Launched in the ‘90s as an online diary or journal, blogs have transformed into an essential vehicle for communicating with your audience. Blogs are the focal point of new media as well as an important venue that has become essential to marketing communications efforts. From Twitter to corporate blog sites, each serves its own purpose in further launching companies and products into the limelight.
Blogs have become the new vendor contributed articles in this equation, expressing the same message points through a broader channel. Rather than submitting article after article to various publications in hopes of approval and exposure, companies can be in control of their own communications destiny. Virtually every aspect of corporate culture and product innovation can be shared with your target audience without prior screening from a third party publication.
Blogs allow companies to take some initiative in shaping an image or delivering a message. Whether it is publicizing goals, achievements, market opinions, new products or corporate culture, organizations are able to market themselves directly from their own website through a channel that drives their key messages while establishing them as an expert in their field. Strategically crafted posts can magnify key concepts and events to, not only inform existing customers, but gain the interest of new consumers.
According to a recent study by Socialtext, 64 of the Fortune 500 were blogging as of 11/15/08. These companies use blogs to educate and converse with their audience on products, research, trends and issues within their respective markets; offer an opinion, commentary or company prospective or thought leadership on a certain topic; or provide insight into the inner workings of the company, its history and activities. Everything from how-to’s, company news and educational articles to employee career experiences, tips and advice and product or partnership announcements are discussed in an effort to increasingly educate an organization’s target market, maintain expert positioning and enhance brand image while developing a community that encourages audience interaction and feedback.
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