Does your company operate a blog? Should it?
I think most companies – especially those selling in passion-based markets – should answer “yes.” To see why, simply ask yourself the following questions:
- Has your company created an online community for committed product loyalists – a place that offers customers a voice, but won’t sink to the lowest common denominator that typifies message boards?
- Can your customers talk back to your $10,000 ads?
- Are you spending thousands on ads making one impression of one message instead of a blog delivering dozens of impressions of a dozen messages… every week?
- Is your PR staff leveraging a channel that rapidly disseminates information in an insanely networked world – one that multiplies the reach of your information instead of diminishing it?
- Are you leveraging the CRM tool that actually engages customers (instead of “managing” the relationship via largely cold, impersonal media)?
- When are you going to add humanity and passion to your marketing mix – or how you’d feel about a steady flow of Web traffic so qualified that no search engine can match it?
- Are you ready to handle the occasional challenging customer?
- Can you build a process that truly delivers good content to a blog on a regular basis?
Once you’ve decided your company needs a blog, you’ve got one final question. Do you want a blog that truly engages readers and unites them behind your company’s vision?
Or a schmaltzy, largely disregarded PR effort that delivers tired – interrupt – content through a new (and now largely wasted) media channel?
[tags]business blogging, corporate blog[/tags]