Corporate Blog: an effective marketing instrument

According to the Technorati statistics data for 2007, the general number of blogs in the Internet was about 72 million (for comparison: it counted only 8 million in 2005). These figures show the constant growth of popularity of this kind of communication. PR specialists consider corporate blogs (an e-diary of an organization).

Creating corporate blogs is a relatively new tendency in the promotion business. Usually the purposes to start a corporate blog  are very pragmatic: to increase sales, to find additional space for advertisement, to attract more customers, to support company’s image, to communicate with partners and customers.
   
Here is some advice to promote your corporate blog. The content of your blog should be dynamic and interactive. Try to involve readers in discussions, evoke their reaction to posts. One of the ways to make your blog known over the Internet. Analyzing the content from the point of view of your potential reader could help to adjust the format of the blog to the reader’s expectations and needs. Don’t be monotonous: combine different genres like press-release, news, articles, announcements, visuals. Control and censor the information published because the image a company is very fragile and easy to ruin.

The best way to guarantee high quality of the content and visitor’s attention is to hire a specialist to write blog entries. Don’t employ well-known blog users because their writing style is already established and is unlikely to change. Don’t use your blog for direct advertisement only – there are banners, sites, mail etc for it. It’s important to choose the right place to host the blog. There are several possibilities: you can register the corporate blog at the well-known like LiveJournal, or blog sectors at famous portals. But if you want your blog to give an impression of a sound trustworthy web-resource, hold the blog alongside with your company site.

Now some words about blog optimization.After you’ve created a unique content for your corporate blog and organized it into an interesting and logical structure, it’s necessary to publish it in the web. Blog optimization in the search systems is similar to optimization of sites. The software used by the blog should suit search systems’requirements. Choose and install the software so that the URL would be as short as possible. More attention should be paid to key words, tags and meta-tags. Backlinks from similar subject-oriented sites or other blogs could help your blog win higher positions in the search results.
 

PR-TRADE

Other articles