Position the business as an industry thought leader: If a business writes consistently
about its process, products, services, the industry, and even its competition, it will
earn itself the reputation of being a principal thinker in its field. When a prospect
looks to make a decision between companies, and all other things are equal, that
potential patron will choose the vendor who is vocal and passionate about its
trade.
Give the company a personality: It??™s too easy to get swept up in the slick marketing
copy prevalent on most business websites, so when readers come across an entire
section written by a real person with a visible personality in the writing style, it can
be a refreshing change of pace. As businesses grow, the tendency (intentional or
not) is to become increasingly faceless and obtuse, so countering that with friendly,
engaging writing can be very appealing to the audience.
THE CORPORATE BLOG
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Blogging platforms
Thanks to the consumer appeal and widespread adoption of blogs, there are many software
and platform solutions for just about any situation. These packages range from free
to several hundreds of dollars, from DIY to fully hosted, from open source to tightly
licensed, from strictly blog-specialized software to complex, all-purpose CMSs.
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