A couple weeks ago, Kipp Bodnar, HubSpot’s blog manager, talked to Google’s chief blogger, Karen Wickre about corporate blogging, and the important things companies need to do when taking the plunge into blogging.
Wickre says the most important thing a company new to blogging should do is to get a feel for what’s out there, and consider what they would want their blog to say. A blog could be personal, could be about thought leadership, or could focus on customer service. But find the blog’s voice, and stick with it, she says.
While that’s important, I don’t think it’s the most important thing. In some ways, that issue is going to resolve itself as time goes by.
I believe the most important thing about corporate blogging is that a blog will “establish ground for the company.” Wickre said a good company blog should do all these things:
- Do most posts offer useful or unique information?
- Do they reflect the company’s values and interests?
- Do they demonstrate the people behind the company/products?
Wickre had other good points for corporate bloggers to consider, but for me, this was the biggest. We try to get our clients to see that their blog needs to be more than just a commercial, or a catalog. Yes, you can have those kinds of posts, but you also need to tell your customers about your company. You need to show what you stand for, how you work, why you work. You need to answer questions about your company, your products, and your values. You need to introduce your staff to your customers, and let them develop relationships. (Remember, people buy from people they like. If they like your staff, they’ll like your company, and they’ll buy from you.)
Your corporate blog is more than just a marketing mouthpiece. It’s not a cheap form of sales literature. It’s the window into your company and possibly one of the best ways to communicate with your customers. So find the voice, jump in, and you’ll answer all Wickre’s questions as time goes by.
Photo credit: DannySullivan (Flickr)
About Erik Deckers
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