The corporate blog
Blogs have risen to popularity in the corporate world because they provide customers,
prospects, and casual information grazers with a real-life look into the thought processes
of the company??™s leaders. Unless the blog writers are actually robots, this content is usually
far more appealing than the canned messages fired from the corporate PR cannons.
Today, featuring the company blog on your homepage can be a success simply because it??™s
a blog, and for the foreseeable future, that will be a positive trend. (The trend might eventually
wane, and the blog might fall to the bottom of the priority list. In that case it should
be removed from the homepage, or even from the site if there is particularly negative
backlash.)
Despite the current popularity of blogs, especially in the business world, they still comprise
secondary content, and should never take precedence over the business??™s core messaging.
Because of this, many companies choose to relegate their presence to a navigation item.
Those that choose to promote the content more heavily, however, can represent the blog
in different ways. Screen space can be spent on showing the latest full post, an excerpt, or
a few recent headlines.
Pages:
206
207
208
209
210
211
212
213
214
215
216
217
218
219
220
221
222
223
224
225
226
227
228
229
230