by Mary Kate Smither, VOLLMER Dallas
Developing a blog can be a great asset to any company or organization if implemented and used correctly. For example, a corporate blog can provide a great tool for interacting with customers to discover their feedback and learn about their interests, likes and, yes, even dislikes about your company. A blog allows for open and honest communication on a more personal level that, over time, can foster deeper relationships with target audiences, build a trust bank and lead to development of stronger customer offerings that may positively affect the bottom line.
When deciding whether or not to blog, there are a few key questions to keep in mind. Because blogging is very conversational, are you prepared to step away from a strict corporate persona and use your own voice to engage with your target audiences? Are you willing to write regularly – at least weekly – to keep the blog current and relevant? Are you prepared to accept feedback from both your fans and your critics, and to listen to and respond to these audiences equally? Does your blog offer information and advice that readers can put to use and that cannot be found easily elsewhere? If you can answer yes to these questions while also understanding the goals of your blogging, whether to sell more widgets, interact with customers or just build awareness about your company, then developing a corporate blog can definitely be a good option.
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