We discussed earlier in the week just how the corporate blog scores over social networking sites. We also told you why, despite the widespread promulgation of Facebook, Twitter and their ilk, there’s really no competition with corporate blogging and the latter would continue to work well it its given role. Here are a few more reasons, just in case you weren’t convinced yet.
Blogging improves how you speak to customers
Through your corporate blog, you can gauge how to talk to customers and clients in terms of what a given product means to them. It gives you a chance to communicate with consumers on your corporate blog sans the boardroom management lingo, so don’t fritter that away by posting jargon-laden corporate write-ups. It’s a feedback tool like no other, keeps you grounded, and helps you reconnect with your customer base, and perhaps improve your future marketing communications.
Corporate Blogs help you reach a larger audience
Saying this probably opens us to the argument: if blogs have to reach to audiences through Facebook and Twitter, then why bother blogging in the first place? But we’ll say it anyway: blog content can be easily shared via social networks, RSS feeds and so on. It helps you reach a viral outreach critical mass when it comes to reaching out to readers, and you get improved exposure. In other words, social media augment your corporate blog, but can’t replace it. Tweets and status updates just don’t have the staying power of a full-fledged blog post.
Your Corporate Blog is Owned & Controlled by You
Let’s say you’re the organization in question. The corporate blog belongs to you and you control the message, irrespective of the policies of social sites you have no say in. It’s like renting a home as against having your own pad. The former may be convenient or even desirable, but having your own place gives you greater freedom.
Your Corporate Blog Contributes to Better SEO
Creating a corporate blog also makes sense from the SEO perspective. It’s because having a corporate blog lets the business owners concentrate on creating content keyword-rich content that attract back-links, social sharing and better search engine results. This can be done by strategically placed and written content on your corporate blog like you never can using your Facebook and Twitter accounts.
Is a link magnet
The currency of applause on the cyberspace are ‘likes’, ‘shares’ and ‘diggs’. If your blog has something that readers find worth repeating or quoting, you’re going to get links from all over the place: Facebook likes and shares, diggs on Digg and so on. If you get to be known as a fairly authoritative source on a given subject, you’re also likely to get links from internet forums and discussion boards. Contrast that with you simply updating the status message on your facebook page and getting ‘likes’ for that; not the same.
Your Corporate Blog has Measurable Metrics
As mentioned before, you (or your organization) own the blog. That means that you’re the one who gets notified right away regarding the slightest of activities on your corporate blog. You’re going to know about hits-per-day, which part of the world the visitors are from, how they got there, duration spent visiting your corporate blog and so on. With data and metrics comes the opportunity to make improvements.
So, if the question is being raised about whether corporate blogs are passé because social media has truly arrived, the answer is that the social sites merely compliment the corporate blog, improving outreach. So let the others believe that if they want to. Perhaps they’ll abandon blogging, leaving you and your corporate blog with a lot less competition.