Corporate Blogging For Dummies®

Introduction

Once a hobby for writers on the Internet, blogging has evolved over the years into a mature strategy with incredible platforms that now support enterprise corporations. Blogging has every element needed to develop a great online presence. Blogging is an exceptional strategy for search engine optimization as well as a solid social media strategy for businesses to safely engage in.

Corporate blogging, however, requires a much different strategy than personal blogs or publication blogs. The objective for a corporate blog is to build a company's online authority by using search engines and by acquiring a positive reputation. Ultimately, this will lead to customer acquisition and improved retention.

Most corporate blogs fail. As Seth Godin states in his book, Linchpin: Are You Indispensable? (Portfolio, 2010), "most corporate blogs suck." If you don't want your corporate blog to fail, you'll need to develop a strategy before you ever publish your first blog post. You'll also need to stick by that strategy and build momentum over time. Your journey won't be easy, but it will be fruitful in the end.

Corporate blogging not only transforms your company's online presence, but it can also transform your company's culture and vision by providing your employees with the spotlight they deserve.

About This Book

Douglas Karr and Chantelle Flannery have developed strategies for, educated, and consulted with more than 200 companies throughout the country on their corporate blogging programs. ...