Corporate blogs—Web pages
that serve as publicly accessible journals with
short, frequently updated chronological posts—are
the new black. They offer direct communication with
your clients at low implementation costs—but they’re
not right for every firm. Use these key principles
to ensure that your blog becomes an asset, not a
Make your goals clear. A
blog is a highly visible marketing and
communications initiative. Before starting, build an
action plan based on clear goals—to drive revenue,
support clients or create a forum for discussion and
information. Focusing on what you want to convey
will help dictate the content of your Web site.
Determine metrics for success.
If you’ve got resources tied up in
your blog, you better know whether it’s doing what
it’s supposed to. After setting goals, decide how
you will measure success. By traffic? By the level
of involvement of a certain group of customers? If
you know what you want, you can establish metrics to
make sure you’re achieving it.
Make sure you can deliver on the client
expectations you set. What are you
promising with respect to insight into your services
and the timeliness of blog entries? Do you have the
resources necessary to meet these expectations? A
blog needs constant feeding; it may take only days
for its content to go stale. Merely assigning
someone to blog duty is not enough if you don’t give
them the time and the resources to create a
compelling and inviting experience for Web visitors.
Consider the byline. Who’s
writing your corporate blog? In whose voice does it
speak? Is it the firm speaking, or one or more
Establish editorial limits.
If the writer is to be a trusted voice
some candor is required, yet how far can he or she
go? Inviting employees—and external audiences—to
write critically about your firm’s offerings is a
nice aspiration, but managing partners or marketing
executives may think otherwise. Consider these
issues carefully beforehand to avoid conflicts down
Make sure the writer has the necessary
knowledge to make your blog compelling.
Be sure the writer truly knows your
business, your clients and your market.
Keep a watchful eye. A
firm’s blog should comply with its strategy, style,
tone and voice. Keep an eye on content so it stays
within established guidelines without sacrificing
its dynamic, time-sensitive nature.
Monitor external participation and usage.
If your blog resonates strongly with a
particular group, it might make sense to consider a
more aggressive link between the blog and
advertising geared toward those core visitors.
Source: Jonathan Paisner, brand director,
CoreBrand Communications LLC, New York,
www.corebrand.com , firstname.lastname@example.org