Twitter and Facebook may be hot now, but blogs were what started it all. So, are blogs still relevant for your brand? Or should you focus all your energy on social networks?
Spark Sheet looks at the pros and cons:
Blogs are a pain to maintain. Readership grows slowly and not always steadily. And it’s hard to communicate your company’s values without sounding like a worn-out press release.
But a survey of the blogosphere reveals a slightly more optimistic picture. In spite of the challenges, smart companies are maintaining successful blogs by telling relevant stories to well-defined and engaged communities.
Corporate blogging works well for brands that create a distinctive voice people trust. Many technology-related businesses find success by providing expert opinions about developments in their industry. Tech companies also benefit from a sophisticated understanding of the Web; they just ‘get it’ when it comes to capitalizing on a blog’s strengths, giving them an advantage over, say, a scuba gear company.
Once a company finds its voice and establishes the best way to engage customers, a corporate blog can focus on building communities around its brand.
In a sense, Lululemon can be credited for fostering an entire lifestyle community built around yoga.
So, what do you think? Does your brand focus on blogs? Is there an alternative? Are corporate blogs still relevant?