What Factors Decide Your Corporate Blogging Success?
What Factors Decide Your Corporate Blogging Success?
Most companies keep the blog looks similar to company’s business. It is very essential that the blog designers for corporate world maintain a strict guideline keep their blogs looking professional. All the important parameters like font, color, template, brand image, sections of the blog are maintained to generate an output with corporate look and feel. The guidelines for corporate blog design depend on the following factors.
Font: The type of font chosen for corporate blog should be formal. The font of a company blog should be easily and quickly readable. Text formatting attribute like bold, italic, underline can be use at proper places.
Color: Color of font and background should be contrasting. In many corporate blogs, the font color is kept black and background chosen is white. Examples are Adobe blog, Nokia Conversation blog, GM FastLane blog etc.
Template: Corporate blog templates are kept simple to bring a professional look. Product pictures get highlighted in simple template design.
Branding: Some company blogs like Google official blog and General Motors ‘FastLane’ blog contain company logos on top of the blog page. They clearly support the idea of promoting company’s brand image through corporate blogging. Review of a new product launch through blog post creates a brand identity for that product.
Sections: Corporate blogs can have sections like most popular posts, recent posts, user comments, navigation menus are kept on top of the blog page. CEO’s interview can be placed on top bottom of the page. Each section should be distinctly visible and placed in the proper position of the page. Links to other important sites should be placed in an important section.
A designing and running a successful blog, these points should be properly followed to match with the purpose with which you made your corporate blog site. All the design standards followed in this blog should make the blog simple to view, read, navigate and respond. That is the key for corporate blogging success.
Steve Saha a designer by profession specializing in website, blogs, minisite, banners, ecovers and flash designs. He has created hundreds of minisites for his clients all over the world. You can find more details of his work and articles at http://www.ecoverexpert.com/
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Corporate blogging is now another opportunity for the organization to create buzz and strong following of customers. It is another marketing strategy that will be most effective if the following guidelines are applied:
(1) Pick the most precise and specific subject
The choice of a specific subject that will be posted on a corporate blog has an important role to play in the impact it will have upon readers. The topic in discussion must be written out of true inspiration. There must be passion centered around this topic. Attention from the targeted audience will be captured if you are focusing only on the rules and regulations of the Uniform Customs and Practice Guidelines when you are discussing about Export Trade and Letters of Credit documentations. Staying focussed on a specific subject brings good results. The targeted audience will be enthusiastic about the knowledge. They will be thus connected to your blog.
(2) Speak your voice
The culture of blogging requires a unique voice from the blogger. It is no different for a corporate blogger. Obviously, much more consideration has to be given to areas such as what to write, how to write and how much to write. Corporate blogging needs a little more attention if the blog is to be well-balanced in terms of blogging culture. You can be personal in approach, but there has got to be professionalism in it too. There must be a balance in the area of content too. Content may be passionate and opinionated, but there must be a right proportion of facts and of research if there is an intention to blend these into the main content of the corporate blog. Speaking your voice requires sincerity and transparency. Expand on the topic with passionate authority. Make the reading for the readers pleasant, light, and easy behind a conversational voice.
(3) Encourage the participation of readers
It is wise to involve the readers in the materials on the corporate blog through their participation by giving feedback and comments. This is to facilitate interaction and involvement that are vital to the life of the blog. All feedback and comments should be strongly encouraged and should not be taken negatively. These will be challenging especially for the future developments of the corporate blog. The corporate blog needs to be proactive and learn willingly.
(4) Get identification for the blog
The corporate blog must have an identity of its own. The direction that is adopted for the corporate blog must be decided. The kind of content to be released on the blog has to be confirmed. That said, the blog must be presented as an appealing and interesting package. The best method to get good results will be by making use of links. Links are what matter in terms of blog visibility and traffic. For the good of corporate blogging, put up the name of the blog by inserting links within the blog to reach other bloggers. No links, no gain. This is the reality in the blogging world.
(5) Provide good presentation and content with frequency
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(6) Be thrilled while blogging
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Blogging is the new phenomenon in communication. The corporate world has to engage corporate blogging to pursue its marketing dreams. Blogging on a corporate level takes on a new dimension with a unique voice and style. Let it be fun.
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What Do You Mean Corporate Blogging
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A 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.
If a corporate blog can fit your company culture, selecting the individual or employee who will write your blog is doubtless to say the most important decision. An ideal corporate blogger is one who is an expert in his field. You can also go to www.your-own-blog.com. He should also write with passion and sincerity. The object of your blog is to engage your customers and prospects in conversation and the most effective way to start a conversation is to be sincere and honest in your blog while writing about topics that are important to your company. He should have good writing skills. More importantly, he should be one who is respected by his peers and reacts calmly to outbursts. Blogging is an intense medium. The individuals who will blog for your company should be the ones who can keep their cool despite critical comments. Most likely, the ideal individual is not your CEO.
In corporate blogging, goals or missions are of prime importance. For a blog to yield value, it has to be created with specific goals in mind. Some of these goals may be to increase company credibility, enhance customer service and interaction, and give customers a peek of the behind the scenes of the corporate culture, showcase new products or services and more. The important thing is to be clear about your goals. You have to be sure about what you are trying to get done and stick to them. As with any corporate undertaking, you also need to periodically evaluate how well you are meeting these goals. If blogging is proving to be futile, then make changes. If it still does not work, then discontinue blogging.
Do take time to know your customers or prospects. Find out what your audience care about, what they are interested in. You have to identify what their needs are and what service you can perform for them. To get their attention, work out a way to participate in a conversation credibly. To be credible, come up with worthwhile content ideas, insights, news and information. Content need not be long but should be interesting. Corporate blogs should not veer away from its chosen categories or topics. This is not to say you cannot be personal in your blog posts because you should, but the audiences you are trying to connect with do not want to read through your blog if it is injected with a litany of personal rumblings.
As for what not to do, do not close down existing employee blogs. More often than not, an employee is already writing a blog. You can also go to www.bloggers-guide-to-profit.com. It might be full of grievances about the recent spate of oil increases or it could be snapshots of a relaxing vacation in the Maldives. Maybe this employee is singing praises of the companys new product. Why not engage this employee blogger in a dialogue about what your corporate blog aims to achieve. Do not wait for a crisis to break out before creating a corporate blog. It takes time to see potential results of blogging. Do not keep your corporate bloggers anonymous or hidden behind some make-believe characters. The audience will know and it will have detrimental effects
Lastly, a blog is not a miracle cure. It will not single handedly turn your distressed company around. Corporate blogging should be incorporated with other marketing and communication tools to achieve desired results.
For more useful tips & hints, please browse for more information at our website: –
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www.bloggers-guide-to-profit.com
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