Posted January 10, 2011 10:44 am by with 4 comments

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Corporate blogs (and blogging in general) get run through the ringer of “Is it a dead art?” to “It’s essential for online success!” and all stops in between. Many fear blogging due to concerns about time, risk / reward, exposure and the list goes on.

eMarketer brings us a corporate some insights from a survey done by Blog2Print (an interesting idea, btw). Here are the reasons why big companies blog according to CMO’s.

The most prominent reason might well have been named “If you can’t beat’em, join’em”. When you say that you are essentially “giving in” to do this then you wonder just how sincere or genuine the effort will be moving forward. I think it is safe to say that if there is passion behind a blog the chances of success through reaching the other goals desired goes up exponentially. But hey, it’s not often we confuse Fortune 1000 companies with passionate companies is it?

As for the attributes of what makes a corporate blog a success? Well, they seem to be a little more in tune on this one.

In the end, it is true that part of the cost of doing business today is having a business blog. It’s the expectations around the blog that are what need to be examined or even taught to most business people. The ‘build it and they will come’ approach (referred to here as the Filed of Dreams Method) doesn’t fly. The “Let’s make this a pure sales vehicle’ approach is obvious and unattractive.

What most markters should be concentrating on is the entire ecosystem of the online space that the blog is a part of (Oh brother, did I just type that?). In plain English, it’s just a part of the bigger puzzle. It’s a way to get links, it’s a channel to get some play in the social media world and it’s just another way to simply do business.

Is a corporate blog a requirement for success? I would say not. It is a requirement, however, for greater success in the digital business world we all live in today.

Your thoughts?

  • Interesting stats.
    As someone who works in the space though, I wish the main reason wasn’t we’re doing it because everyone else is. Companies can add so much more value to their customers if they take the time to really come up with a reason and strategy for blogging. For example, we blog daily for our company to add value to our industry with our thoughts and insights and in turn we hope that this makes us shine as an authority in the industry.

    Sheldon, community manager for Sysomos

    • Well, the smaller the player the more likely there is strategy and passion involved. The big boys (The Fortune 1000 Global 2500 types) are like big machines that can’t get past themselves to see the “human” side. Of course, they will tell you they do but it’s painfully obvious in the delivery of their messaging.

      Is there anyone out there in the Fortune 100 who begs to differ? Please join the conversation.

  • It’s also an essential part of corporate SEO. I don’t think a corporate blog is a requirement for corporate success, but it definitely can help. Of course, if you have a blog no one is looking at, that’s a problem too. The best business strategy is to approach blogging not just as an exercise, but to approach it with a strategy that’s going to make people actually want to read the blog. Naturally, that’s easier said than done.

  • I sure hope the 20% of CMO’s who answered “to gain customers” are referring to SEO. To echo the sentiments above re: links and SEO, blogging is a phenominal way, when employing proper social promotion, to rank highly for important keywords. Something any current CMO should be concerned about, I hope. (except for the ones competing against my clients).