With the sudden rise and increasing importance of blogging as a communication tool, business owners have already started using it to market their products. Such types of blogs, created by corporate houses, which are used for the purpose of promotion of business, are called as corporate blogs. As Wikipedia states “A blog published and used by an organization to reach its organizational goals. The advantage of blogs is that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads.”
All about corporate blogging depends on the promotion of products, services or expertise in the area in which a company specializes in. Corporate blogs are also used for improving public relations and also for communicating effectively with employees, customers and shareholders.
There are a number of key ingredients that go in for creating a successful corporate blog. A blog’s success majorly depends on its contents. But there are number of other blocks that support the content layer. Altogether, they help to determine the blog’s focus and its effectiveness. Such supporting blocks are called as building blocks or layers. Irrespective of the size of the business, there are a few layers which hold importance in all the cases. Let’s see what these layers are and their importance in determining the success of a corporate blog.
Layer 1 – Philosophy Layer
All about corporate blogging‘s basic foundations include the principles of blogging which includes, openness, two-way communication, passion, writing with an authentic tone, authority and personality. These basic rules apply for business as well as personal blogs. A business organization intending to establish a corporate blog should carefully examine these factors. If the company culture does not allow the application of these factors, then the corporation may not be able to use blog to its full potential. Instead, the organization should look out for other online marketing media which follows the company’s policies and principles. You cannot modify the essence of blogging. Either you amend your business rules, or you look for something different. Do not use blogging for the sake of using it as corporate blogging. Use it only if you can reap its full benefits.
Layer 2 – Technical Layer
As the name implies, this layer deal with the technicality of All about corporate blogging. The blogging software that is to be used for corporate blogging forms an important part of technical layer. Another important part is that how the blog is incorporated with the business website. It can either be integrated within the main business website or it can be set up as an entirely different entity. The IT requirements of the company and hosting structure required also forms an important part.
The blogging platform which is selected should help the company to establish its intended business goal and objectives, which it wishes to achieve through corporate blogging. Not only it should cover the initial requirements, but should also support the future needs as the company develops. The blogging platform is expected to give full back up as the company and blog starts establishing themselves.
The technical layer also takes into consideration about the technical aspects of Search Engine Optimization. Just for example, the blogging software should allow the page level customization of blogs elements such as title tags, meta tags etc.
Layer 3 – Business Layer
The most important decisions in the preparation phase relates to the overall business requirements of the blog and how it will be used by the company. Every business blog has a desired focus and the goals that it wishes to achieve. The goals can take different forms depending on whether the blog is internal (a blog for a business project or a team) or external (the one used for branding, customer service or product development).
There are 3 key questions which are needed to be answered at the start of the entire process:
- What are the aims/goals of your blog? What do you want the blog to be used for?
- Who is your target/intended audience?
- What you want to want to achieve with your blog?
The answers to these simple questions will effectively focus on the most appropriate person who should write the blog, how often to add posts, how it should be marketed to have the deepest impact and how it will affect the other departments of the company. All of the elements form the business layer.
Layer 4 – Blog Interface and Graphic Layer
This layer refers to the graphics and the interface section of the corporate blogs. The layout of corporate blogging should be consistent with the business requirements of the blog. The best way is to make use of available space to promote the elements which indirectly supports in achieving business goals.
For example, if your business requirements demand your blog to get more and more subscribers, then the RSS and email subscription areas will hold the most importance. If there are special offers or notifications that help you get closer to your business goals, then it should be highlighted within the layout and the design of your website. The interface and the graphic design of your blog should help you achieve your desired target.
Layer 5 – Content Layer
The most crucial part of all about corporate blogging is its content. People come to read a blog because of its content. This is the most important layer as this layer turns your “passer-by” readers into loyal recurring readers. However, the effectiveness of your blog content majorly depends on how other layers support and interact with this layer. A corporate blog may have excellent content, but may fail to get readers because of its design.
Corporate blogging content needs to be built on the basis of the business layer. However, many business houses solely focus on this layer only. They are either unaware of other layers or tend to ignore them. Unless and until you give a considerable amount importance to other layers, your content is a waste.
One important, yet highly overlooked part is the specific use of content elements such as title tags, meta tags, blog tags, of which should be provided in the technical layer.
The success of all about corporate blogging is possible only if all the other layers work in sync with each other. A blog using a standard template rather than organization’s branding will be less effective, similar to a blog which makes leaving comments difficult. A blog which reads like a sales brochure is doomed to fail as is the blog which is targeted to the wrong audience. Keep such things in mind, and make sure your layers support each other during the entire corporate blogging journey.
If you are looking for a step by step process to start your own blogging, you can visit our Beginners-guide-to-blogging to reach near targeted visitors. Please feel free to leave any comment you have in your mind.