Interest in corporate blogging appears to be picking up.
While blogging has been around for a decade or more it seems the pace of acceptance on the business side of things is increasing. Executives are blogging to connect with the customer. Marketers are creating business blogs attempting to do the same thing.
The main goal of all the activity is to acquire new customers.
That’s always the goal of any business and blogging is showing positive signs of being able to give companies a low cost way to acquire customers.
You can see here how business blogging works. The basic concept is to gain the interest of an ideal audience of readers, earn their trust and convert them into customers.
It’s a long-term strategy. It’s a strategy that is low on cost, but heavy on resource investment. There are many of businesses that have created blogs and have seen those blogs become dormant.
But there are other companies that have stayed the course and continued the effort to find success with a corporate blog.
Here is one example of a corporate blog to use for your company.
Corporate Blog Example: Evernote
Evernote has been a big story over the last couple years. The company is a note taking service with several features all aimed at allowing people to remember information. You can clip bits from anywhere – video, text, etc. – and have it saved in a single place for reference later. It’s organization on steroids for people, especially business people.
Like any successful company the success starts with a great product and a great team. There is no doubt Evernote is a success because of its business model.
Also interesting is the fact that they have a corporate blog that appears to be very successful.
The blog features new employees giving faces to the business. People like to see the people working within a company. In some ways people purchase from a company based on why they do business even more than what the actual product or service is. It’s not always the case, but it’s a way for a corporation to gain an edge over the competition. The human element is all part of building trust with customers.
Also featured are stories of customers. This is another classic blog format. Companies have long used testimonials and stories in marketing and a blog is the perfect format for sharing these customer stories with potential customers.
It’s one thing to hear about a product from the business. It’s another to hear about it from another person just like the reader. As the reader you feel like the other person is just like you. They’re speaking your language.
Additional formats include tips for prospective customers. Evernote looks at specific tips for specific industries. The tips focus on the Evernote product and how it can help the readers with their day-to-day lives. It’s about saving time and finding convenience, which are areas people are looking for help.
There are also occasional contests and company updates. Evernote really has an all around focus with the blog. It’s a place people can go for help as well as updates from the company.
The blog is a great cog in the machine that is leading to wonderful growth from a young company. It’s a model you can use to build your own corporate blog.
It’s starts with a good product. From there you can use a blog to grow bigger and faster.