Corporate Blogging
Corporate blogging is where CEO’s, industry experts, politicians and ‘C-Level execs’ meet on-line with industry and political stakeholders, and customers and the public. There is debate in leading economic forums and journals about the implications of blogging for industry heavyweights, but the effectiveness of corporate blogging as a form of indirect or viral marketing – marketing that perpetuates itself based on user or customer interest – seems little in doubt.
Functionally, corporate blogging allows companies, governments and others to gain feedback and a strong impression of their reputation among members of the public or a customer base, without the overheads in terms of the time and organization required for email marketing and Web based surveys. Commercially, it builds credibility and strengthens brand confidence because of the candid, close-quarters style of communication and ease of response. Blogging enables a business executive or advertiser to exchange letters with many respondents simultaneously, giving their on-line correspondents confidence and building brand loyalty.
Corporate blogs are part of the Web 2.0 revolution that puts consumers in close contact with each other and with key executive members of commercial concerns, and industry commentators alike. Criticism and questioning are encouraged and largely unavoidable, but so are all kinds of other enquiries. There is nothing like helping someone out first hand with a query or issue to demonstrate a commitment to service.
The openness of blogging provides excellent opportunities for effective responses that build customer loyalty and enhance credibility. Some leading industry commentators, and journalists and analysts from several fields, have built unprecedented brand loyalty following through corporate blogging. The Huffington Post is journalist and presenter Arianna Huffington’s news blog. It has become the biggest and fastest moving blog of its kind in the world. Paul Lyons, CEO of Wiliam client CFO Ambition, has built enormous familiarity and loyalty with CFOs in the finance industry through his personalised blog aimed at discussing the issues that are relevant to his readership – with his readership.
Corporate blogging offers unprecedented opportunities for significant, rapid, cost-effective results as an alternative to more conventional marketing campaigns, and specifically for boosting of brand loyalty and increasing credibility with one’s existing and potential customer base. Wiliam has the experience, marketing and analysis capabilities, and technology know how, to make corporate blogging work for clients from all commercial backgrounds.
