There are three types of blogs a company can incorporate onto their website to keep their consumers more engaged and informed. Each has their own effect on it’s readers as the information shared is typically quite different. Although the setup and structure is usually the same, it is the writers who differ in creating content for any of the three: corporate, employee, and/or third party blogs. A few reasons to consider adding these blogs include:
The Corporate Blog
The corporate blog is usually written by an executive of the company and represents the voice of the organization. This is different from that of the employee blog. As the corporate blog should be more structured and presentable for when other businesses, organizations, and media outlets look to read about what the company is currently doing and working towards. Sometimes, companies will hire a public relations firm to compose corporate blogs but this job is an easy task for executives who have time to basically sit down and write a briefing about daily, weekly, or monthly advancements and news about the company. Corporate blogs should incorporate and provide opportunity for the public to post comments as well as provide them useful information they can use. The corporate blog also provides opportunity for the company to address issues concerning the company and clear up mistakes or problems the company may have been associated with or have encountered.
Employee Blogs
The employee blog can provide information and perspective coming from the sole of the company, their employees. They can write about their experiences with the company, projects they’re working on or any relevant industry information. Giving a brief synopses of jobs they are working on can enlighten the reader that something big is being developed, a great way to keep anticipation and interest in the company. Employees should get approval about a blog topic and/or content to share before it is written as not all information is meant to be public. The employee blog should consider these methods:
Third Party Blogs
Companies are usually presented with the opportunity to interact with other blogger’s over time. Some blogger’s will also take it upon themselves to compose blogs about the company based off a blog they have read on the website. This adds opportunity for the company to incorporate this blogger into composing pieces about the company that can be hosted on the blogger’s own site or the blogger can write for the company and that material can be added to the company’s site as long as it contains subjected material that is relatable to the products and services of the organization. When this relationship occurs the company should treat the blogger as a journalist, providing them with truthful information, provide some sort of payment to them, and in return also promote their personal blog if it is asked. Often times bloggers ask for links back to their own website in return. Unless this is a competitor, this isn’t necessarily a bad idea. As most things just weigh the pros and cons and value of the blog post before doing so. Third party blogs also present the opportunity for more information about the company to be passed along to more individuals and to be entered on more blogs and search engines.
- To keep key stakeholders informed on company matters
- To share information that others may find interesting
- To present a friendlier presentation with consumers as well as other businesses or organizations
- To add more audience participation and conversation to retain beneficial feedback for the company
- To boost company credibility through employee, executive, or customer testimonials
The Corporate Blog
The corporate blog is usually written by an executive of the company and represents the voice of the organization. This is different from that of the employee blog. As the corporate blog should be more structured and presentable for when other businesses, organizations, and media outlets look to read about what the company is currently doing and working towards. Sometimes, companies will hire a public relations firm to compose corporate blogs but this job is an easy task for executives who have time to basically sit down and write a briefing about daily, weekly, or monthly advancements and news about the company. Corporate blogs should incorporate and provide opportunity for the public to post comments as well as provide them useful information they can use. The corporate blog also provides opportunity for the company to address issues concerning the company and clear up mistakes or problems the company may have been associated with or have encountered.
Employee Blogs
The employee blog can provide information and perspective coming from the sole of the company, their employees. They can write about their experiences with the company, projects they’re working on or any relevant industry information. Giving a brief synopses of jobs they are working on can enlighten the reader that something big is being developed, a great way to keep anticipation and interest in the company. Employees should get approval about a blog topic and/or content to share before it is written as not all information is meant to be public. The employee blog should consider these methods:
- Reply to individuals who post comments in a timely manner no matter if the comment is negative or positive about the material
- Only incorporate links in the blog that are relevant to it
- Make sure to take responsibility for the blog and explain to readers these are not the views of the actual company or its clients
- Make sure work material is original, this can create more buzz and passing of the blog post
- Be transparent with mentioning clients, former employees, and other companies in the blog
Third Party Blogs
Companies are usually presented with the opportunity to interact with other blogger’s over time. Some blogger’s will also take it upon themselves to compose blogs about the company based off a blog they have read on the website. This adds opportunity for the company to incorporate this blogger into composing pieces about the company that can be hosted on the blogger’s own site or the blogger can write for the company and that material can be added to the company’s site as long as it contains subjected material that is relatable to the products and services of the organization. When this relationship occurs the company should treat the blogger as a journalist, providing them with truthful information, provide some sort of payment to them, and in return also promote their personal blog if it is asked. Often times bloggers ask for links back to their own website in return. Unless this is a competitor, this isn’t necessarily a bad idea. As most things just weigh the pros and cons and value of the blog post before doing so. Third party blogs also present the opportunity for more information about the company to be passed along to more individuals and to be entered on more blogs and search engines.
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