The corporate blog
For better or worse, the advent of blogs has penetrated corporate websites, and many
companies now publish blogs about their company, industry, and competitors. This informal
writing style??”which can be candid, irreverent, and reactionary??”has supporters and
detractors arguing both sides of the issue.
OVERVIEW
7
1
It??™s easy to see the cons of corporate blogging, or at least predict them. Without an editor,
or at least a filter, any employee could regularly lambaste the competition down the
street. Unlike controlled writing avenues like press releases, brochures, and speeches, the
immediate nature of blogs presents a minefield of legal and professional issues. Despite
this, some companies like Microsoft do not use any editorial staff or controlled publishing
medium for their employee blogs.
But the pros are equally easy to see. If the right person or team authors the blog, and the
writing is interesting and topical, all types of new traffic will be generated??”not only from
search engines, but from readers passing along a blog post to their coworkers and friends.
It is an also a powerful means to demonstrate the company??™s expertise and passion for
their industry.
Pages:
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72