Corporate Blogging: A New Marketing Communication Tools for Companies

A corporate weblog is used by an organization to reach its organizational goals.

Businesses have actually found blogs as a new marketing communication tool for their companies. 3 main and fundamental ideas which come into their minds: Documenting history, Promoting, and Branding.

Documenting history

How do we tell a particular business story to customers and staff, or potential business partners? There is always a story underneath all those blog entries that connect to a company’s dream of achieving something.

Blogging is indeed a way for people to motivate their work team and to document company’s history as it happens.

Promoting

Some business blogs solely provide information on the company’s latest products and services. Companies also use their blogs to handle queries from customers and potential customers.

Explains webmaster Jason Chow, blogging also helps companies market their products and their websites. News in blogs apparently appear faster in search engine results rather than regular HTML (HyperText Markup Language) pages. Blogs have RSS (Really Simple Syndication) to alert readers when there is an update of a new post or product.

Branding

Blogging is also a trend that companies will not be able to ignore as it provides a platform for businesses to interact with potential customers as well as a way for companies to build their brand through knowledge sharing.

XiMnet’s Chin believes that blogging will catch on with the younger entrepreneurs who are bolder and braver.

“I think most of the chief executive officers in Malaysia are very conservative. I don’t think it’s going to happen at that level. But maybe the young entrepreneurs, the mavericks, are going to do that,” says Chin.

“A blog merges your personality and your business vision. It is a very good entry point into who you are, what you do, and what your values are,” he added.

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