thinking about giving you a call, having an up-to-date, intelligent blog can be a real differentiator. Whether your blog is a distinguishing factor among competing firms or an accidental landing place for a web surfer, it has the chance to be a great first or final impression. Always keep potential prospects in mind as a key audience when managing your corporate blog.
- Client service. We often preach the importance of blogging to our clients. What better way to demonstrate the benefits of a corporate blog to one of your toughest customers than to show your own as a perfect example?
As social media continues to become second nature within marketing and in other industries, it’s important not to forget the reasons why it became so vital. As with more traditional tactics such as press releases, white papers and case studies, we can’t let our social media strategy slip through the cracks simply because it has become commonplace.