Term: Corporate Blogging
Corporate blogging is the practice of creating content that addresses industry updates, expert tips or best practices and company news from the perspective of a brand. It is used by businesses of all sizes as a means of content marketing. The blog may be written by executives within a business or by professional SEO and content writers with industry expertise on behalf of the business.
Commonly cited benefits of corporate blogging
Like other forms of content marketing, corporate blogging can help businesses boost their web presence in terms of SEO, and distributing headlines can drive engagement while helping build a social media presence. Sharing headlines of newly posted blogs on social networks will improve traffic to these pages and improve the overall accessibility of businesses, giving them a voice in their respective industries.
Technorati’s 2011 State of the Blogosphere report shows:
- Nearly two-thirds of corporate bloggers have gained more recognition in their industries (for themselves and their companies) via blog marketing
- Nearly three-quarters of entrepreneurs who blog and corporate bloggers say the content has proved valuable for promoting their businesses
- More than one-quarter of corporate bloggers say the ability to attract new clients is a primary reason they continue to blog
Ultimately, corporate blogging must be part of an overall integrated content and conversion marketing strategy. SEO and thought leadership are strong motivations, but corporate blogging that undergoes conversion optimization can enhance lead generation.