Corporate blogging: A new marketing communication tool for companies.

The blogging phenomenon has started to make companies view the potential benefits of corporate blogging. They all agree that blogs achieve a mass media effect through the high level of networking in the blogosphere where in news disseminates very rapidly. The blogosphere (online community of blogs and their writings) has heralded a new communication tool that can influence public opinion of a company.

Corporate Blog Marketing is the science of using standard online communications tools to allow marketers, sales representatives and even C-level executives a medium through which they can connect with their customers. The benefits are highly impactful, vary greatly across campaigns and hinge upon the quality of the blog marketing effort. Nevertheless, each campaign uses a similar list of media sites and tools to generate an open line of communication between company and consumer

Corporate blog makes it easy for readers, be they customers or prospects, to find the latest and most accurate information about its new products and services. It can help achieve customer familiarity with the company products or services. Through the corporate blog, a company can converse directly with customers and prospects. Two-way communication creates trust and builds customer relationships. A corporate blog is the perfect choice for interacting with existing and potential clients. Corporate blogging serves as a channel for a company and its customers to meet on common ground and to know each other more. A corporate blog allows a company to closely track where and under what condition its products or services are being discussed online. Through the corporate blog, a company can keep an ear to the ground to hear what is being said about the company and speaking up when the situation calls for it. A more personal or understated benefit of a corporate blog is that it gives a human face to a perceived faceless and detached business entity. A corporate blog conjures images of people who are passionate about their products or services and are eager to engage customers and prospects.

Here are some benefits of the corporate blog marketing:

Customer relationships and feedback
In every instance, the point of a business blog marketing campaign is to establish a two-way channel for communication between a business and its customers. In doing so, businesses can get feedback on new products and services and also stay in touch with pertinent industry “buzz” and trends.

SEO Benefits
Search engines often index business blog entries and customer forums. If this content is, in turn, keyword-optimized for appropriate industry terms and phrases, it can rank even higher and drive relevant, potential customers to a website.

Coprate Imaging/Branding
Corporate blogs, both through their content and potential visibility in search engines, improve overall brand awareness amongst a companies targeted customer base.

Online Reputation Building
By communication to a potential customer base the finer points of a business’s model, services and strategy, a company can establish itself as an authority in its field. The same blog marketing efforts can also be used in online reputation management as well.

New Product and Service Testing
Such a two-way channel of communication allows for immediate feedback from your customer base on new market ideas and products/services in their fledgling phases.

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