These aren??™t idyllic case studies or paid spokespersons,
but real-world patrons using your company??™s offerings every day. Their insight
and responses to different topics should be taken seriously. Unfiltered and unsolicited
feedback is rarely so easy to come by.
Increase traffic: Few areas of a corporate site are as interesting as the blog. People
understand that this is where the action lies, and that it offers the best chance of
finding the juiciest bits on the company. Adding a blog to a site can only increase
readership.
Increase search engine positioning: Blog posts are indexed highly in search engines
for several reasons: they are topical and short, they are comprised of real HTML
text for easier indexing, and they tend to get linked by other sites because their
content is more compelling than the general marketing fluff present on other
pages.
Intangible benefits
Just as important as the measurable advantages of corporate blogging are the peripheral
benefits that are difficult to quantify. While it??™s difficult to apply hard numbers to these,
companies with well-organized blogs will realize these in some capacity.
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