Does a company blog make sense?

April 19, 2008 at 2:21 pm Leave a comment

Diane Eller recently asked the LinkedIN community if blogging could take the place of a company website from a marketing perspective.

My take is that blogging can be an incredible waste of time, it can also be a useful marketing tool. I use my blog the way marketers used to use printed brochures… to support my message. I also have a “proper” website. I use them both to support my networking efforts as a marketing/internet strategy coach.

Midsize businesses can use blogging if they are able to afford the time and effort to create meaningful content. They probably shouldn’t think if a blog like an old-fashioned newsletter. It’s probably better to encourage everyone in the company who deals with customers to submit stories to a designated editor. The best pieces can be assembled into a print version and mailed to customers.

Meanwhile, they had better have a solid website that solves problems for customers, dealers, sales reps, the media, etc. Of course, the blog can be integrated with the website. By providing frequent content updates, a blog can make a company site seem fresher.

I don’t think there’s a standard here. It depends on the size of the company, its products, its place in the market. What do you think?


Entry filed under: ebusiness, marketing, marketing coach. Tags: , , , , , .

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